INTRODUCTION

This project aims to analyze and evaluate the factors affecting the choice of (Indian youth) consumers for fast food and how they are shifting from home cooked food to fast food. Method of research includes getting primary data from street surveys and face-to-face interviews conducted in Bangalore city, as well as secondary resources inclusive of published academic journals, online books and newspaper articles. The limitations of the analysis in this report are reliability, comparability of data and the possible interviewer bias, small sample size, unwillingness of respondents to reveal truthful opinions as well as language barriers. The public continues to dine at fast food outlets due to its efficient queue systems and strategically located outlets. Additives such as artificial flavouring prove to be health hazards. The issue of high fat content in fast food is a contributing factor to the rise of heart disease, obesity, hypertension, etc. Consumer feels that fast food outlets are for hanging out with friends, to save time they do not have to wait for a long, they get quick service from fast food outlets their perception towards fast food is changing day by day. People are shifting from home cooked to fast food but there are many side effects of fast food resulting in disease like obesity, hyper tension, heart diseases, etc. In Indian culture home cooked food has always been preferred but now a days people are shifting from home cooked food to fast food. By the help of this project international and domestic food chains can come up with pure Indian food that should be hygienic. The domestic fast food chain can easily serve the people because they are well known about the place and the preference of taste. Domestic food chains can serve food as home cooked food with fast services. For example: Wheat chapatti with full of vegetables with no colours or any preservative. Diet non vegetarian items. Lesser use of oil. Ambience is also an important factor. They should be served food like home cooked food Fast food chains can introduce healthier alternatives to their existing menu so as to encourage smart consumer buying decision. Additionally, they could possibly introduce a change in production methods such as using good quality or cholesterol free oil or adding fruits and vegetables into the menu.

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People are traditional in India they want to be served rather than self service. People usually go to fast food outlets because they feel comfort while hanging out with friends. The ambience is an important factor the environment should be look like friendly and can give a feeling like special one. There first preference is home cooked food they like home cooked food more than fast food. Indian youth is quickly adapting western culture and India is known for its culture and tradition. So, its a opportunity for domestic food chains to come up with Fast home cooked food and that food can be served as in fast food outlets like McDonalds and KFC. In order to sustain the business in the long term basis International food chains also can come up with purely Indian food and the ingredients, amount of calories should be known by the customers with better service and quality. Now People want quick and convenient meals they do not want to spend a lot of time preparing meals, traveling to pick up meals or waiting for meals in restaurants. That result, consumers rely on fast food. Knowing this fast food providers are coming up with new ways to market their products that save time for consumers. The rapid rate at which the fast food industry continues to add outlets is as much a reflection of consumer demand for convenience as it is a reflection of demand for fast food itself. Expanding the number of outlets increases accessibility, thus making it more convenient for consumers to purchase fast food. Rising incomes, longer workdays, and a growing tendency for both spouses to hold full-time jobs are widely credited. This trend rise in a way from home expenditures to fast food especially benefits from these trends. The fast food industry focuses heavily on rapid consumer turnover, speed of service, and take-out sales. Most fast food chains emphasize convenience and low prices by offering a narrow range of menu items. A lot of people lead busy lifestyles. The main function of fast food is to give someone a quick and easy fix or alternative to cooking at home when they are in need of something to eat in a hurry. Another function of fast food is to give people a good bang for their buck. It is rather inexpensive and portions are more than sufficient.

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Background of the Problem

Food diversity in India is an implicit characteristic of Indias diversified culture consisting of different regions and states within. Traditionally, Indians like to have home-cooked meals a concept supported religiously as well as individually. However, with times due to increasing awareness and influence of western culture, there is a slight shift in food consumption patterns among urban Indian families. In addition, fast food is perceived expensive besides being out-of-way meals in Indian culture. Today, fast food industry is getting adapted to Indian food requirements and is growing in India. It is gaining acceptance primarily from Indian youth and younger generations and is becoming part of life. Keeping in view the Indian habits and changing preferences towards food consumption, this study has its focus to understand the factors affecting the perception of Indian youth, in the age group of 20-30 years, towards consumption of fast food as well as towards making choice of fast food outlets. The Indian fast food market is growing at an annual growth rate of 30-35% yearly. Fast food is a very fast growing industry in world as well as in India especially in urban areas (small and large cities).Owing to the constraint of time and impact of western culture people in India especially the youth employed or student are shifting from home cooked food to fast food. Fast food is a growing component of the American diet, and the frequency of fast-food use has increased dramatically since the early 1970s. The number of fast-food outlets increased from about 30, 000 in 1970 to 140, 000 in 1980, and fast food sales increased by about 300%. Recent estimates show that in 2001, there were about 222, 000 fast-food locations in the United States, generating sales of more than $125 billion. Three often consumers agreed that meals at a restaurant or fastfood establishment are essential to the way they live, and three of five consumers reported that they ate at fastfood restaurants in 2002 about as often as they did in 2001.

Fast food is especially popular among adolescents and adults, who on average visit a fast-food outlet twice per week. Many people have raised concerns about the nutritional quality &fast food, not only for children and adolescents but also for adults. Studies have shown that despite its high fat content, fast food provides an inadequate intake of protein and carbohydrate.

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Indians now find themselves amongst the top 10 most frequent consumers of fast food across the globe. According to the findings of the latest online survey from ACNielsen, a leading international market research firm, over 70 per cent of urban Indians consumes food from take-away restaurants once a month or more frequently. This makes India one of the top 10 countries amongst the 28 surveyed, in terms of frequency of fast food consumption . A survey was conducted on Effects of Fast-Food Consumption on Energy Intake and Diet Quality Among Children in a National Household Survey.

This survey method included 6212 children and adolescents four to 19 years old in the United States participating in the nationally representative Continuing Survey of Food Intake by Individuals conducted from 1994 to 1996 and the Supplemental Childrens Survey was conducted in 1998.The result showed that 30.3% of the total sample reported consuming fast food. Fast-food consumption was highly prevalent in both genders, all racial/ethnic groups, and all regions of the country. Controlling for socioeconomic and demographic variables, increased fast-food consumption was independently associated with male gender, older age, higher household incomes, non-Hispanic black race/ethnicity. Consumption of fast food among children in the United States seems to have an adverse effect on dietary quality in ways that plausibly could increase risk for obesity.

An article regarding Fast food obesity and the prevalent in the U.S. states that it is extremely strenuous for the entire body, which was never intended to carry that much extra weight. Heart ending up working harder than it should, which eventually leads to obesity heart disease. There are also various other obesity diseases, the result of which can be fatal. Heart Disease, Polycystic Ovary Syndrome, Diabetes, Dyslipidemia, Sleep Apnea, Blounts Disease, Arthritis, Respiratory Problems, Stroke, Liver Damage, Some other fast food obesity diseases include angina, glucose intolerance, gout, and congestive heart failure. Obese people also face the risks of certain types of cancer. In addition, there are several diseases that can occur because of the strain caused by extra body weight, such as osteoarthritis and hernias.

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A survey conducted by world health organization in India, state that more than 70% of adults like to have fast food both in urban and rural area. Eating fast food and leading a sedentary lifestyle leads to obesity. Fatness leads to so many complications like high cholesterol level, block in arteries and the increased risk of coronary diseases. Adults easily get addicted to fast food hence they are greasy and fatty foods. Most harmful effect of fast food includes nutritional deficiencies, increased cholesterol levels, cardiac problems, obesity and many other threatening health hazards. These days campaigning against ill effects of fast food is carried out in every sector to save the life of adults.

Typically, fast food meals contain over 1,000 calories, which is almost half of the recommended daily calorie intake for men and women. Saturated fat is found in French fries, cheese, mayonnaise, chicken, and most other fast food products. Consuming too much trans and saturated fat can cause heart disease and high cholesterol. Consuming too much salt can cause high blood pressure and heart disease. So adequate knowledge is necessary for adult regarding over consumption of fast food

Fast food is equivalent to pornography, consumption of fast food increases risk of heart disease, obesity, diabetes and other disease. Most of the studies and survey show that adult is having habits of eating fast food because of their inadequate knowledge about ill effects of fast food. So the researcher thought to assess the knowledge regarding ill effects of fast food among young adults in selected college, bengaluru.

Background of the Study

This project will help in knowing consumer perception towards fast food, By knowing there perception toward fast food and home cooked food than it can be easily know that, can fast food be as healthy as home cooked food and suggest measures to international food chains to come up with purely Indian foods. That means fast food is a very booming sector and in India it is growing very faster, so there are very good opportunities in fast food sector. Food chains like McDonalds, Kentucky Fried Chicken, Dominos ,Subway are everybodys favourite fast food outlets. Indians now find themselves amongst the top 10 most frequent consumers of fast food across the globe. According to the findings of the latest online survey from ACNielsen, a leading international market

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research firm, over 70 per cent of urban Indians consumes food from take-away restaurants once a month or more frequently. This makes India one of the top 10 countries amongst the 28 surveyed, in terms of frequency of fast food consumption. There has been an increasing trend among Indians towards consumption of fast food.

COMPANY PROFILE MCDONALDS

McDonalds entered India in 1996. McDonalds India has a joint venture with Connaught Plaza Restaurants and Hard Castle Restaurants. Connaught Plaza Restaurants manages operations in North India whereas Hard Castle Restaurants operates restaurants in Western India. Today it has around 211 Restaurants across India. Presently, it has around 57 outlets in the National capital region. McDonalds had developed a menu especially for India with vegetarian selections to suit Indian tastes and preferences. Keeping in line with this, McDonald's does not offer any beef or pork items in India. In the last decade it has introduced some vegetarian and non-vegetarian products with local flavours. There have been continuous efforts to enhance variety in the menu by developing more such products. McDonalds has also re-engineered its operations repeatedly in its 11 years in India to address the special requirements of a vegetarian menu. Vegetable products are 100% vegetarian, i.e. They are prepared separately, using dedicated equipment and utensils. Only pure vegetarian oil is used as a cooking medium. Cheese and sauces are completely vegetarian and egg less. Separation of vegetarian and non-vegetarian food products is maintained throughout the various stages of procurement, cooking and serving.

Business model
The McDonald's Corporation's business model is slightly different from that of most other fast-food chains. In addition to ordinary franchise fees, supplies, and percentage of sales, McDonald's also collects rent, partially linked to sales. As a condition of the franchise agreement, the Corporation owns the properties on which most McDonald's franchises are located. The UK business model is different, in that fewer than 30% of restaurants

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are franchised; with the majority under the ownership of the company .McDonald's trains its franchisees and others at Hamburger University in Oak Brook, Illinois. According to Fast Food Nation By Eric Schlosser (2001), nearly one in eight workers in the U.S. have at some time been employed by McDonald's. (According to news piece on Fox News this figure is one in ten). The book also states that McDonald's is the largest private operator of playgrounds in the U.S., as well as the single largest purchaser of beef, pork, potatoes and apple. The selection of meats McDonald's uses varies with the culture of the host country. McDonalds corp. is currently one of the most successful consumer products company in the world with annual revenues exceeding $23 million and has more than 1.6 million employees. McDonalds products are recognized and are most respected all around the globe. Currently, its divisions operate in all over the world in beverages, snack foods, and restaurants. The corporations increasing success has been based on high standards of performance, marketing strategies, competitiveness, determination ,commitment, and the personal and professional integrity of their people, products and business practices. Products McDonald's predominantly sells hamburgers, various types of chicken sandwiches and products, French fries, soft drinks, breakfast items, and desserts. In most markets, McDonald's offers salads and vegetarian items, wraps and other localized fare. This local deviation from the standard menu is a characteristic for which the chain is particularly known, and one which is employed either to abide by regional food taboos (such as the religious prohibition of beef consumption in India)or to make available foods with which the regional market is more familiar (such as the sale of McRice in Indonesia). Pricing Strategy a) a)Value Ladder strategy:b) Started offering value meals in a range of price. c) Ensure affordability and attract widest section of customer. d) Brought the customer and provided arrange of entry-level product. e) Try those new items and graduate to higher-rung. f) E.g. - if a customer starts with McAloo Tikki, he will finally graduate to McVeggie and so in Nonveg.

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Advertising Over the years, McDonald's has developed TV advertising campaigns that have become, like McDonald's, a part of our lives and culture. McDonald's commercials have focused not only on product but rather on the overall McDonald's experience, portraying warmth and a real slice of everyday life. This "image" or "reputation" advertising has become a trademark of the company and created many memorable television moments and themes, including McDonald's is Your Kind of Place (1967) You Deserve a Break Today (1971) We Do it All for you (1975) Two all-beef patties special sauce lettuce cheese pickles onions on sesame seed bun (1975) You, youre The One (1976) Nobody Can Do It Like McDonald's Can (1979) Renewed: You Deserve a Break Today (1980 & 1981) Nobody Makes Your Day Like McDonald's Can (1981) McDonald's and You (1983) It's a Good Time for the Great Taste of McDonald's (1984) Good Time, Great Taste, That's Why This is My Place (1988) Food, Folks and Fun (1990) McDonald's Today (1991) What You Want is What You Get (1992) Have you Had your Break Today? (1995) My McDonald's (1997)

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Did Somebody Say McDonald's (1997) We Love to See You Smile (2000) There's a little McDonald's in everyone (2001) - Canada Only Im lovin'it (2003) McDonald's has for decades maintained an extensive advertising campaign. In addition to the usual media (television, radio, and newspaper), the company makes significant use of billboards (outdoors, on which large advertisements or notices are posted.) and signage, sponsors sporting events from ranging from Little League to the Olympic Games, and makes coolers of orange drink with their logo available for local events of all kinds. Nonetheless, television has always played a central role in the company's advertising strategy. The taglines were always centralized towards the concept of overall dining experience and complete service satisfaction. Training February 24, 1961, Hamburger University first class of 14 students graduated. Today, more than 5,000 students attend HAMBURGER UNIVERSITY each year Since 1961, more than 80,000 restaurant managers, mid-managers and owner/operators have graduated from this facility McDonalds invests more than $1billion annually in training Best Place to Work Fortune Magazine 2005 One out of 5 Best Places to Work in Latin American Finance Department McDonalds Finance Department has two key areas of responsibility: financial reporting and management accounting. Although each of these functions has different priorities, working together ensures the best financial position for the company now and for the future. McDonalds has two sources of profit:

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 Sales made by company-owned restaurants Rental and royalty income from franchised restaurants. Restaurant sales McDonalds retains all of the profit earned by company-owned restaurants. In addition to variable costs, which increase or decrease depending on the level of sales, McDonalds also incurs costs that are largely fixed, for example utilities and advertising, which need to be paid for even before the restaurant makes any sales. Increasing sales and controlling costs are fundamental to ensuring the profit of each restaurant is either maintained or increased

Swot analysis on McDonalds Strengths

McDonald's has been a thriving business since 1955 and 20 of the top 50 corporate staff employees started as a restaurant level employee. In addition, 67,000 McDonalds restaurant managers and assistant managers were promoted from restaurant staff. Fortune Magazine 2005 listed McDonald's as the "Best Place to Work for Minorities." McDonalds invests more than $1 billion annually in training its staff, and every year more than 250,000 employees graduate from McDonald's training facility, Hamburger University. The business is ranked number one in Fortune Magazine's 2008 list of most admired food service companies. One of the world's most recognizable logos (the Golden Arches) and spokes character (Ronald McDonald the clown). According to the Packard Children's Hospital's Center for Healthy Weight children age 3 to 5 were given food in the McDonalds packaging and then given the same food without the packaging, and they preferred the food in the McDonald's packaging every single time. McDonalds is a community oriented, socially responsible company. They run Ronald McDonald House facilities, which provide room and board, food and sibling support at a cost of only $10 a day for families with children needing extensive hospital care. Ronald McDonald Houses are located in more than 259 local communities worldwide, and Ronald McDonald Care Mobile programs offers cost effective medical, dental and education services to children. They also sponsor Olympic athletes. They are a global company operating more than 23,500 restaurants in 109 countries. By being spread out in different regions, this gives them the ability to weather economic fluctuations which are

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localized by country. They can also operate effectively in an economic downturn due to the social need to seek out comfort foods. They successfully and easily adapt their global restaurants to appeal to the cultural differences. For example, they serve lamb burgers in India and in the Middle East, they provide separate entrances for families and single women. They have an efficient, assembly line style of food preparation. In addition they have a systemization and duplication of all their food prep processes in every restaurant. McDonald's uses only 100% pure USDA inspected beef, no fillers or additives. Additionally the produce is farm fresh. McDonald's serves 100% farm raised chicken no fillers or additives and only grade-A eggs. McDonald's foods are purchased from only certified and inspected suppliers. McDonalds works closely with ranchers, growers and suppliers to ensure food quality and freshness. McDonalds only serves name brand processed items such as Dannon Yogurt, Kraft Cheese, Nestle Chocolate, Dasani Water, Newman's Own Salad Dressings, Heinz Ketchup, and Minute Maid Juice. McDonald's takes food safety very seriously. More than 2000 inspections checks are performed at every stage of the food process. McDonalds are required to run through 72 safety protocols every day to ensure the food is maintained in a clean contaminate free environment. McDonald's was the first restaurant of its type to provide consumers with nutrition information. Nutrition information is printed on all packaging and more recently added to the McDonald's Internet site. McDonalds offers salads, fruit, roasted chicken, bottled water and other low fat and calorie conscious alternatives.

Weaknesses
Their test marketing for pizza failed to yield a substantial product. Leaving them much less able to compete with fast food pizza chains. High employee turnover in their restaurants leads to more money being spent on training. They have yet to capitalize on the trend towards organic foods.

Opportunities
In today's health conscious societies the introduction of a healthy hamburger is a great opportunity. They would be the first QSR (Quick Service Restaurant) to have FDA approval on marketing a low fat low calorie hamburger with low calorie combo alternatives. Currently McDonald's and its competition health choice items do not include hamburgers.

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 They have industrial, Formica restaurant settings; they could provide more upscale restaurant settings, like the one they have in New York City on Broadway, to appeal to a more upscale target market. Provide optional allergen free food items, such as gluten free and peanut free.

Threats
They are a benchmark for creating "cradle to grave" marketing. They entice children as young as one year old into their restaurants with special meals, toys, playgrounds and popular movie character tieins. Children grow up eating and enjoying McDonalds and then continue into adulthood. They have been criticized by many parent advocate groups for their marketing practices towards children which are seen as marginally ethical.

KENTUCKY FRIED CHICKEN

KFC Corporation, or KFC, founded and also known as Kentucky Fried Chicken is a chain of fast food restaurants based in Louisville, Kentucky. KFC is a brand and operating segment, called a "concept" of Yum! Brands since 1997, when the company was spun off from PepsiCo. KFC primarily sells chicken in form of pieces, wraps, salads and sandwiches. While its primary focus is fried chicken, KFC also offers a line of roasted chicken products, side dishes and desserts. Perfecting its secret recipe of 11 herbs and spices in 1939, KFC has come a long way. With over 10,000 outlets in the world, KFC has maintained its title, for the last 60 years, of being the chicken Experts. KFC wore the title of being the market leader in its industry. Serving delicious and hygienic food in a relaxing environment made KFC everyones favorite. Since then, KFC has been constantly introducing new products and opening new restaurants for its customers. KFC entered India in 1995. But because of KFC not adhering with the Prevention of Food Adulteration Act, 1954 and certain other mistakes it had to leave India. In 2003 it again came back with revised strategies and willingness to improve its earlier mistakes. Since then KFC has a strong presence in 11 cities of India with around 50 stores, it presently has 21 outlets in NCR. Marketing Model KFC is synonymous with chicken. It has to be because chicken is its flagship product. The latest they have on offer is the marinated hot and crispy chicken that is "crisp and crunchy on the outside, and soft and juicy on the inside". It gives you a regular Pepsi with this at nothing more than just Rs. 39. But make no mistake, while this is a rage across the world, KFC has made sure one other thing: it doesn't want to alienate the vegetarian community "that gave birth to the vegetarian menu". It means you can be vegetarian and yet be at KFC.KFC

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offers a wide range of vegetarian products such as the tangy, lip-smacking paneer tikka wrap 'n'roll, the vegetarian de-lite burger, and the vegetarian crispy burger. There are munchies such as the crisp golden vegetarian fingers and crunchy golden fries served with tangy sauces. If you are vegetarian and looking for a meal, you can combine the veg fingers with steaming, peppery rice and a spice curry. The mayonnaise and sauces don't have egg in them. Sharanita Keswani, Director, KFC Marketing, says the vegetarian menu in India came about when KFC found the country had about 35 per cent vegetarians, and in metros such as Delhi and Mumbai, almost 50 per cent. The non-vegetarian is the obvious target customer because, as Ms. Sharanita points out, that in most of south India over 70 per cent people are non-vegetarians. But she also observes that chicken is KFC's strength. KFC's vegetarian menu is almost exclusive to India and is the most extensive. Most countries either do not have a vegetarian menu, and some which do, have a burger at the most. "Contrary to affecting chicken sales, the presence of a vegetarian menu has made the brand more relevant to a wider crosssection of the consumer society. This is essential as we grow the brand across the country," says Ms. Sharanita. While the vegetarian menu has a significant presence in India owing to the country's distinct tastes, and therefore the need to localize, KFC's chicken products that are standardized are also modified in certain regards to suit local tastes. KFC officials say the zinger burger in any part of the world or original recipe chicken tastes the same as the chicken products are based on standard recipes. While this brand standard chicken may taste the same in New York or Bangalore, the sauce or topping is changed. The chicken strips are served with a local sauce or the sauce of the wrap is changed to local tastes. And as far as India is concerned Ms. Sharanita says: "Making it relevant to local palates, KFC launched the wrap as chicken and paneer tikka roll in India." The KFC menu strategy is to "balance standardization and localization". The localization works in two ways: to modify a standard chicken product with a different topping or sauce; and to have a vegetarian menu, where necessary, along with the flagship product, chicken. The localization exercise is undertaken in every country. "The U.S. and European markets have a traditional KFC menu based on chicken burgers and wraps, while Asian markets like India have been more experimental and adventurous. Here, they have rice meals, wraps, and sides. The change is imperative as Asian tastes can be very different from Western ones," Ms.Sharanita observes, adding that KFC learnt very early the high demand for vegetarian products in India.KFC has taken care to maintain safeguards on the production of its non-vegetarian products in response to observations by People for Ethical Treatment of Animals that chicken were not being treated humanely by suppliers. The debate has been on for years now and animal rights activists have prompted companies to adopt stringent measures. Pankaj Batra, Director, Marketing, Indian Sub-Continent, Yum!Restaurants International, observes: "KFC is committed to the well being and humane treatment of chickens. We require all our suppliers to follow welfare guidelines developed by Yum! Restaurants International, U.S.A., with leading experts on their Animal Welfare Advisory Council. In India, we source chicken from Venkateshwara Hatcheries Limited (Venky's), Page 13

which is one of the leading and respected organized players in the poultry farming business. They also supply chicken to several reputed hotel and restaurant chains in the country. We respect the Indian law and our guidelines completely adhere to them." Ms. Sharanita points out that while KFC's brand standard products are their strength throughout the world, KFC works around the core and gives consumers products with a familiar taste, especially "important in a country like India that is home to such distinct and different food habits". KFC's challenge as Ms. Sharanita puts it is to manage a brand's market with the right degree of flexibility so as to be strong in different and varied product markets.

Advertising
The logo of the smiling Colonel is probably one of the most recognized faces in the world and instantly brings the image of Fried chicken to ones mind.KFC and its new company jingle, finger lickin good is a frequent announcement on televisions, billboards, flyers and radio. The concept of showing a normal customer deeply involved in devouring his piece of chicken usually turns on the drool factory in everybodys mouth and makes them rush to the nearest KFC. In India where chicken lovers are plenty abound these ads featuring normal people connect instantly and create a rush at their outlets. Using the following methods KFC spreads Using Reminder advertisements KFC stimulates repeat purchases of its products. The company anthem finger lickin good is just a wakeup call to the consumer to remind them how good they felt the last time they ate KFC chicken. Sponsorship is another tool to strengthen an organizations image. KFC has been the sponsor of the Australian Cricket Team for a long time before the obesity experts contradicted the concept.

Packaging
The famous paper bucket that KFC uses for its larger sized orders of chicken and has come to signify the company was originally created by Wendy's restaurants founder Dave Thomas. Thomas was originally franchisee of the original Kentucky Fried Chicken and operated several outlets in the Columbus, Ohio area. His reasoning behind using the paper packaging was that it helped keep the chicken crispy by wicking away excess moisture. Thomas was also responsible for the creation of the famous rotating bucket sign that came to be used at most KFC locations in the US

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Market Positioning
For a product to occupy a clear, distinctive and desirable place relative to Competing products in the minds of target consumer.In KFC feedback is taken from the customer in order to know the customer demands and then improvements are made in products. KFC focuses on pure and fresh food in order to create a distinct and clear position in the minds of customers KFC has a strong brand name and they are leading the market in fried chicken. For a product to occupy a clear, distinctive and desirable place relative to Competing products in the minds of target consumer.In KFC feedback is taken from the customer in order to know the customer demands and then improvements are made in products. KFC focuses on pure and fresh food in order to create a distinct and clear position in the minds of customers KFC has a strong brand name and they are leading the market in fried chicken.

Swot analysis on Kentucky Fried Chicken Strengths

Kentucky Fried Chicken is a very famous chain of fast food outlets that started from Louisville, Kentucky. The company is became a sub-brand of Yum Brands in the year 2002 and benefitted greatly from the position and brand value of Yum foods. In the past the KFC chain of restaurants grew at a very fast pace and has become today one of the largest chicken restaurants chain in the world. KFC has been known to be a leader in the chicken restaurant segment with an annual sale of more than a billion dollars. The KFC as a brand is well established in the dining out as well as delivery service provider in the fast food industry. Despite the entrance and presence of many competitors in the fast food industry the company was able to retain its large loyal customer base because of its unique offering. Due to this reason the KFC ranks highest when it comes to chicken restaurant chains, convenience restaurants and variety food provider.KFC currently has more than fifty percent of the market share in fast food industry and the new entrants are finding it very difficult to capture any of its share. Over the years KFC has gained enormous recognition as a reputable brand for fast food and has globally positioned itself well in the industry.

Weaknesses
When other companies in the chicken industry were trying to increase its market share and were not able to compete well in the market or retain its customers. Also the special paper buckets that is now used by the KFC for delivering large sized orders was originally introduced by Wendys restaurant.The company has

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entered so many markets in the past in the United States that its growth rate was about only one percent an year. The company is said to not to pay attention to its resource and development.

Opportunities
KFC has been trying to enter new markets and position itself in some of the hard to enter markets like the South America. With more investments the company can definitely make its position stronger in the food industry.More spending on the resources and development as well as introducing new food items and products the company can increase its market share and profits.

Threats
The competitors of KFC have successfully captured a large market share. According to findings McDonalds has about 35 percent of the share in Sandwich Segment whereas the Burger King owns about sixteen percent of the market share in fast food industry. The local restaurants in different countries where KFC has presence pose a threat to the company. The baby boomers formed the major part of the loyal customers of the company that now have ages between 35 to 50 years and are likely to move towards healthier foods.The other entrants in the industry are continuously improving and trying to enter new markets and increase their market share and sales. With the lifestyle of people changing due to growing awareness about healthier food people now look for something healthy, low calories and delicious at the same time

SUBWAY
The first Subway outside of North America opened in Bahrain, in December 1984.Since 2007, Subway has consistently ranked in Entrepreneur magazine's Top 500 Franchises list. It ranked #2 in 2012. It also ranked #2 on the "Fastest Growing Franchise" and "Global Franchise" lists. In March 2011, Subway was named "the most loved fast food chain in the US" by Amplicate.com, based on their analysis of opinions expressed on social media websites.At the end of 2010, Subway became the largest fast food chain worldwide, with 33,749 restaurants - 1,012 more than McDonald's. In terms of revenue, McDonald's still led SubwaySubway's core product is the submarine sandwich (or "sub"). In addition to these, the chain also sells wraps, salad and baked goods (including cookies, doughnuts and muffinsSubway's menu varies between countries, most significantly where there are religious requirements relating to the meats served. In 2006, the first kosher Subway restaurant in the United States opened, in a suburb of Cleveland, Ohio. Subway spokesman Jared Fogle attended the opening. A press release stated, "With slight modifications, such as no pork-based products, and the use of soy-based cheese product, the menu is virtually identical to that of Page 16

any other Subway restaurant." Since then, kosher Subways have opened in New York, Los Angeles, Kansas City, andBaltimore, and plans were announced for Milwaukee and Boston. Kosher stores on Wall Street and in Livingston, New Jersey have since closed. Subway opened its first restaurant in India in 2001 in New Delhi. Subway restaurants in India do not serve beef and pork products, and sell an extended vegetarian range. There are 324 Subway restaurants in 65 cities of India as of January 2013. On September 4, 2012, Subway opened its first all-vegetarian outlet on the campus of Lovely Professional University (LPU) in Jalandhar, Punjab. In 2011, Subway introduced gluten-free bread and brownies to some locations in Texas. It also cut the salt content of its sandwiches by15 percent. In the UK and Ireland, Subway has reduced salt content across its entire range by 33% and has committed to further reductions, in line with government targets. Subway's range of "Low Fat" subs is endorsed by the charity Heart Research UK Subway uses the advertising slogan "Eat Fresh", and focuses on how their sandwiches are made from freshly baked bread and fresh ingredients, in front of customers to their exact specifications, by employees whom Subway calls "Subway Sandwich Artists. In November 2007, Subway's US commercials featured the cartoon characterPeter Griffin (from Family Guy) promoting its new Subway Feast sandwich]Subway has also used "instant win" games, based on the game Scrabble.

Subway has run a product placement campaign in the US TV series Chuck since its first season. As ratings dwindled in the second season, a campaign to "save Chuck" was launched for fans, encouraging them to purchase a foot long sub from Subway on April 27, 2009, the date of the season finale. Tony Pace, Subway's marketing officer, called it the best product placement the restaurant chain has done "in several years."

DOMINOS
Jubilant Food works Ltd, a Jubilant Bhartia Group Company is a food service company. The company offers a menu of quality pizza and side dishes to their customers. They operate their stores pursuant to a Master Franchise Agreement with Domino's International, which provides them with the exclusive right to develop and operate Domino's pizza delivery stores and the associated trademarks in the operation of stores in India, Nepal, Bangladesh and Sri Lanka. The pizza stores in Sri Lanka are operated by their sub-franchisee, DP Lanka. There are currently five Domino's stores in Sri Lanka, all in Colombo. The company was the largest pizza chain in India and one of the fastest growing multi-national fast food chains between 2006-2007 and 2008-2009, in terms of number of stores. Their Domino's pizza stores in India Page 17

are generally located in neighbourhood markets in urban areas. They also operate pizza stores located in food courts in shopping malls and in institutional campuses. Jubilant Food works Ltd was incorporated on March 16, 1995 as a private limited company with the name Domino's Pizza India Pvt Ltd. The company entered into a master franchise agreement with Domino's International for north and west regions in India. In January 1996, the company opened their first Domino's pizza store. In September 14, 1996, the company was converted into a public limited company and the name was changed to Domino's Pizza India Ltd. In the year 1998, they extended master franchise agreement with Domino's International to whole of India and Nepal. In the year 2001, the company made a tie-up with Hindustan Coca-Cola Beverages Pvt Ltd. In the year 2003, they became the subsidiary of Jubilant Enpro Pvt Ltd. In the year 2004, they launched '30 minutes or free' campaign. In the year 2005, the company entered into master franchise agreement for Sri Lanka and Bangladesh. In the year 2009, the company launched 'Pizza Mania'. Also, they began to offer pasta and choco lava cake to their customers as a side item. They opened 60 new stores during the financial year 2008-09. In September 17, 2009, the company entered into a trademark license agreement with Domino's International whereby Domino's International conferred on the company a non-exclusive right to use the trademarks and service marks ('Domino's Trademarks') in India. In September 23, 2009, the company entered into an agreement with Domino's International for the grant of the exclusive right and license to establish and operate a commissary and to sell and distribute products using the know-how in the Territory and the exclusive right and license to prepare process and produce Products using the technical knowledge in the Territory. In September 24, 2009, the company changed their name from Domino's Pizza India Ltd to Jubilant Foodworks Ltd. The company plans to open between 65 and 70 stores during the financial year 2009-10, of which they opened 31 stores as of November 30, 2009 in the existing cities. As of November 30, 2009, the company operated 286 stores in India located in 22 states and union territories, including in 59 cities across the country, and, through a sub-franchisee, DP Lanka, five stores in Sri Lanka. As of November 30, 2009, we did not operate any stores in Nepal and Bangladesh. The company plans to expand their presence by entering into new cities and towns where they currently have no operations. They plan to open new stores in cities and towns which would be located within less than one day travel distance from their existing commissaries in order to minimize additional capital expenditure and ensure quality control. Further, the company's Master Franchise Agreement with Domino's International requires them to open 25 stores each, in 2011 and 2012 and they continue to evaluate various new locations

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for further expansion. They are also exploring the possibility of opening stores in the New Delhi and Mumbai airports on sub-franchise or sub-lease basis.

STATEMENT OF THE PROBLEM

The present study is an attempt to give an insight into analyse the perception towards Fast food outlets in Bangalore city.

OBJECTIVES OF THE STUDY:

To identify the factors affecting the choice of (Indian youth) consumers for fast foods. To study the consumption pattern towards fast foods particularly with respect to the frequency of visits and choice of fast food outlets.

HYPOTHESIS STATEMENT
People are shifting from home cooked food to fast food .

TYPE OF RESEARCH
Descriptive research is used to obtain information concerning the current status of the phenomena to describe what exists with respect to variables

DATA COLLECTION TOO

A structured knowledge questionnaire will be prepared to assess the knowledge regarding ill effects of fast food among young adults in bengaluru. or conditions in a situation. The data will be collected from both primary and secondary sources.

RESEARCH INSTRUMENTS
Questionnaires. Respondents will fill the questionnaires who will be directly approached.

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STATISTICAL TOOLS
Z-test A Z-test is a statistical test for which the distribution of the test statistic under the null hypothesis can be approximated by a normal distribution A one-sample location test, two-sample location test, paired difference test and maximum likelihood estimate are examples of tests that can be conducted as z-tests. Z-tests are closely related to t-tests, but t-tests are best performed when an experiment has a small sample size. Also, ttests assume that the standard deviation is unknown, while z-tests assume that it is known. If the standard deviation of the population is unknown, the assumption that the sample variance equals the population variance is made.

LIMITATION OF THE STUDY

Survey had been conducted with the help of 100 respondents which will act as variables. The sample size will be small hence arriving at an overall opinion of consumer perception about fast food in India is very difficult. The study is limited to only in Bangalore city

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CHAPTER 1 REVIEW OF LITERATURE

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REVIEW OF LITERATUR
A review of literature involves a systematic identification, location, scrutinization and summary of written materials that containing information on a research problems. According to Polit and Beck a review of literature is a written summary of existing knowledge on a research problem. In depth study of any subject involves a systematic review and appraisal of all the relevant scholarly literature and a specific topic. Literature related to the ill effects of fast food among young adults has been presented under the following categories.

Literature and studies related to the consumption of fast food in India. Literature and studies related to the ill effects of fast food among young adults. Literature and studies related to the knowledge regarding ill effects of fast food among young adults.

Most of people find it unhealthy and have negative ideas about its nutritional value. In the Vitamin Alphabet, Scott-Moncrieff states that Meals from fast food outlets usually contain too much salt, fat, chemical additives, sugar and insufficient fibre Authoritarians still have different point of views towards nutritional value of fast food. Critics calls them as junk food but supporters insist that they can be part of a healthy diet consuming too much fast food can seriously damage peoples health. For instance it is scientifically known that eating too much fast food result in obesity and obesity causes many other health problems. Fast food also causes signs of liver damage. Some other health problems can be counted, too. Some big fast food companies such as McDonalds, Pizza Hut, KFC and etc. present some alternatives to overcome the problems about peoples health. But they dont change their products ingredients unless they are forced by laws. By this way they only lessen their products harm and continue to sell them to their customers.

Fast food also known as Quick Service Restaurant or QSR is the term given to food that can be prepared and served very quickly. While any meal with low preparation time can be considered to be fast food,

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typically the term refers to food sold in a restaurant or store with preheated or precooked ingredients, and served to the customer in a packaged form for take-out/take-away. The term "fast food" was recognized in a dictionary by MerriamWebster in 1951.Outlets may be stands or kiosks, which may provide no shelter or seating, or fast food restaurants also known as quick service restaurants. Franchise operations which are part of restaurant chains have standardized foodstuffs shipped to each restaurant from central locations. Restaurants with much higher sit-in ratios, where customers tend to sit and have their orders brought to them in a seemingly more upscale atmosphere may be known in some areas as fast casual restaurants.

Today world is very fast paced and its getting even faster by the minute. Fast-food nutrition makes it possible to keep up with this speed-of-sound lifestyle. Unfortunately fast foods tend to be lacking in nutrition and be full-time contributors to the obesity epidemic and other debilitating diseases. It might be cost efficient, but from a health standpoint, it can be very destructive. There are a growing number of healthier alternatives being incorporated into every fast-food menu today. A lot of people lead busy lifestyles. The main function of fast food is to give someone a quick and easy fix or alternative to cooking at home when they are in need of something to eat in a hurry. Another function of fast food is to give people a good bang for their buck. It is rather inexpensive and portions are more than sufficient.

Eating a lot of fast food has detrimental side effects. Being that it is so high in fat and calories, immediate effects would include gas, bloating, elevated heart rate and energy crashes. Continuous consumption of fast food over the course of months and even years can cause obesity, high cholesterol, atherosclerosis, heart disease and diabetes.

Maintaining nutritional balance is not easy with fast food as there is no control over how they are cooked. Some are cooked with a lot of oil and butter and there may be no option if a people want this selection with reduced fat. The large portions also encourage overeating. Fast foods also tend to be short on Page 23

fresh fruits and vegetables. In general, people with high blood pressure, diabetes and heart disease must be much more careful about choosing fast food due to the high content of fat, sodium and sugar.

Fast food restaurants are increasing day by day with variety of food. But the quality of food they giving is very low. More concentration they are giving for the taste of food to attract the customers. All kind of foods are available in fast food restaurant. But nutritional content is very low compared to household diet. Adults who are staying away from home like to have fast food due to the non availability of household food.

A study regarding dietary habits and ill effect on fast food was assessed for its knowledge among college going adult girls in selected college of Hyderabad, India. The method used was a purposive sampling technique on 164 adult college girls in Hyderabad. The result showed that most (72%) of girls do not have adequate knowledge on ill effect of fast food. The researcher concluded that education is necessary for adult girls regarding ill effect of fast food. Thus the early complications like Obesity, Athereselerosis and other diseases can be controlled.

A study on Socio-cultural and Nutritional Aspects of Fast Food Consumption among Teenagers and Youth was conducted during March to June 2003 in Allahabad City of Uttar Pradesh, India. Samples from four restaurants were selected by stratified random sampling technique. Within each selected restaurant a sample of minimum 30 fast food consumers aged 15-25 years was selected by systematic sampling technique on a randomly selected day that was not a special occasion such as fast or festival. The researcher concluded that majority of fast food consumers (68.3%) belonged to age group of 18-21 years. Fathers of 78.8% and Mothers of 45.2% respondents had graduation or higher educational qualification. 30% of Adults are less conscious about their health. Majority 80% of adults like to have fast food in their areas were they live.

An exploratory study on Consumer perception about fast food in Bangalore India was conducted. The study was to estimate importance of various factors affecting the choice of fast food outlets by Indian young consumers. The study applied multivariate statistical tools to estimate importance of various factors affecting the choice of fast food outlets by Indian young consumers. Results indicated that the young Indian consumer Page 24

has passion for visiting fast food outlets for fun and change, they have the highest value for taste and including quality nutritional values followed by ambience and hygiene.

A study was conducted on Fast-food consumption increases metabolic syndrome risk in young adults. This study proved that Healthy adults who ate two or more servings of meat a day was equivalent of two burger patties increased their risk of developing metabolic syndrome by 25 percent compared with those who eat meat twice a week. The study concluded stating that major problem related to metabolic disease were based on the fast food intake during the younger stages.

A survey was conducted on 6 Negative Effects of Eating Fast Food (high energy density, repeated eating at McDonalds or KFC or Burger King, eating a Big Mac and fries, getting more calories than needed, gaining weight, risk of clogged arteries) among adults. The result showed that foods with a high energy density confuse the brain control systems for appetite, which are based solely on portion size. Fast food not only contains many more calories than traditional food, but also is more likely to undermine normal appetite control systems. Fast Food restaurants feed the obesity epidemic by getting adults to eat many more calories than they need through persistent advertising. Food intake is assessed by the size of the portion, yet a fast food meal contains many more calories than a similar sized portion of a healthy meal. Fast food may speed up adults risk of clogged arteries that can lead to heart attacks. A comparative study was conducted to assess the ill Effects of Fast Foods in adults and old people.

The study used 650 sample collected from young adults and old age people. The result showed that people know that fast food is unhealthy, but because of its affordability, taste and convenience, they make it a part of their diet almost every chance they get. Fast food is typically deep fried; it contains tons of calories.

A study was conducted on consumption of fast food and its side effect among adults in a law college, Bangalore. The study included 625 adults of boys and girls who were randomly selected and interviewed. The result showed that more than 70% of adults were regular customers of fast food restaurant. In that 32%

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percent were female, most of them had ill effects like ulcer and other stomach problems. 3% of them had hypertension. Lack of knowledge less than 32% regarding ill effect of fast food was seen in adults.

A study was conducted to assess the knowledge regarding ill effects of fast food among young adults in an engineering college, Pune. A knowledge assessment questionnaire was prepared and the survey technique was used on 1025 students. The results showed that most of the students 78% of them have inadequate knowledge, 20% of have moderate knowledge and 2% have adequate knowledge. Most of them like fast food because of the taste of the food. A study was conducted on Profile of street foods sold in Asian countries in 2000 among adults. The objective of the study was assess the ill effect of fast food. This study revealed that fast food contain colours like tartrazine, erythrosine and sunset yellow which were toxic and ingestion of foods containing high concentrations of colours (9.45 and 4.0 mg). The study emphasised the need to evaluate the risk of the population to colours on a long-term basis.

A study on Fast Food Consumption of United States (U.S) Adults was conducted, the study mainly assessed the Impact on Energy and Nutrient Intakes and Overweight Status. The method used (USDAs 1994 to 1996) was a continuing Survey of Food Intakes by Individuals, data collected were analyzed and presented in graphs and tables.. The result showed that one in four adults reported eating fast food.

Adults who reported eating fast food on at least one survey day had higher mean body mass index values(BMI=25) than those who did not eat fast food on both survey days. The result was concluded that a positive association was seen between fast food consumption and overweight status. Fast food consumption was associated with a diet high in energy and energy density and low in essential micronutrient density and frequent fast food consumption may contribute to obesity.

An article states that eating at Fast-food Restaurants More than Twice Per Week is Associated with More Weight Gain and Insulin Resistance in Healthy Young Adults. After 15 years, those who ate at fast-food restaurants more than twice each week compared to less than once a week had gained an extra ten pounds and Page 26

had a two-fold greater increase in insulin resistance, a risk factor for type 2 diabetes. Diabetes is a major risk factor for heart disease. The author found that the adverse impact on participants weight and insulin resistance was seen on person who ate frequently at fast-food restaurants, even after adjustment for other lifestyle habits.

A study was conducted on Multi-Ethnic group of Atherosclerosis on Fast-Food Consumption, Diet Quality, and Neighborhood Exposure to Fast Food was examined by the investigator. There was a significant association among fast-food consumption, diet, and neighborhood fast-food exposure by using 20002002 Multi-Ethnic Study of Atherosclerosis data.80% of US reported that participants reported usual fast-food consumption and consumption near home. Results showed that fast-food consumption and neighborhood fastfood exposure are associated with poorer diet.

A study was performed on dietary value of Fast-food consumption among US adults. Data was collected from 17370 adults. Dietary intake data were collected by two non-consecutive 24-hour dietary recalls. Fast-food use was reported by 37% of the adults and 42% of the children. Adults and children who reported eating fast food had higher intake of energy, fat, saturated fat, sodium, carbonated soft drink, and lower intake of vitamins A and C, milk, fruits and vegetables than those who did not reported eating fast food. Similar differences were observed among individuals between the day when fast food was eaten and the day when fast food was not eaten. With todays hectic lifestyles, timesaving products are increasingly in demand. Perhaps one of the most obvious examples is fast food. Today the demand for the, hectic lifestyles, timesaving products are increasingly. Obliviously one of the example is Fast Food Industry. The rate of growth in consumer expenditures on fast food has led most other segments of the food-away-from home market for much of the last two decades. Since 1982, there is growth rate in consumer spending at fast food.

The consumers spent at fast food outlets grew at an annually he proportion of away-from-home food expenditures on fast food also increased. Everyone eats Fast Food even knowing that it is not healthy for them. Reasons are because of speed, convenience and price. However, fast food has many hidden costs, Page 27

including the high price of bad health. Not to mention the fact that for such cheap food, you're actually being overcharged by a big amount. So the real reason is not price, but convenience. You can get much cheaper food by cooking for yourself, but you are not always at home to do the cooking, or you do not always feel like cooking.

Now People want quick and convenient meals they do not want to spend a lot of time preparing meals, traveling to pick up meals or waiting for meals in restaurants. That result, consumers rely on fast food. Knowing this fast food providers are coming up with new ways to market their products that save time for consumers. The rapid rate at which the fast food industry continues to add outlets is as much a reflection of consumer demand for convenience as it is a reflection of demand for fast food itself. Expanding the number of outlets increases accessibility, thus making it more convenient for consumers to purchase fast food. Rising incomes, longer workdays, and a growing tendency for both spouses to hold full-time jobs are widely credited. This trend rise in a way from home expenditures to fast food especially benefits from these trends. The fast food industry focuses heavily on rapid consumer turnover, speed of service, and take-out sales. Most fast food chains emphasize convenience and low prices by offering a narrow range of menu items.

In the Fast food industry, the critical success factors are: Location, Menu s As we talk about the location theory, there are 16 classic location factors: availability of raw materials, transportation, market, energy, labor, capital, technical knowledge, scale, agglomeration, demand, competition, government influence, tradition, random factors, environmental factors, and perception. The cover these factors is an important varies by industry or individual company management. Today, the Site location matters a lot.

A poor location decision can have much greater and more immediate effects on operating efficiencies and cash flow The fast-food industry spends over a billion dollars a year on catchy slogans to lure consumers for example. You deserve a break today!" "Have it your way!" "Run for the border!" To enter the doors of the competition. But according to new survey the restaurant's location may be the biggest factor in fast-food purchase decisions. Consumers that fast service is less important than the convenience of getting to the

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restaurant in the first place. Twenty-six percent of adults surveyed by Maritz Marketing Research of Fenton, Missouri, say that a convenient location is the most influential factor in their choice of fast-food restaurants. Men are more likely than women to value convenience, at 31 percent versus 23 percent, and those aged 65 and older value it less than younger adults.

The food intake of the people of any country is related to a number of factors like income of consumers, employment status, educational level and cultural differences (Dowler, 2001). Due to global change the life styles of people change gradually, they spend more money on fast food rather than spending on higher education, computers, books, magazines, newspapers, videos and recorded music (Schlosser, 1998). Fast foods have been defined by Bender and Bender (1995) as s Fast food is broad term used for a restricted menu of food that lend themselves to production techniques, suppliers tend to specialize in product such as hamburger, pizza, chicken and sandwiches . Definition of the fast food in a book by the Lundberg is Fast food means quick service-the food already prepared and held, limited menu items and no table service (Lundberg, 1984). The sheer size of the fast food enterprise guarantees that it has a considerable influence on the eating habits of large segments of the population.

Segmentation of residential customers should be focused by the firms like the target customers in specific geographic places, plan strategically if there is differentiation in land of selected segments and the people capability to influence political decision making (Kwate, 2008). Few studies have examined the effects of neighborhood access to fast food outlets on individual health outcomes. The studies that have taken place have all been in the U.S, and there is scant evidence for an association between access to fast food retailing and individual health outcomes.

Fast food has the negative effect on the social habits of the people, as the gain in the mass (weight) is found to be directly proportional to the fast food especially in Women. It is supposed that both the technical and the legislative parties should sit together and find some solution to the problems that are being faced in the environment to improve the quality of the fast food so that the technical issues may be made the part of the

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policy (Tester, Stephanie A. Stevens et al., 2010). Hazard analysis and critical control point (HACCP) is found to be the very good technology to improve the speed of the safety implementation and the quality of the food in the industry especially fast food industry.

The use of the technology has increased the growth of the fast food industry, as the Burger King and the Macdonald s has increased their budget for the TV advertisements, and as a result led to increase in the sale (Harris, Schwartz et al. 2010). Poultry meat (One of the key ingredients used in the fast food industry) quality insurance is the very key and primary issue for the fast food industry. Fast food has a large social effect on the life of the people, it is found to be the one of the most important factor in the increasing obesity rate in the young generation (Bowman, Gortmaker et al., 2004). Due to the advancement in the technology the fast food is now available at more convenient places and at the more convenient price. This industry is increasing at a rapid rate; it is also producing consequent impact on the social, political, economical aspects of the life. Fast food is a term given to food that can be prepared and served quickly. Usually its a term given to junk food or food preheated or precooked. It is one of the largest influences on the community as a whole especially on children, teens, and even adults. Fast food is a multibillion dollar industry that has influence on what and how we eat. It does not only affect persons nutrition and diet, but also the economy. On average one-fifth of the American population eat in a fast food restaurant each day. This is becoming an escalating problem since fast food restaurants are provoking obesity from a very young age.

It is believe that people who consume this in a daily basis will lack a good nutrition as well as a good physical condition. Fast food is definitely a problem that concerns us as a society, obesity, health issues, cost cares, franchises in business, laws and regulations are some of the issues fast food involves. Even though some fast food restaurant are now offering healthier options, people attending fast food restaurant are not going with healthy in mind. The media, the government, the school authorities should all be involved and

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concern with major influences and consequences fast food to their communities. In order to understand this global influence, fast food conveys, this three important questions should be considered.

1.

What kinds of campaigns and advertisements have been developed to inform the community of

the bad influence fast food has?

2.

Fast food advertisement targeting children, teens, and young adults for which reasons? What is

the concern of this?

3.

Whats exactly in fast food meals? Why is it considered bad or unhealthy?

The following review on literature will highlight the attempts made on informing the community about fast food consumption, reflect on the bad influence fast food brings as a whole, and discuss the importance of preventing fast food consumption in a future. What kinds of campaigns and advertisements have been developed to inform the community of the bad influence fast food has? Fast food influence is a serious concern affecting worldwide, individuals and organizations have developed a variety of campaigns to inform and educate people and promote the prevention and consequences of consuming fast food. Since fast food consumption influence arouse campaigns in mass media, schools and communities have been made to reach a variety of discourse communities and the genre of this campaigns cover different information. Following the First World War drive-in restaurants, fast food, were introduced. Franchising was later introduced, in 1921, formally standardizing menus, signage, and advertisings. Today the United States has the largest fast food industry in the world. The bad influence and consequences of consuming fast food, was not clear in the early stages. Throughout time, campaigns have been promoted to inform the community of these consequences and introducing a healthier diet. Fast food restaurants use many different forms of marketing to advertise their product. Television advertising, radio advertising, restaurants websites, banners as well as social media are all advertising to influence the community on fast food consumption. A major part of the fast food education has always been in written form on advertisements, banners, brochures, articles. Some notable educational literature pieces to inform the reader about the harmful health problems fast food cause were made available to the community.

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Fast Food Nation: The Dark Side of the All-American Meal is a book that examines the local and global influence of the United States fast food industry. America is an obese country and needs to act upon the fastfood chains. (Schlosser, 2001). Concern with advertisement, Schlosser explains how the McDonalds Corporation modelled its marketing tactics on the The Walt Disney Company, which inspired the creation of advertising icons such as Ronald McDonald and his sidekicks. Campaigns and advertisement have developed to inform the community of the bad influence of fast food. The goal of these campaigns is to increase awareness about the harmful consequences on both immediate and long term health problems caused by fast food consumption. Campaigns offer statistics, nutrition information and facts about the increasing obesity problem in the United States. They mainly convey knowledge to young adults about the impact of nutrition and healthy lifestyles by focusing on the harmful effects of fast food.Fast food advertisement targeting children, teens, and young adults for which reasons and what is the concern of this? Children and adolescent are now the target of intense and specialized food marketing and advertising efforts. Fast food marketers are interested in youth as consumers because of their spending power, their purchasing influence, and as future consumers. Multiple techniques are used to reach youth; these marketing channels include television advertisement, internet, toys and brand logos. However foods marketed to children are predominantly high in sugar and fat.

Marketers know that children and teenagers have a considerable purchase influence and can successfully negotiate purchases. Studies have documented that young children have little understanding of the persuasive intent of advertising. Children prior to age 7 or 8, tend to view advertising as fun, entertaining, and unbiased information. The heavy marketing of high fat, high sugar foods to this age group can be viewed as exploitative because young children do not understand that commercials are designed to sell products and they do not yet possess the cognitive ability to comprehend or evaluate the advertising. Early adolescence thinking becomes more multidimensional, adolescents can be persuaded by the emotive messages of advertising, which play role into their developmental concerns related to appearance, self-identity and belonging. A test was conducted to children about which kings they knew the most, or which king was more familiar to them.

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This figure clearly shows what kids are involved and familiarized with. When asked which kings they were familiar with the majority answered burger, as in Burger King, a fast food restaurant. Clearly advertisement and fast food restaurants are getting the youth attention. Whats exactly in fast food meals? Why is it considered bad or unhealthy?A study released contains controversial claims about menu items served at McDonalds. Based on the high levels of carbon and nitrogen isotopes found in meat products, claim that cattle and poultry were predominantly fed corn, which makes them as fat as possible in a short time, and raised in extreme confinement. Some meat products found nitrogen were so high that they were consisted with environments where animals had consumed their own waste. Fast food is unhealthy since consumers most of the time order food with more fat, calories, sugar and sodium and less nutrition and vitamins than is necessary. It may be considered unhealthy too if the person consumes too much of them, including the super-size option. Fast food restaurant advertisement are not exactly honest or true, there is a difference in what your offered and what you are actually served Currently most of the people prefer fast foods and foods cooked in microwave oven instead of preparing and cooking homemade foods that takes longer. The trend of having food quickly has advantages and disadvantages either. The only benefit of eating fast foods and foods cooked in microwave oven is to provide to save time. There are many people who live in rush and have loads to do. In this case, its hard to find time to cook a meal. Therefore fast foods and foods cooked in microwave oven emerge as a solution for those people. But there are many drawbacks of fast foods that outweigh this advantage.

Since fast food restaurants became widespread, people do not eat balanced and nutritious. That causes serious health problems later. Especially for children, to eat balanced, healthy and nutritious is essential for proper growth. To eat so much fast food in childhood might cause permanent growth disorders that might affect on childrens psychology as well. Rates of obesity increases inevitably just as proliferation of eating fast foods. Obesity is not just to be overweight. It results significant health problems. In some countries, obesity rates are so high that the governments of those countries must take measures instantly to prevent this increase. Also the belief that microwave ovens trigger cancer is a noteworthy one, and one that i believe in. There is the same thought about fast foods too. All things considered, we can conclude that to eat fast foods and foods cooked microwave ovens is to play with our healths for the sake of saving a little time. When we lose our health, neither money, nor time can get it back.

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A study was performed on dietary value of Fast-food consumption among US adults. Data was collected from 17370 adults. Dietary intake data were collected by two non-consecutive 24-hour dietary recalls. Fast-food use was reported by 37% of the adults and 42% of the children. Adults and children who reported eating fast food had higher intake of energy, fat, saturated fat, sodium, carbonated soft drink, and lower intake of vitamins A and C, milk, fruits and vegetables than those who did not reported eating fast food. Similar differences were observed among individuals between the day when fast food was eaten and the day when fast food was not eaten.

A study was conducted on Multi-Ethnic group of Atherosclerosis on Fast-Food Consumption, Diet Quality, and Neighborhood Exposure to Fast Food was examined by the investigator. There was a significant association among fast-food consumption, diet, and neighborhood fast-food exposure by using 20002002 Multi-Ethnic Study of Atherosclerosis data.80% of US reported that participants reported usual fast-food consumption and consumption near home. Results showed that fast-food consumption and neighborhood fastfood exposure are associated with poorer diet.

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CHAPTER-2 DATA ANALYSIS AND INTERPRETATION

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Intermediate analysis:
After giving an account of the objectives, methodology and review of literature, the study has been further analysed with the help of the following tables and diagrams.

From which sources you get to know about fast food? Table No. 1 No of respondent

News Paper

T.V Advertisement Friend

15

47

Internet

28

Others

Total

100

Analysis
The majority of respondent that is 47% came to know about the FastF ood from their friends and the other main sources are Maximum of respondents came to know about the fast food from Internet. Some of respondents came to know about the fast food from T.V. Advertisements. Newspaper has least effect on the respondents awareness of fast food

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In the above table, it has been found out that the influence of friends is more than other sources of information that means people influenced by their close associate. The same has been represented through the diagram given below.

Fig. No. 1: Presenting sources to know about fastfood

Source of information

1% 9%

28% 15% News Parer T.V Advertisement Friends Internet Others

47%

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Table No.2 Which Factors influence your decisions to eat fast food? No of respondent

Price

28

Time

32

Quality

15

Taste

13

Others

12

Total

100

Analysis: In the above table, it has been found out that the time is precious and youth is influencing toward FastFood to save time, some said price, while very few are influenced by taste and other factors. some respondents are also influenced by the taste for consumption of fast food.

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 1/4 of the respondents are influenced by the price for eating fast food Maximum of the respondents are influenced by the time for choosing fast food Minimum number of the respondents are influenced by the taste and other

The same has been represented through the diagram given below.

Fig. No. 2: Presenting factors influencing to eat Fast Food

Influencing factors
35% 32% 30%

28%

25%

20% percentage 13% 12%

15% 15%

10%

5%

0% Price Time Quality Taste Others

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Table.No.3: Table showing the visits in fast food outlets.

No of respondent

Percentage

Once a month

10

10%

Once a fortnight

20

20%

Once a week

40

40%

Very often

30

30%

Total

100

100%

Analysis:
In the above table, it has been found out that many of the people are very regular they visit Fast-food outlets every week and many of them they do not like fast food but in some conditions they are also going to Fast-food outlets, no matter they likes it or not but to save time and hang out with friends they are also visiting Fast-food outlets but very often.

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 The least respondent were those who visit once a month to fast food outlet. Maximum respondents visit once a week to fast food outlet. 0f respondents are very often visitors to fast food outlet. The same has been represented through the diagram given below.

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Fig.3: Presenting the visits in fastfood outlets.

Frequency of visit
45%

40% 40%

35%

30% 30%

25%

percentage 20% 20%

15%

10% 10%

5%

0% Once a month Once a fortnight Once a week Very often

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Table.No.4: Table showing which food people like most.

No of respondent

Percentage

Fast food

38

38%

Home cook food

62

62%

Total

100

100%

Analysis: In the above table, it has been found out that People likes Home cooked food and there is a big reason for liking Home cooked food because everybody knows that the food they are eating at home is very healthy for them, they knows the ingredients and natural preservatives which are been used in Home cooked food. Some of them like the Fast-food that does not mean that they did not like home cooked food but if people want to hangout they want some good place near around and for a short or a long time meetings they can easily visit Fast-food outlets. Most of the respondents like home cooked food. Yet there is a reasonable number of respondents who like fast food. Page 43

The same has been represented through the diagram.

Fig.4: Presenting which food people like most.

Food liked most

38%

62%

62%

Fastfood Home cooked food

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Table.No.5: Table showing the nearest fast-food outlet for consumer.

No of respondent

Percentage

Mc Donalds

42

42%

KFC

23

23%

Dominos

18

18%

Subway

17

17%

100

100%

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Analysis: In the above table, it has been found out that McDonalds and KFC both outlets are nearest to their home. The fastfood outlets are covering the major Locations of the city, ever outlet is very strategically established in Bangalore city. Many of the areas are still left to cover by fast food outlets there are more opportunities in exploring new places where public can easily reach. Mc Donalds outlet is nearest to most number of respondents from their place. KFC follows Mc Donalds in regard to the nearness of location from the respondents place Subway outlet is the one which is near to very less respondents place. The same has been represented through the diagram given below.

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Fig.5: Presenting the nearest fast food outlet for consumer.

Nearness of fast food outlets

17, 17%

42, 42% Mc Donalds KFC 18, 18% Dominos Subway

23, 23%

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Table.No.6: showing the people used free coupons for trying a new outlet?

No of respondent

Percentage

Yes

38

38%

No

62

62%

Total

100

100%

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Analysis:
In the above table, it has been found out that the customer are not attracted by coupons to try new outlets. They visit the nearest outlet . 38% respondent said incentive schemes and prizes attract them. Most respondents are not attract by the coupon schemes to try a new fast food outlet .They visit the outlets considering the location of the outlet.

The same has been represented through the diagram.

Fig.No.6: Coupon scheme for trying new outlet

38%

Yes No

62%

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Table.No.7: Table showing the public opinion on visiting Fast Food outlets

No of respondent

Percentage

Have less Time

11

11%

Spend time with friends

84

84%

Like to be seen at fast food outlets

05

5%

Total

100

100%

Analysis:
In the above table, it has been found out that the people percept FastFood outlets for others as a place of hanging out with friends, eating quick food and for status too. In most respondents opinion people are visiting fast food outlets to Hang out with friends. Least number of respondents are of the opinion that people are visiting fast food outlet as they like to be seen there. The same has been represented through the diagram given.

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Fig.No.7: Presenting the public opinion on visiting Fast Food

90% 84%

80%

70%

60%

50%

percentage 40%

30%

20%

11% 10% 5%

0% Have less time Spend time with Friends Lik to be seen at Fast food Outlets

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Table.No.8: Table showing Consumers awareness towards health aspects of eating at fast food outlets. No of respondent Percentage

Agree

23

23%

Somewhat Agree

30

30%

Disagree

8%

Somewhat disagree

7%

Undecided

32

32%

Total

100

100%

Analysis: In the above table, it has been found out that the peoples are somewhat aware about the health aspects of eating at fast food outlets. Half of the number of respondents think consumers are aware of the health aspects of eating at fast food outlets. A reasonable number of respondent are undecided about the awareness of the consumers towards health aspects of eating at fast food outlets. The same has been represented through the diagram given below.

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Fig.No.8: Presenting the consumers awareness towards health aspects of eating at fast food outlets.

Awarness of health aspects

Agree, 23%

undecided, 32%

somewhat disagree, 7%

Somewhat agree, 30%

disagree, 8%

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Table.No.9: Table showing the response towards fast food of causing health risk.

No of respondent

Percentage

Agree

47

47%

Somewhat agree

23

23%

Disagree

0%

Somewhat Disagree Undecided

11

11%

19

19%

Total

100

100%

Analysis:
In the above table, it has been found out that the people are aware. They know that Fast Food can be a reason for health disease on the other hand for some people it does not matter that they can suffer any health disease.

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 Most of the respondents thinks fast food can be a reason for health disease. None of the respondents disagree to the statement that fast food can be a reason for health risks yet there is consumption of fast food. There is a group of respondents who cannot decide that fast food can be risky to their health. They yet eat at the fast food outlets without any concern. The same has been represented through the diagram given below.

Fig.No.9: Presenting the effects of eating Fast Food on health.

Effect on health of eating fast food

Undecided, 19%

Agree, 47% Somewhat Disagree, 11%

Disgree, 0%

somewhat Agree, 23%

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Table.No.10: Table showing the information among the respondents about fast food outlets in Bangalore City.

No of respondent

Percentage

Yes

79

79%

No

0%

Can`t say

21

21 %

Total

100

100%

Analysis:
In the above table, it has been found out that the Bangalore has more outlets of Fast Food because of the busy schedule and fast working. Most of the respondents agree to the statement that Bangalore has more fast food outlets. The rest of the respondents were unaware of the number of fast food outlets in Bangalore None of the respondents were against the statement that Bangalore has more number of fast food outlets Page 56

 This above statement brings out that Bangalore has a good number of fast food outlets. The same has been represented through the diagram given below.

Fig.No.10: Presenting the information among the respondents about fast food outlets in Bangalore City.

Can`t say 21%

No 0%

Yes 79%

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Table.No.11: Table showing respondents awareness about fast food outlets taking steps to prevent health problems.

No of respondent

Percentage

Agree

12

12%

Somewhat Agree

28

28%

Disagree

8%

Somewhat Disagree

12

12%

Undecided

40

40%

Total

100

100%

Analysis:
In the above table, it has been found out that people are not much aware of the steps taken by the fast food outlets to prevent health related problems of the consumers.

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 There are respondents who agree to the statement that steps are taken by the Fast food outlets to prevent health risks of their customers. There are a few number of respondents who disagree to the statement that steps are taken by the Fast food outlets to prevent any health problems of their customers. Yet they visit these fast food outlets because of various reasons. Most of the respondents are unaware of the steps taken by the Fast food outlets to prevent any health risks of their consumer. The same has been represented through the diagram given below.

Fig.No.11: Presenting respondents awareness about fast food.

Awarness about fast food outlets' healthy measures

Agree 12%

Undecided 40% Somewhat Agree 28%

Disgree 8%

Somewhat Disagree 12%

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Table.No.12 Table showing the age group visiting the fast food outlets.

Age

No. of responded

16-20

21-25

32

26-30

42

31-35

18

Analysis:
The maximum number of respondents are from the age group of 26 to 30.Followed by the age group of 21 to 25.This shows that the most number of visitors to the fast food outlets are young. They are single employed or college students. Those who are newly married are also visitors to the fast food outlets.

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Fig.no.12 showing the age groups visiting the fast food outlets.

Age group

18

32 16-20 21-25 26-30 42 31-35

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HYPOTHESIS TESTING
Null hypothesis: peoples are shifting from Home cook food to fast food. Ho: 1=2 Alternate hypothesis: peoples are not shifting from home cook food to fast food H1: 1 2

= 2.5%

= 2.5%

-1.96 Level of significance = 5% Criticality = 2 tail test Sample is more than 30 so, apply Z test . tab = 1.96 P = x/n (proportion) 62/100 = 0.62(62%peoples like Home cook food) = .38(38%peoples like fast food)

+1.96

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 cal = p- = 49.45

p (1- p) / n

Therefore, cal > tab That is cal lie in the rejection region. We will accept the Alternative hypothesis So, we can say that people are not shifting from home cooked food to fast foods.

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CHAPTER 3 FINDINGS & CONCLUSIONS

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FINDINGS
After giving a detailed analysis and interpretation, the following findings have been drawn.

Most number of respondents came to know about fast food from their friends and closed ones. Some of respondents eat fast food because they have time constraint and some respondents consume fast food owing to the pricing factor. Half of respondents visit fast food outlets weekly that can be said as 4 to 5 times in a month, followed by respondent visiting twice a month, of the respondents are those who are very often visitor of fast food outlets. Some of the respondents like fast food no matter how often they visit fast food outlets, but most of the respondents like home cooked food but they also visit fast food outlets. The inner desire of the respondents to eat fast food is there but they do not eat because of many factors like health consciousness, do not have proper information about menu etc. For most of the respondents the coupon schemes did not attract to visit a new fast food outlet or change in preference from one outlet to another. So, people those who are devoted towards taste their preference did not change, by coupon schemes only a few respondents went out to try a new outlet. I find that most of the respondents know that fast food can be a reason of disease yet they are eating fast food, some of the respondents are unaware that fast food can be a reason for health risk.

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RECOMMENDATIONS
From the entire study and analysis of fast foods and home cooked foods the first recommendation is that the fast foods chains must be well aware the consumer about the products and there nutrition value. The fast food outlets should be open 24 hours because at night a person who is in hurry and hungry too, that person cannot wait for a long. Consumer wants quick service like jinni in a lamp, as fast as he/she orders and the order gets ready in a second. The study produced suggestion that fast foods chain can come up with purely Indian food that give feel like home cooked food or they can serve pure home cooked food. The crew member of the fast food outlets should suggest the customers about the best combination of dishes and which will be suitable according to their tastes and preferences. The menu card should contain a single sentence preparation method for each and every food items. Sometimes customers are confused regarding which dish to order, and it will give their value for money or not.

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CONCLUSION

The study concludes that the youth is shifting from home cooked food to fast food, as everybody knows that home cooked food is always cheaper from outside food and home cooked food is healthy too. Research concludes that the main factors which is affecting the choice of consumer for fast food is word of mouth and influence of friends whom they are following, their friends or they trust them and they like the place to roam around with friends in free time and busy both times. Internet is also a main source of affecting choice of consumer for fast food, through social networking, by displaying advertisement on different sites and sometimes with special effects like when you drag the mouse on an advertisement suddenly it pop outs and it is realistic that a person who is hungry after looking such dishes he/she can feel more hungry. Those consumers who likes specific dishes their preference cannot be changed by any of the incentive schemes or by the prizes their trust toward a specific recipe is very strong. Study concludes that some of the consumer goes to fast food outlets for taste as well as status. The fast food outlet management could match up with the expectations of the customers. The tastes and serving techniques does not attract the customers. The real taste is absent in the fast food outlets. Fast food outlets have to do a lot of work to change the mind of customers with different feeling and to create a perception in the customers mind towards the service, quality and hygienic food.

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Learning experience:
By preparing the project it taught many things, when a person interacts with anyone it is not compulsory that the other person reacts the same as he/she wants. Many a time people reacts very weird even they do not want to respond there thinking towards research work is not much important but on the other hand some gives a lot of respect toward research work they find there selves very proud to be interviewed. Interaction with others and to know them more is an interesting part. It gives more knowledge to how interact with others, and handle them. They wanted to be greet themselves by others, whomever you are talking with he/she must not feel uncomfortable because if a person feels uncomfortable than the data may be not very trusted. So, by making friendly environment the possibilities of getting good data maximizes. Youth of India is becoming more attracting towards Fast Food because of the ambience, taste, service, and the place where they can hang out with friends without any disturbance.

Ethical Implications
Ethics are norms or standards of behaviour that guide model choices about our behaviour and our relationship with others. The goal of ethics in research is to ensure that no one is harmed or suffers adverse consequences from research activities.

Obligations to the society

The research is conducted with responsibility and in the light of moral and legal order of the society. Care has been taken to maintain high scientific standards in the methods employed in the collection and analysis of data and the impartial assessment and dissemination of findings.

Integrity
The research has been done with sincerity and consistency. There has been no harm done to any subjects during the research as a consequence of participation in the research. Consistency has been drawn in every thought and action.

Confidentiality
I have confidential communications such as papers or grants submitted for publication and personal records. Sincere attempt has been done to preserve and promote confidentiality of the respondents information.

Objectivity

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There has been no biasness in conducting the experimental design, data analysis, data interpretation, peer review, personnel discussions, grant writing, expert testimony, and other parts of the research where objectivity is expected.

Honesty
I have been honest in all parts of my research work. The data collection, analysis and interpretations has not been manipulated or tampered upon. There has been no fabrication of data or falsification. The data has been collected through sufficient consent of the respondents and reason for my research has been disclosed to the respondents before data collection.

Openness
The research conducted and inferences proposed are open for criticism and further discussion. The data, results, ideas, tools and resources have been properly shared with the colleagues mentoring and working together.

Respect for Intellectual Property

I have honoured patents, copyrights and any other forms of intellectual property. I have not used any unpublished data, methods or results without permission. I have acknowledged and gave credit to all who have contributed for this research.

Page 69

BIBLOGRAPHY :

REFERENCE BOOKS
PHILIP KOTLER Marketing management, Pearson Education India, 2009 S.P.GUPTA and M.P.GUPTA Business Statistics. Dr.L.NATARAJAN Marketing. Dr.P.RAVILOCHAN Marketing Research.

JOURNALS
Kevin Rail. Fast-food Nutrition Effects 2004 Polit FD, Beck CT. Nursing research principles and methods. 7th edition. Philadelphia: 2004. India On Top 10 List Of Frequent Fast Food Eaters Globally Academy of Management Journal 2005.. International Journal of Management, Economics and Social Sciences2012, Vol. 1(1), pp. 19 25 Anita Goyal, N.P. Singh. Consumer perception about fast food in India: an exploratory study. British Food Journal 2007.

WEBSITES
1. 2. 3. 4. 5. 6. 7. URL http:// www.economictimes.com URL http:// www.google.com

URL http://www.mcspotlight.org/company/company_history.html URL http://commerceplus.blogspot.com/2010 URL http://www.factsntips.com/2011/04/kfc-history.html URL : http ://www.expresshospitality.com URL : http :// www.myfit.ca

Page 70

APPENDICES

Page 71

Consumer perception towards fast food

1. Do you visit fast-food outlet? a. Yes b. No 2. From which sources you get to know about fast food? a. News Paper ______ b. T.V Advertisement ______ c. Friend ______ d. Internet ______ Others ______ 3. What you consider while selecting a fast food outlet? a. Price ______ b. Time ______ c. Quality ______ d. Taste ______ e. Others ______

4. How often you visit fast food outlet? a. Once a week ______ b. Once a fortnight ______ c. Once a month ______ d. Very often ______

5. Which food you like the most? a. Fast food ______ b. Home cook food ______

6. Which fast food outlet is nearer to your place? a. Mc Donalds ______ b. KFC ______ c. Dominos ______ d. Subway ______ 7. How would you rate these on your preference scale of [1(Very Bad)2(Bad)3(Average)4(Good) 5(Very Good) ]?

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a. Mc Donalds i. 1____ b. KFC i. 1____ c. Dominos i. 1____ d. Subway i. 1____

ii. 2____ ii. 2____ ii. 2____ ii. 2____

iii. 3____ iii. 3____ iii. 3____ iii. 3____

IV. 4____

v. 5____

IV. 4____ v. 5____ IV. 4____ v. 5____ IV. 4____ v. 5____

8. Rank on scale of 1-5 [1(Very Bad)2(Bad)3(Average) 4(Good)5(Very Good)]: Mc Donalds KFC Dominos Subway Service Menu diversity Quantity Quality 9. Have you used free coupons for trying a new outlet? a. Yes ______ b. NO ______ 10. Which of the following statement is true in your opinion on why people visit fast-food outlets? Agree Somewhat agree Undecided Disagree Somewhat disagree

a. They have less time b. They enjoy spending time with friends c. They like to be seen at fast-food outlets

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11

People are aware of the health aspects of eating at fast-food outlets? a. Agree b. Somewhat agree c. Undecided d. Disagree e. Somewhat disagree 12 Can eating at fast-food outlets cause health risks? a. Agree b. Somewhat agree c. Undecided d. Disagree e. Somewhat disagree

13 Do you think Bangalore has more fast food outlets? a. Yes ______ b. No ______ c. Can`t say ______ 14 Do you think the steps are taken by the fast-food outlets to prevent health problems? a. Agree b. Somewhat agree c. Undecided d. Disagree e. Somewhat disagree Personal Data 15 Gender a. Male b. Female 16 Age Group: a. 16 20 b. 21 25 c. 26 30 d. 31 35 e. 36+ 17 Occupation: ______ 18 Income: a. 15000 b. 16000-25000 c. 26000-35000 d. 36000-45000 e. 46000 and above. Page 74

______ ______

______ ______ ______ ______ ______

Thank you for giving your precious time.

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