0 Introduction

Fast food industry is one of the worlds fastest growing sectors in food industry. However,
over a period of time, with a growth in the number of nuclear families, economic growth and
increasing per capita income as well as globalization, fast food culture gained prominence in
India. The study reveals that 64% of the respondents visit fast food outlets once in a week
and majority of the respondents spent more than 15% of their monthly income on fast food
and the most favourite cuisine preferred by the respondents is western junk foods. They also
expressed that the discount offered at the fast food outlets are considered as the effective
promotional activity.

The concept of fast food isn't new. Early in the 19th century, at the start of the Industrial Age
when people had to work 12 to 14 hours a day, there was scarcely any time for long breaks
for eating. The first snack bars and kiosks arose in front of factories. Today, quick meals
outside the home have become an essential part of our lifestyle.

Fast food 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, typically the term refers to
food sold in a restaurant or store with low quality preparation and served to the customer in a
packaged form for take-out/take-away. The fast food industry in India has evolved with the
changing lifestyles of the young Indian population. It may take some time for the local
enterprise to mature to the level of international players in the field. Many of the traditional
dishes have been adapted to suit the emerging fast food outlets. The basic adaptation is to
decrease the processing and serving time. For example, the typical meal which called for
being served by an ever alert attendant is now offered as a Mini-Meal across the counter. In
its traditional version, a plate or a banana leaf was first laid down on the floor or table.
Several helpers then waited on the diner, doling out different dishes and refilling as they got
over in the plate.

1.1 Fast Food Industry Overview

Fast food is a food prepared and served quickly at a fast food restaurant or a shop. It is served
usually in a carton or bags in order to minimize cost. Fast food outlets often provide take
away or take out foods in addition to sit down services. Fast food is a multi-billion industry
continuing to grow at a rapid pace in coming years.
Fast food is often highly processed and prepared in an industrial fashion i.e., with standard
ingredient, methodical cooking and production methods.

The Start of Fast Food Culture

The concept of fast food pops up during 1920s.The 1950s first witnessed their rapid
proliferation. Several factors that contributed to this explosive growth in 50s were:
 (1) Americans love affair with the automobiles.
(2) The construction of a major new highway system.
(3) The development of sub-urban communities.
(4) The baby boom subsequent to world war second.
Fast-food chains initially catered to automobile owners in suburbia.
The notion of "fast" food reflected American culture in which speed and efficiency are highly
prized.

The purpose of this study was to check the effect of brand image on brand loyalty
and the role of customer perception in it. Quantitative study was conducted in
Jammu. Sample of 59 local people from different regions were selected and
surveyed through questionnaires. Pearson Correlation and t-tests were run to
analyze the data. Finding reveals that positive and significant relation exists
between Brand Image and Brand loyalty and Customer perception also has a
positive moderating effect on this relation. The sample size was too short. This
study can be replicated with a large sample size in similar sector or context. The
impact of marketing communications and consumers knowledge on brand loyalty
can also be studied to enhance the study. Organizations ought to pay special
attention to the building of brand image, achieving customer satisfaction. And
through this they would also be successful in achieving brand loyalty.

The study was carried on to observe the brand image of products of Patanjali Yogpeeth in
Jammu. Nowadays there is witnessed a heavy change in the FMCG sector, people are getting
more inclined towards the ayurvedic and herbal products as well as they are more cautious
towards their health issues. More of yoga and consumption of herbal product is creating
revolution in the society. It was found that in small cities people have heavy faith on
Patanjali products as a medicine.

The different books and magazines are also published of Patanjali Yogpeeth which
are concentrating on the health of the people as well as different aasanas and
pranayama are more effective as well as popular within the people all over the
places in country.