CONSUMER BEHAVIOUR

ACTIVITY
Characteristics of consumers of Fast food in India and USA

INDIA
❖ In India, an average consumer has a passion for visiting fast
food outlets for fun and change but home food is their choice.

❖ They always give first preference to homemade food and

believe that it is more nutritious than fast food.

❖ Most consumers feel that fast food outlets must provide

additional information on nutritional value and hygiene
conditions inside kitchen

❖ Many consumers prefer to keep it away from their daily routine

because they fear the adverse health problems caused from
them.

❖ They never consider fast food as a substitute for the home-made

food

❖ Various news reports and research studies published in public

domain have all contributed to consumer perception towards fast
food.

❖ Many fear that chemicals like Ajino motto are all included in
Fast food items and this health consciousness is a major factor
in their choices
USA
❖ In USA, the fast food is more prevalent in lower class
neighborhoods. We can find many fast food restaurants even in
remote small towns.

❖ The fast food culture is hugely popular among the young

working-class population in USA, who are mostly single or
workaholics

❖ Many Americans feel that it is easier for them to get fast-food

than going to restaurants

❖ Many American people find it very difficult to cook at home

amidst their already busy home chores and fast food joints are
found in all places.

❖ More like, Americans find these fast food joints as places for
fun to be with friends and family.

❖ The Common American attitude of giving more importance to

work than quality of life is attributed to be the prominent reason
for high popularity of fast food in India.
 Characteristics of rural consumers of Fast food in India

❖ All India Institute of Medical Sciences conducted a study on the

junk food consumption in rural area with special reference to
rural Himachal Pradesh.

❖ The studies have shown that there is increased consumption of

junk foods in rural India, especially among school children.

❖ Another research study conducted on rural Maharashtra also

found that the one of the reasons for increased Hyper tension
among rural population in Maharashtra is due to increased
intake of fast foods.

❖ Many rural households still have a negative opinion about fast

foods and find it very hazardous to health.

❖ In comparison to US rural households, rural India has not yet

succumbed to fast food. One of the reasons is that rural India is
still conservative and more culturally rooted than America.

❖ Still many youngsters are attracted to fast food joints in modern

times due to globalization and more open market with fast food
joints taking all efforts to capture new terrains.

❖ Thus, in rural India (which is still hazzle free unlike urban India
where 24 hours are not enough in a day) has not yet given much
space to fast foods.

❖ It is hugely popular among youngsters who are mostly at it for

pleasure and fun with friends.