CHAPTER 1

INTRODUCTION

Food is one of the three basic needs of mankind. A person considers the
satisfaction of this need as priority, because it appeals to his sense of taste and appearance.
The tendency of consuming fast-food has increased due to its fast service, appropriateness,
taste and reasonable prices. Chavadi et al (2008) Fast food is not a recent phenomenon.
However, its growth excelled after the 1950s owing to several emerging factors related to
socioeconomic, technological and market perspectives. Food is fuel for your body. It has a
direct impact on how you feel as well as on your overall health. Fast food isn’t necessarily
bad, but in many cases it’s highly processed and contains large amounts of carbohydrates,
added sugar, unhealthy fats, and salt (sodium). These foods are often high in calories yet offer
little or no nutritional value. When fast food frequently replaces nutritious foods in your diet,
it can lead to poor nutrition, poor health, and weight gain. According to the Robert Wood
Johnson Foundation, most people underestimate the number of calories they’re eating in a
fast food restaurant.

The rapidly changing pace in the society and modernisation have slowly brought
changes in the culinary scene. Fast food is something that everyone from kids to elderly
people love to have and talk about. The consumption behaviour of children and youngsters
started to change because of urbanisation, increases in nuclear families, increase in the
proportion of women in workforce, as well as changing lifestyle and eating patterns.

The behaviour of children and youngsters is amusing; they love to have the two big
F’S i.e Fast food and Fun. Their likes and dislikes change faster than any other consumer
group, especially those aged between 8 and 16 years. They grow up faster and are more
connected, more direct and well informed. They have more personal power, more money,
influence and attention than any other generation before them.

Today, children have huge influence on their parents purchases, and parents have a
larger income and a higher education level; there are more single-parent families and more
liberalisation of parent–child relationship, which has resulted into more open negotiation
between parent and child rather than relationship regulated by authority and command. As a
consequence, nowadays, children are receiving more love and attention from both the parents
and are being described as “Little Emperors and Empresses”.

1
 Hence, the job of a marketer is to uncover children and youngsters way of thinking
and thus their true, un-coerced, unarticulated needs and desires so as to give the children and
youngsters the chance to select appropriate products and give marketers the knowledge to
offer products and services that satisfy these needs. Today, in the new era, children and
youngsters play an important role in consumer environment (Cook,2007). The present
children and youngsters segment of India is unique in terms of its sheer size, consumption of
products/services, intellectual ability, pester power, trend setting capability and positive
attitude towards modern technology.

The young generation of the current era considers shopping as an experience rather
than a mere act of purchasing a product. The consumption behaviour of people in Coimbatore
has changed considerably in the last 15 years. One of the main reasons is globalisation.
Almost all big fast food brands of the world have succeeded in making their presence felt in
the country and most of them posting appreciable growth. Children and youngsters have an
enormous market potential. They may be lesser than the average consumer, but they have lots
of money to spend and just as many ideas as how to spend it. Kids present a big business for
fast food segment.

What is Fast Food

Fast food basically includes quick and processed meals easily prepared and served in
restaurants and snack bars. You can easily identify fast food by its easily accessible nature.
They are basically a cheaper alternative we can have instead of home-cooked meals.
However, just like junk food, fast food can also be high in sugar, salt, calorie, and saturated
fat content.

The fast-food culture has bloomed as a result of the busy and tight lifestyle of the modern-day
man who is unable to spare time to prepare a healthy home-cooked meal. However, as an
alternative for this, some fast food owners have taken a step to open salad bars, grilled
chicken, lean meats, and whole-grain buns in their fast-food restaurants. This helps serve
nutritious fast food to nutrition-conscience consumers.

Although some fast-food restaurant owners are concerned about offering the customer a
healthier menu, the majority still cook their food using lots of butter and gallons of cooking

2
oil. Therefore those with diseases like high blood pressure, heart disease, or diabetes should
limit consuming fast food since most of them are rich in sugar, salt, and fat.

Types of Fast Food

Fast food is a category of food that is intended to be served as quickly as possible at any
eating establishment. Fast food was created to make the process of serving meals as seamless
as possible, and it has succeeded in meeting customer needs to the best of its ability.

3
Given below are the names of commonly eaten fast food:

● Hamburger
● Cheeseburger
● Sandwich
● Milkshake
● Muffin
● Burrito
● Taco
● Hot dog
● Fried chicken
● Donuts
● Soft drink
● Pizza
● Onion ring
● Pancake
● Bacon
● Chip
● Noodle

4
STATEMENT OF THE PROBLEM:

Large numbers of international players have entered the fast food sector, and there has been
increasing competition for domestic companies. Now a larger number of fast food choices are
available for children and youngsters to choose from. The role that children play in making
decisions concerning the entire family unit has prompted to direct attention to study the
consumer behavior of children. This study aims to study how children and youngsters make
decisions at various stages of the consumer decision-making process, how they have been
socialized to act as consumers, changes taking place in the socio-cultural environment, when,
why, how and where they purchase or eat fast food, importance to nutritional facts and
information, choice of menu, importance given to the attributes of the fast food restaurant and
finally how they influence the market, especially the fast food industry in Coimbatore

5
SCOPE OF THE STUDY:

The scope of the study is confined to understanding the consumer behaviour of

children and youngsters aged between 8 and 25 years with respect to fast food outlets coming
under organized food service sector in the study area(Coimbatore city). It gives an idea about
an overview of the fast food consumption of children and youngsters. For the study purpose,
three major shopping malls, Brookfields and Fun Republic, and prozone mall , and 33 fast
food outlets in various parts of Coimbatore city were selected. The fast food outlets included
in the study are McDonalds, KFC, Subway, Dominos, Pizza hut, and other fast food cafe(eg.
Red door, zwarma, dhaba etc).

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OBJECTIVES OF THE STUDY:

∙ To understand the demographic profile and fast food consumption behaviour of

children and youngsters.

∙ To determine the effect of the consumer behaviour variables on the fast food

consumption behaviour of respondents.

∙ To reveal the importance given by respondents on various attributes of fast food

restaurants.

∙ To study the perception of respondents on choice of menu, nutritional facts and opinion

of fast food restaurant.

∙ To segment the respondents based on the consumer behaviour of fast food.

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RESEARCH METHODOLOGY:

Research methodology is a search of knowledge through objectives and

systematic method of finding solution to a problem.

RESEARCH DESIGN:

In this study, descriptive research design is used to identify the consumer

behaviour of respondents. Descriptive research describes the characteristics of a population or
phenomenon being studied. The main goal of this type of research is to describe the data and
characteristics about what is being studied. The idea behind this type of research is to study
frequencies, averages and other statistical calculations.

It is mainly conducted to gain knowledge on the characteristics of some relevant

groups for the research. Hence, in this context, the present study is of descriptive type since it
aims to gain knowledge and describe the characteristics of children by studying their
consumer behaviour towards fast food.

SAMPLING DESIGN:

Sampling design is a definite plan for obtaining a sample from a given

population. It refers to the various technique for selecting items for the sample.

SAMPLE UNIT:

Data has been collected form individuals of various age groups.

SAMPLE SIZE:

Out of 126 respondents collected, owing to non-response, inconsistency and other

reasons, 6 questionnaires have been excluded. Thus the sample size is120.

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DATA COLLECTION:

In this study, the researcher used two methods for data collection, they are,

PRIMARY DATA COLLECTION:

For the primary data collection the researcher used a well structured questionnaire.

SECONDARY DATA COLLECTION:

Secondary data collected consist of information from several books, journals.

TOOLS USED FOR THE STUDY:

1. PERCENTANGE ANALYSIS:

Percentage analysis method refer to a specific kind which is used in making

comparison between two or more series of data. % are based on descriptive relationship. It
compares the relative items. Since the % reduce everything to a common base and thereby
allow meaning comparison

Number of respondents *100

PERCENTAGE = Total no of respondents.

2. CHI-SQUARE METHOD

The chi-square test for independence examines whether knowing the value of one variable
helps to estimate the value for another variable. The chi-square test for homogeneity
examines whether two population have the same proportion of observation with a common
characteristic.

𝑥2 = ∑(𝑂 − 𝐸)2
E where denotes expected frequency and

O where denotes observed frequency

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LIMITATIONS OF THE STUDY :

∙ The study is limited to Coimbatore district,hence the result cannot be generalized for

other geographical areas.

● The size of the sample comparing to the population may be less and it may not
represent the whole population.

∙ The study is about the behaviour of children and youngsters , the findings may be

valid only for the present time as they might change due to the growth of fast food
industry.

∙ The result may be based on the personal bias of the respondents.

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CHAPTER SCHEME:

CHAPTER – 1 - INTRODUCTION

CHAPTER – 2 - REVIEW OF LITERATURE

CHAPTER – 3 - PROFILE OF THE STUDY

CHAPTER – 4 - DATA ANALYSIS AND INTERPRETATION

CHAPTER – 5 - FINDINGS, SUGGESTION AND CONCLUSION.

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 CHAPTER 2

REVIEW OF LITERATURE

The framework of proposed research is based on reviews of existing literature, which are
classified into two segments viz. Food Security and Sustainable Food Systems; and
Consumer Behaviour and Consumption Patterns, in order to identify the imperative yet
unaddressed areas and challenges.

1. Nelson, (2010) Now Fast food centers found on the corners of streets, off the side of
interstates, airports, malls, schools, gas stations, local shopping center, and even in hospitals.
“A model of factors affecting consumer decision making regarding food products: a case
study of USA and Japan” scrutinized that there are many factors like values, eating habits,
family structure, tastes and fondness affecting consumer food choice decision making
between the countries and even within countries.
2. Page and Ridgway (2010) In the first study, they performed an extensive qualitative
evaluation of consumer environments of children from disparate socioeconomic backgrounds.
In the second study, they surveyed the same children to collect data related to their
consumption patterns. Findings showed that their socioeconomic background appeared to
play a large role in the children’s responses.

3. PHenry (2011) has revealed that greater sophistication, access to more information and
emphasis on value haveled consumers to desire products more closely fitted to their needs.
Today, consumers are looking for more options at lower prices.

4. Kaleem and Naved (2011) emphasise on the fact that consumer behaviour is rather complex
and affected by many factors. They further say that consumers’ attitudes, predispositions,
motives, needs, expectations, likes, dislikes and other various socioeconomic factors
influence the consumer behaviour.
5. Lindstrom (2012) describe that children and adolescents represent a heterogeneous group
whose profile is difficult to describe. Little is known about the characteristics of their current
living condition and environment that may affect the socialisation of their current and future
consumer behaviour. Their likes and dislikes change faster than any other consumer group,
especially those aged 8–14 years. They have grown up faster and are more connected, more

12
 direct and more well-informed. They have more personal power, more money, influence and
attention than any other generation before them.
6. Rezend et al (2012) found that food habits of the people of a community are heavily
influenced by their custom and tradition and they reports that variety of foods, convenience,
younger age, higher income and higher education are observed to be significant to influence
the habit of consuming fast food.

7. Dunn (2012) and Currie et al (2013) both study found that an increase in the number of fast
food restaurants has a positive effect on the Body Mass Index (BMI) and has a significant
effect on obesity.
8. Ashakiran and Deepth(2013)Excessive junk food eating is more or less flattering a
worldwide event. Each and every year fast food business in India is showing a growth of
about 40%. Through 2.1% of expenses in annual total expenditure, India stands in 10th
position in the fast-food per capita expenditure statistics.
9. Himanshu (2014) formulated a study to observe the demographic factors’ influence on the
fast food eating habits. Women exhibited more enthusiasm in fast food intake compared to
men. Importance towards fast food intake is detected to be high in married individuals having
a family of 2-4 members. It was also concluded that there was a noteworthy impact of
demography on the fast food eating habits in India.
10. Hattersley et al. (2014) Numerous elements like household environment, learning
environment, convenience and closeness to fast food sources and community upbringing in
their environment setting predisposes the food routine of young adults.
11. .
12. Trinath (2014) and Mahajan (2015)In most of the studies, students reported an excessive
intake of fast food. Youngsters and higher income category people were directly connected to
frequent utilization of fast food. A few studies exposed that there was a remarkable difference
in knowledge and implementation between city and countryside school children concerning
the convenience and fast food.
13. S. Abraham, M. Manuel et.al(2015)“Eating habits of individuals directly relates to persons
health. To them students are aware of the risks associated with their habits of eating
unhealthy foods but their habits of eating unhealthy food does not correlate with their
knowledge on it. The study also mentioned that students should be made aware about the
harmful effects of fast food consumption”.

13
 14. M. S. Anitharaj (2016) “People mainly go to fast food restaurants for get-together, parties
and also to enjoy the taste of the food. It was observed that there is strong relationship
between the prices of different fast food products and the number of visiting times of the
consumers to the fast food outlets. The study also showed that for the fast growth of fast-food
outlets consumer’s acceptances of food served by them are very much important”.
15. B. Narayan & M. Prabhu (2016) “Taste, time, money cleanliness and hygiene are the major
factors which have influenced students for fast food. The study showed that consumption of
fast food among male students in the university is more than female students. Findings also
revealed that consumers often visit to fast food outlets not only for meal but for the social
gatherings among friends, colleagues and classmates.”
I. N. Syafiqah, R. Normala et.al (2017)“The consumption of fast food is comparatively more
among female students than male students. Results of the study showed that consumers
consume fast food as frequently as 1 to 5 times a week”.
16. V. B. Dhange, V. Pari, S. Kumar et.al (2017)“People consume fast food because of its
delicious taste. They have put forwarded that 31.87% of their respondents were unaware of
harmful effects of fast food consumption. The study has suggested to, conduct awareness
campaign regarding the harmful effects of fast food consumption and usefulness of balanced
diet”.
17. Y. Shami& F Fatima (2018) “There is no correlation between perception of fast food being
unhealthy and frequency of consumption of fast food among college girls. In their study they
have mentioned that it is the responsibility of the government regulate the fast food market
and limit the fast food from schools and colleges for better health of the younger generation.”
18. Prabhavathi et al.,(2018) According to a study Fast food industry sector is one of the
world‟s 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
absence of healthy menu, no new varieties of fast food were major problems perceived by the
consumers in fast food restaurants.
19. Kaushik et al., (2019) In a study researchers had written that Fast food has become an
important part of dietary menu for most children and adolescents. Children are easily
convinced by marketing strategies and peer pressure. Fast food is not good for health. They
are high in sugar, saturated fats, salt and calories and low in nutrients and fiber. Consumption
of diet high in sugar, saturated fat, salt and calorie content in childhood can lead to early

14
 development of obesity and cardiovascular diseases. Nutritional labeling of food might
restrict the quantity of food ordered and choice of low fat menu among children of educated
parents. Promotion of healthy eating habits and education about junk foods needs to be
strengthened.

20. Madhvapaty and Dasgupta (2019) A study revealed that there is a shift from opting to eat
at home to opting to eat out. People also have awareness about harmful effects of processed
foods was high but the reason for consumption was attributed primarily to ease of purchase.
The implications of the research are an attempt to ensure that key steps are taken by public
officials: such as a tax on unhealthy foods, subsidies for healthy food, and promotion of
healthy norms. Also FSSAI guidelines need to strengthen to ensure that customer awareness
increase and food companies opt for a more transparent communication platform.

21. Rajitha, (2020) A researcherstudied in his research that due to rapid urbanization, income
growth and globalization have lead to dramatic shifts in Indian diets during the past 40 years.
The diversification from traditional food products to western style is responsible for changes
in the whole food system. These kinds of dietary changes are also affecting the small farmers
by commercializing agriculture and shifting towards contract farming. The changes in
purchasing behavior and food preferences are encouraging people to buy processed foods in
supermarkets and are replacing traditional supply chains. Specific changes –transition from
millet to rice; from cereal to meat and from seasonal vegetables to high-value vegetables also
seen in this study. Drastic changes in consumer demand and dietary preferences have changed
the way food is produced in this country. These changes are leading to obesity and severe
health problems as well as making the many small farmers leave agriculture.

22. Deaton, Drèze,(2020)In a paper, researchers have worked on recent evidence on food intake
and nutrition in India. According to the researcher calorie requirements have declined due to
lower levels of physical activity or improvements in the health environment. These deficits
are reflected in some of the worst anthropometric indicators in the world. The recent trends
are still remained confused and there is an urgent need for better nutrition monitoring.

23. Lakhotia, (2022) A study was conducted to assess the fast food habits in adolescents. Fast
food habits are now days very common among youngsters & greater attraction towards these
rather than towards traditional foods are found. Result of this study revealed that 80%

15
 adolescents preferred fast foods. Thus it can be showed liking for fast foods is very common
among adolescents.

24. Harris et al., (2022) In a study researchers evaluate the nutritional quality and marketing of
fast food. They select fast food menu of 12 restaurants for evaluation. Researchers divide the
menu in different groups and then they evaluate the nutritional quality of food products and
marketing practices of restaurants.

25. Philips and Stewart, (2023) In a book, there is a chapter on “Validating Diet Composition by
Chemical Analysis”. In this chapter writer wrote that there are really three reasons for
assessing the diets. The first is to develop diets with the desired nutrient concentrations; the
second is to verify, prior to feeding, that the prepared diets have the desired nutrient levels,
and the third is to document the constancy of dietary composition over the course of the
study. Procedures for chemical analysis of diet samples are also written in this chapter.

26. Johnson et al., (2023) An analysis had done on junk foods. The results of the study shown
that junk food contains high levels of sugars, salt and trans fats. And high level of these
contents associated with chronic heart diseases and hypertension. In study researchers also
found that salt content was not given by companies on the label. To reduce salt in diets and
junk food companies should be asked to label salt quantity of their package. Labeling of 8
trans fats, saturated fats, sugars and salt along with already mandatory labeling nutritional
information should be mandatory, at least for serving size for all processed foods including
takeaway foods.

27. Pingali and Khwaja ,(2023)In a study researcher has examines the change in the nature of
food demand in India in the last twenty years. It identifies two distinct stages of diet
transition associated with the period of economic growth. During the first stage,
income-induced diet diversification, consumers move away from inferior goods to superior
foods and substitute some traditional staples, especially rice. In the second stage, diet
globalization, the influences of globalization are much more marked with increased
consumption of proteins, sugars and fats. Diet diversification has marked the process of
transformation in food production system.

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1. Nelson JE. Children as Information Sources in Family Decision to Eat Out. Advances in
Consumer Research, W. L. Wilkie (ed), 6, Ann Arbor, MI: Association for Consumer
Research, 2010; 419-23.

2. Page C, Ridgway N. The impact of consumer environments on consumption patterns of

children from disparate socioeconomic backgrounds. Journal of ConsumerMarketing. 2010;
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3. Henry A. Consumer Behaviour and Marketing Action. 6th edition. Asian Books Pvt. Ltd.;
2011.

4. Kaleem KM, Naved KM. Facets of Indian Advertising and Consumer Behaviour – An
Empirical Approach.New Delhi: Kanishka Publishers and Distributors; 2011: 5.

5. Lindstrom M. BRAND Child. New York: Kogan; 2012

6. Rezende and de Avelar, Maria Nelliyanil, Sharada Rai, Ragahavendra Babu Y.P, Shashldhar
M. Kotian, Tanima Ghosh, Manisha Singh (2012), “ Fast Food Consumption Pattern and its
Association with Overweight Among High School Boys in Mangalore City of Southern
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7. Dunn, R. A. (2012), “Obesity and the Availability of Fast-Food: An Instrumental Variables

Approach”, SSRN elibrary

8. Ashakiran, Deepthi R. Fast foods and their impact on health. Journal of Krishna Institute of
Medical Sciences University 2013;1:7-15.

9. Himanshu BR. A study on the demographic profile of the fast food consumers in India.
International Journal of Scientific & Technology Research 2014;9(3):6917-6920.

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10. Hattersley L, Irwin M, King L, Allman-Farinelli M. Determinants and patterns of soft drink
consumption in young adults: a qualitative analysis. Public Health Nutrition
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11. Mahajan P. Fast food consumption & its impact on adolescents. International Journal of
Academic Research and Development 2014;3(2):556-559

12. Trinath M. A comparative study to assess the knowledge regarding effects of junk food
consumption between urban and rural area, among schoolchildren, Tirupati. International
Journal of Advanced Research in Medical & Pharmaceutical Sciences 2015;2(10):2455-6998.

13. Abraham, S., Manuel, M., et.al (2015), College student’s perception of risk factors related to
fast food consumption and their eating habits, Journal of Nutrition and Human Health Vol.2,
Issue 1, pp18-21.

14. Anitharaj, M. S., (2016), A study on Behaviour of Youngsters towards Fast Food Restaurants,
International Journal of Emerging Research in Management and Technology Vol.
7, Issue 1, pp1-7.

15. Narayan B.,& Prabhu M., Examining fast food Consumption behaviour of students in
Manipal University, India, African Journal of Hospitality, Tourism and Leisure, Vol. : 4 (2)
2016.

16. Syafiqah, I.N., Normala, R., et.al (2017), Fast Food Consumption Behavior among
University Students, International Journal of Research and Innovation in Social Science,
Vol.2 , Issue XII, December 2018.

17. Dhange, V. B., Pari, V., Kumar, S., et.al (2017). A study to assess the knowledge and
practice of fast food consumption among Pre-University in UdupiTaluk, Karnataka, India
Clinical Epidemiology and Global Health, Elsevier, Page: 172-175.

18. Shami Y. & Fatima F., (2018) “Trend of Fast Food Consumption among College Girls”
International Journal of Scientific & Engineering Research, Vol. 8, Issue 2.

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19. Prabhavathi Y, Krishna Kishore, N.T.Kumar, M. Ramesh February 2018, “Problems and
Changing Needs of Consumers in Fast Food Industry,” International Journal of Scientific and
Research Publications, Volume 4, Issue 2.

20. Kaushik,Jaya Shankar, Narang, Manish and Parakh,Ankit ,February 17, 2019 “Fast Food
Consumption in Children”, Indian Pediatrics, Volume 48.

21. Madhvapaty, Havish and Dasgupta, Aparajita, Jan. 2019 “Study of Lifestyle Trends on
Changing Food Habits of Indian Consumers”, IOSR Journal of Environmental Science,
Toxicology and Food Technology (IOSR-JESTFT), Volume 9, Issue 1 Ver. II, PP 16-22.

22. .Rajitha,Naredla, 2020, “Diet changes in India over the past 40 years: Implications for the
food system”, Student Organized Event Article MSC Environmental Governance 2012,
Albert-Ludwigs-Universitat Freiburg.

23. . Deaton Angus and Drèze,Jean, 7, February 14, 2020,”Food and Nutrition in India: Facts and
Interpretations”, Special Article, Economic & Political Weekly EPW, Volume xliv No.7.

24. Lakhotia,Garima, 2022 “Assessment of Fast -Food Habits in Adolescents”, M.Sc.

Dissertation, Food Science & Nutrition Department, MDS University, Ajmer, India.

25. Harris JL, Schwartz MB, Brownell KD,2022, “Fast Food FACTS: Evaluation of The
Nutritional Quality And Marketing of Fast Food to Youth, Available at
www.fastfoodmarketing.org/media/FastFoodFACTS_Report.pdf.

26. Phillips, Katherine M. and Stewart, Kent k., , 2023, Chapter22 -“Validating Diet Composition
by Chemical Analysis”, Book - "Well-Controlled Diet Studies in Humans, A Practical Guide
to Design and Management", American Dietetic Association.

27. Johnson,Sapna ,Sahu Ramakant, and Saxena,Poornima, March 2023 “Nutritional Analysis of
Junk Food”, CSE/PML/PR-41/2012, Centre for Science and Environment, New Delhi.

28. Pingali, Prabhu and Khwaja,Yasmeen,5-7 February, 2023 “Globalisation of Indian Diets and
the Transformation of Food Supply Systems”, Inaugural Keynote Address, 17th Annual
Conference Indian Society of Agricultural Marketing, Hyderabad, ESA Working Paper No.
04-05.

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 CHAPTER 3
PROFILE OF THE STUDY

FAST FOOD:

Fast food culture is an emerging trend among the younger generation. The ready
availability, taste, low cost, marketing strategies and peer pressure make them popular with
children and adolescents. Fast food restaurants are primed to maximize the speed, efficiency
and conformity. The menu is kept limited and standardized essentially to minimize the
waiting time so that the customers eat quickly and leave. This perspective delineates the
emerging fast food culture in India, its impact on children and strategies to counter it.

Junk Food is defined as “any food, which is low in essential nutrients and high in
everything else in particular calories and sodium. Junk foods contain little or no proteins,
vitamins or minerals but are rich in salt, sugar, fats and are high in energy (calories). Highly
salted like chips, high in refined carbohydrates (empty calories) like candy, soft drinks and
high in saturated fats like cake and chocolates

Fast foods are characterized as fast, simply accessible and low cost alternatives to
homecooked meals, in step with the National Institutes of Health (NIH). They conjointly tend
to be high in saturated fat, sugar, salt and calories. in step with the bureau, several nutrition
chains have more responsible growing public awareness regarding nutrition by providing
some food that's lower in fat and calories than their traditional fare.

From onion rings to double cheeseburgers, fast food is one of the world‟s fastest
growing food types. Fast foods are quick, reasonably priced, and readily available
alternatives to home-cooked food.
Although convenient and economical for a busy lifestyle, fast foods are typically
high in calories, fat, saturated fat, sugar, and salt. Many other definitions are proposed for fast
foods in the literature. A few of these are mentioned below:

Definition 1. Fast food has been defined by Bender and Bender (1995)7 as a „general
term used for a limited menu of foods that lend themselves to production-line techniques;
suppliers tend to specialize in products such as hamburgers, pizzas, chicken, or sandwiches‟.

20
 Definition 2. In Data Monitor‟s (2005)8 survey, the fast food market is defined as the
sale of food and drinks for immediate consumption either on the premises or in designated
eating areas shared with other foodservice operators or for consumption elsewhere.

Definition 3. As per “The Free Dictionary‟, 9 fast food is „inexpensive food, such as
hamburgers and fried chicken, prepared and served quickly‟.

Definition 4. According to Merriam-Webster online dictionary,10 fast food is

„designed for ready availability, use, or consumption and with little consideration given to
quality or significance‟.

REASON FOR EATING FAST FOOD

CHOOSING CONVENIENCE
Busy schedules typically diminish the number of your time individuals ought to
prepare healthy, nutrient meals, in order that they take quicker, easier choices. Whole foods
resembling vegetables and meat take time and room instrumentality to cook properly,
whereas alimentation hamburgers area unit sometimes served at intervals minutes of
ordering. Over time, that convenience becomes a habit and eventually a perceived necessity
to stay up with such a fast society. Disrupting that routine needs an investment of your time,
and the general public choose to follow the quicker possibility.

EASING ANXIETY
A peripheral results of this fast culture is accrued levels of stress and anxiety. accrued
stress levels cause the body to expend additional energy, stimulating hunger for calorie-dense
sustenance and driving individuals to eat fatty, sweet food. High levels of hysteria conjointly
cause individuals to hunt out food as a method of comfort. once stressed, individuals seek for
ways that to calm themselves, and junk food‘s positive effects on the reward center of the
brain create it a comforting go-to alternative.

SUFFERING FROM LACK OF SLEEP

There is conjointly proof to counsel that sleep deprivation motivates individuals to
decide on junk foods over healthy foods. once sleep is restricted, the primal reward center of
the brain becomes additional active whereas government functions of the frontal lobes

21
become additional suppressed. This effectively diminishes possession, creating individuals
additional probably to hunt out foods high in fat and sugar, that area unit logically poor
selections that trigger the reward center.

DEVELOPING ADDICTION
People may opt for food just because they need developed a gentle physical
dependence on that. Studies show that binge ingestion foods high in sugar or fat leads to
organic compound changes within the brain just like those who develop in addiction. in line
with a study printed in ―Physiology and Behavior‖ in Oct 2011, rats that routinely eat foods
high in sugar and fat mentally crave additional of these substances and knowledge
withdrawal-like symptoms if they are doing not get access to that. once developing the habit,
individuals is also neurochemically driven to decide on food(Friedman)

FAST FOOD PROMOTION

Fast food sale is promoted among youngers through sponsorship of sports or

cultural competitions with attractive free gifts. The sponsors offer discounts on purchase of
their brand of fast food. Film celebrities and sports stars are often involved for marketing
their products. Fast foods are marketed to children through television advertisements by use
of animation and favorite cartoon characters. Television advertisement has an important role
in promoting unhealthy dietary practices among children, including diets which are high in
fat, sodium or added sugar. Apart from advertising through television, other media like
newspaper, magazines, billboards, radio and cinemas are also used for marketing.

FACTORS RELATED TO FAST FOOD CONSUMPTION

Fast food chains are gaining popularity with nuclear families as working parents have
less time for meal preparation at home. The vast majority of working parents with school
going children are labored with exhausting commutes, other household chores and stress.
While their children spend most of their time away from home by attending tuition classes
after their school hours or engaged in recreational activity. For children skipping breakfast at
home, fast food comes handy in school.

A positive correlation of increased fast food consumption, skipped breakfasts and

increased body mass index was found among adolescents. Socio economic status is an

22
important factor related to fast food consumption among children. In a study conducted in
Hyderabad, children from high socio-economic status preferred fast foods to traditional foods
despite their better nutritional knowledge. Proximity of fast food joints to households could
also predispose to increased consumption.

The Government‟s initiations to achieve the vision of Food Secure India seems to be
ineffective when researchers depicted the gap between demand and supply of food products
and forecasted that it will continue if necessary actions will not be taken. This implies that in
the years to come, the country will have to rely on imports of food items to meet the domestic
requirement (Mittal, 2008; Kumar, P., et al., 2010). The increased aggregate agri-product
demand, and particularly through the consumption of resource intensive foodstuff, is directly
responsible for the rising pressures on land, water and other natural resources used in the
production of food. The agriculture sector is extremely resource intensive (Moomaw et al.,
2012 cited from Nellemann et al., 2009). The pressure on agriculture to meet requirement of
food will eventually force for overexploitation of resources, and it will be a compromise with
our own wellbeing and quality of life. The planet cannot afford to continue taking this path. A
transition towards a more sustainable lifestyle is crucial to enable future generations to have
access to their fair share of resources3 . Having endeavored for many years to achieve the
vision of Food Security and Sustainable Food System; it is still a dream for India. We are
living in a world of food abundance, yet there is widespread of food insecurity. In analysis of
this failure, it was found that government policies are predominantly focusing on the
production side to increase the physical availability of food. Household consumption patterns
and the drivers behind them were poorly understood. Population growth and economic
development are driving consumption around the world and will continue to do so, as billions
of consumers, especially in China, India and other emerging economies, add to the demand
for goods and services. The market pressure created by competitive spending and
conspicuous consumption turn the affluence of some into the exclusion of many4

23
FAST FOODS AND SCHOOL

Fast foods are widely available in schools through variety of outlets. Cafeterias at the
schools offer sodas, cold drinks, chips and many other foods of low nutritional value. Sale of
junk foods in school cafeteria often competes with more nutritious school lunch schemes.
Most of western countries and few schools in India have banned the sale of junk foods in the
school cafeteria. Akshaypatra foundation, a nongovernmental organization in India has
introduced school mid-day meal programs in government aided schools, where healthy Indian
foods are offered to children.

Fast food is not only easy to prepare but also takes less time and it can be arranged for
a large number of students. It offers a lot of variety with different cuisines from many
different countries and cultures presenting with many choices. This will save students from
the regular monotonous and boring items. The raw material required is not so expensive and
it makes for reasonably priced options. This is beneficial for those students who cannot afford
expensive food stuff.

MOTIVES FOR CHOOSING FAST-FOOD RESTAURANTS BY THE YOUNG people

A. The quickness of serving is an essential criterion of choosing of a certain type of

restaurant, due to the lack of time the young people invoked several times during the
interview. The young people's preferences for fast-foods are, consequently, justified.
B. The food price. The young people's preferences for this type of restaurant are not
determined only by quickness in preparing and serving the products, but also by the
food price.
C. Familiarity with the products offered by the fast-foods represents another motive
which justifies young people’s choice. The familiarity with the fastfoods – even the
dependency of them, as we mentioned earlier – was indirectly explained by the young
people through the trust, safety and certainty which this type of restaurant convey to
consumers.

24
 D. The socializing possibility, as another motive for choosing the fast-food by the young
people, is supported by its informal environment, and therefore is adapted, to a great
extent, to the young people's needs.

LACK OF NUTRIENTS IN FAST FOOD

Fast food is typically void of fiber. This can be as a result of fiber is presumably to be
found in unprocessed foods, like whole grains and vegetables. Bread employed in
sandwiches, wraps and hamburgers is probably going to be breadstuff that contains virtually
no fiber. Vegetables also are high in fiber; however sandwiches, wraps and different fast-food
dishes seldom contain a big quantity to supply the fiber required in your diet.(Ward)

VITAMINS AND MINERALS

Most victuals has been stripped of any vitamins and minerals. Nutrients square
measure a lot of teeming in fruits, vegetables and whole grains, none of that square measure
probably to be found in victuals. Hamburgers, fries, chicken nuggets and different common
victuals choices square measure particularly low in nutrients. Salads can be a lot of
nourishing, though not forever. Let‘s say, McDonald‘s Premium Southwest dish with Grilled
Chicken contains a hundred thirty % of the Daily worth of vitamin a and fifty percent of the
desired antioxidant. The aspect dish, however, solely contains forty five and twenty five
percent of constant nutrients. Calcium and iron are often found in some victuals things;
admire burgers with cheese or burritos. However, no different essential minerals, like zinc,
potassium and copper, are probably to be found in quick foods.

PROBLEM IN CONSUMPTION OF FAST FOOD

OBESITY

Fast food will have a terrible impact on your body. as an example, food will increase
risk of obesity as a result of the intercalary fats, refined grains, sodium, intercalary sugars and
sweeteners in it. Obesity is that the root explanation for infinite health issues that may have a
heavy impact on your quality of life.

25
CARDIOVASCULAR DISEASES

According to the yank Heart Association, intake Trans fats will harm your vascular
system. It will increase your possibilities of developing heart diseases and stroke. Also, with
a weakened vascular system, it will get troublesome to perform physical activities.

NUTRITIONAL DEFICIENCIES

Fast foods lack several essential nutrients, notably vitamins and minerals equivalent
to calcium, iron, vitamins A, B, C, D and E, potassium, zinc and monounsaturated fats. If
your body lacks these nutrients, it weakens the system and puts you in danger for health
problem and infection.

LIVER HARM

Liver has got to work tougher to get rid of Tran‘s fat from the body. This artificial fat
will generally, build up within the liver and cause harm. If this is often unmarked and not
unbroken under control, there will be liver failure.

26
 CHAPTER - 4

ANALYSIS
The term analysis refers to the computation of certain measures along with searching for
patterns or relationship that exists among data group. After collection of data, the data has to
be processed and analysed in accordance with the outline laid down for the purpose at the
time of developing the research plan.

INTERPRETATION
Interpretation refers to the task drawing INTERPRETATION from the collected facts
after an analytical and or experimental meaning of research finding. The task of interpretation
has two major Aspects:
● The effort to establish continuity in research through linking the result of a given study with
those of another.
● The establishment of some explanatory concepts.
Interpretation is essential for the simple reason that the usefulness and utility component of
research process.

27
 TABLE 1
AGE OF RESPONDENTS

Age Frequency Percent

11 to 15 years 11 9.2
15 to 20 years 16 13.3
20 to 25 years 78 65.0
8 to 10 years 15 12.5
Total 120 100.0
Source: Primary data.

INTERPRETATION

It is inferred that 65.0 % of the respondents were under the age group of 20-25 years
and 13.3 % of the respondents were under the age group of 15-20 years and 12.5 % of the
respondents were under the age group of 8-10 years and 9.2 % of the respondents were under
the age group of 11-15 years.

Majority the 65 % of the respondents were under the age group of 20-25 years.

28
 CHART 1

AGE OF THE RESPONDENTS

Majority the 65 % of the respondents were under the age group of 20-25 years.

29
 TABLE 2

GENDER OF RESPONDENTS

Gender Frequency Percent

Female 44 36.7
Male 76 63.3
Total 120 100.0
Source: Primary data.

INTERPRETATION

It is inferred that 63.3 % of the respondents were male and 36.7 % of the respondents
were female.

Majority the 63.3 % of the respondents were male.

30
 CHART 2

GENDER OF THE RESPONDENTS

It is inferred that 63.3 % of the respondents were male and 36.7 % of the respondents were
female.

Majority the 63.3 % of the respondents were male.

31
 TABLE 3

EDUCATION QUALIFICATION

Education Frequency Percent

post graduate 59 49.2
school level 32 26.7
under graduate 29 24.2
Total 120 100.0
Source: Primary data.

INTERPRETATION

It is inferred that 49.2 % of the respondents were post graduate and 26.7 % of the
respondents were school level and 24.2 % of the respondents were under graduate

Majority the 49.2 % of the respondents were post graduate.

32
 CHART 3

EDUCATION QUALIFICATION

It is inferred that 49.2 % of the respondents were post graduate and 26.7 % of the respondents
were school level and 24.2 % of the respondents were under graduate

Majority the 49.2 % of the respondents were post graduate.

33
 TABLE 4

OCCUPATION DETAILS

OCCUPATION DETAILS FREQUENCY %

Employed 6 5.0
Government employees 6 5.0
Own business 29 24.2
Salaried 14 11.7
Student 65 54.2
Total 120 100.0
Source: Primary data.

INTERPRETATION

It is inferred that 54.2 % of the respondents were students and 24.2 % of the
respondents were own business and 11.7 % of the respondents were salaried and 5.0 % of the
respondents were government employees and 5.0 % of the respondents were employed

Majority the 54.2 % of the respondents were students.

34
 CHART 4

OCCUPATIONAL DETAILS

It is inferred that 54.2 % of the respondents were students and 24.2 % of the respondents
were own business and 11.7 % of the respondents were salaried and 5.0 % of the respondents
were government employees and 5.0 % of the respondents were employed

Majority the 54.2 % of the respondents were students.

35
 TABLE 5

FAMILY TYPE

Type of family FREQUENCY %

Joint family 40 33.3
Nuclear family 80 66.7
Total 120 100.0
Source: Primary data.

INTERPRETATION

It is inferred that 66.7 % of the respondents were nuclear family and 33.3 % of the
respondents were joint family.

Majority the 66.7 % of the respondents were nuclear family.

36
 CHART 5

FAMILY TYPE

It is inferred that 66.7 % of the respondents were nuclear family and 33.3 % of the
respondents were joint family.

Majority the 66.7 % of the respondents were nuclear family.

37
 TABLE 6

MONTHLY INCOME

MONTHLY INCOME FREQUENCY %

₹10000 -₹20000 26 21.7
₹20000- ₹30000 29 24.2
Above 30000 25 20.8
up to ₹10000 40 33.3
Total 120 100.0
Source: Primary data.

INTERPRETATION

It is inferred that 33.3 % of the respondents were up to Rs 10000 and 24.2 % of the
respondents were Rs 20,000-30,000 and 21.7 % of the respondents were Rs 10,000 -20,000
and 20.8 % of the respondents were above 30,000 .

Majority the 33.3 % of the respondents were up to Rs 10,000.

38
 CHART 6

MONTHLY INCOME

It is inferred that 33.3 % of the respondents were up to Rs 10000 and 24.2 % of the
respondents were Rs 20,000-30,000 and 21.7 % of the respondents were Rs 10,000 -20,000
and 20.8 % of the respondents were above 30,000 .

Majority the 33.3 % of the respondents were up to Rs 10,000.

39
 TABLE 7

DO YOU CONSUME FAST FOOD FREQUENTLY

CONSUME FAST FOOD FREQUENCY %

FERQUENTLY
No 28 23.3
Yes 92
76.7
Total 120 100.0
Source: Primary data.

INTERPRETATION

It is inferred that 76.7 % of the respondents consume fast food frequently and 23.3 %
of the respondents were NO

Majority the 76.7 % of the respondents consume fast food frequently.

40
 CHART 7
DO YOU CONSUME FAST FOOD FREQUENTLY

It is inferred that 76.7 % of the respondents consume fast food frequently and 23.3 % of the
respondents were NO

Majority the 76.7 % of the respondents consume fast food frequently

41
 TABLE 8
CONSUME FAST FOOD ON WEELY BASIS

CONSUME FAST FOOD ON FREQUENCY %

WEEKLY BASIS
1-2 times 69 57.5
3-5 times 30 25.0
5-7 times 13 10.8
more than 7 times 8 6.7
Total 120 100.0
Source: Primary data.

INTERPRETATION

It is inferred that 57.5 % of the respondents were up to 1-2 times a week and 25.0 %
of the respondents were 3-5 times a week and 10.8 % of the respondents were 5-7 times a
week and 6.7 % of the respondents were more than 7 times a week .

Majority the 57.5 % of the respondents were 1-2 times a week.

42
 CHART 8

CONSUME FAST FOOD ON WEEKLY BASIS

It is inferred that 57.5 % of the respondents were up to 1-2 times a week and 25.0 % of the
respondents were 3-5 times a week and 10.8 % of the respondents were 5-7 times a week and
6.7 % of the respondents were more than 7 times a week .

Majority the 57.5 % of the respondents were 1-2 times a week.

43
 TABLE 9
CONSUME FAST FOOD PREPARED INSTANTLY

CONSUME FAST FREQUENCY %

FOOD PREPARED
INSTANTLY
No 40 33.3
Yes 80 66.7
Total 120 100.0
Source: Primary data.

INTERPRETATION

It is inferred that 66.7 % of the respondents were consume fast food prepared instantly
and 33.3 % of the respondents were non consumer

Majority the 66.7 % of the respondents consume fast food prepared instantly

44
 CHART 9

CONSUME FAST FOOD PREPARED INSTANTLY

It is inferred that 66.7 % of the respondents were consume fast food prepared instantly and
33.3 % of the respondents were non consumer

Majority the 66.7 % of the respondents consume fast food prepared instantly

45
 TABLE 10
WHERE DO YOU PREFER FAST FOOD

WHERE DO YOU PREFER FAST FOOD FREQUENCY %

Bakery 30 25.0
fast food shops in malls 13 10.8
Restaurants 33 27.5
Road side shops 42 35.0
Road side shops, Bakery 2 1.7
Total 120 100.0
Source: Primary data.

INTERPRETATION

It is inferred that 35.0 % of the respondents prefer road side shop and 27.5 % of the
respondents prefer restaurants and 25.0 % of the respondents prefer bakery and 10.8 % of
the respondents prefer fast food shop in mall and 1.7 % of the respondents prefer road side
shops, bakery.

Majority the 35.0 % of the respondents prefer road side shop.

46
 CHART 10
WHERE DO YOU PREFER FAST FOOD

It is inferred that 35.0 % of the respondents prefer road side shop and 27.5 % of the
respondents prefer restaurants and 25.0 % of the respondents prefer bakery and 10.8 % of
the respondents prefer fast food shop in mall and 1.7 % of the respondents prefer road side
shops, bakery.

Majority the 35.0 % of the respondents prefer road side shop.

47
 TABLE 11
FAVOURITE FAST FOOD RESTAURANTS

FAST FOOD FREQUENCY %

RESTAURANTS
burger king 11 9.2
Dominos 24 20.0
KFC 34 28.3
Mc donalds 33 27.5
Pizza hut 18 15.0
Total 120 100.0
Source: Primary data.

INTERPRETATION

It is inferred that 28.3 % of the respondents favourite is KFC and 27.5 % of the
respondents favourite is mc donalds and 20.0 % of the respondents favourite is dominos and
15.0 % of the respondents favourite is pizza hut and 9.2 % of the respondents favourite is
burgerking

Majority the 28.3 % of the respondents favourite is KFC

48
 CHART 11
FAVOURITE FAST FOOD RESTAURANTS

It is inferred that 28.3 % of the respondents favourite is KFC and 27.5 % of the respondents
favourite is mc donalds and 20.0 % of the respondents favourite is dominos and 15.0 % of the
respondents favourite is pizza hut and 9.2 % of the respondents favourite is burgerking

Majority the 28.3 % of the respondents favourite is KFC

49
 TABLE 12
WHOM DO YOU EAT FAST FOOD

WHOM DO YOU EAT FAST FREQUENCY %

FOOD
Alone 10 8.3
Others 13 10.8
Parents 25 20.8
with friends 72 60.0
Total 120 100.0
Source: Primary data.

INTERPRETATION

It is inferred that 60.0 % of the respondents consume fast food with friends and 20.8
% of the respondents consume fast food with parents and 10.8 % of the respondents consume
fast food with others and 8.3 % of the respondents consume fast food alone.

Majority the 60.0 % of the respondents consume with friends

50
 CHART 12
WHOM DO YOU EAT FAST FOOD

It is inferred that 60.0 % of the respondents consume fast food with friends and 20.8 % of the
respondents consume fast food with parents and 10.8 % of the respondents consume fast food
with others and 8.3 % of the respondents consume fast food alone.

Majority the 60.0 % of the respondents consume with friends

51
 TABLE 13

HEALTH CONDITION OF THE RESPONDENTS

HEALTH CONDITION FREQUENCY %

Aciditic problem 34 28.3
Diabetes 26 21.7
Obesity 16 13.3
stomach upset 44 36.7
Total 120 100.0
Source: Primary data.

INTERPRETATION

It is inferred that 36.7 % of the respondents face stomach upset and 28.3 % of the
respondents face aciditic problem and 21.7 % of the respondents face diabetes and 13.3 % of
the respondents face obesity.

Majority the 36.7 % of the respondents face stomach upset

52
 CHART 13

HEALTH CONDITION OF THE RESPONDENTS

It is inferred that 36.7 % of the respondents face stomach upset and 28.3 % of the respondents
face aciditic problem and 21.7 % of the respondents face diabetes and 13.3 % of the
respondents face obesity.

Majority the 36.7 % of the respondents face stomach upset

53
 TABLE 14

DISCOUNT COUPON

DISCOUNT COUPON FREQUENCY %

Always 39 32.5
Never 36 30.0
Sometimes 45 37.5
Total 120 100.0
Source: Primary data.

INTERPRETATION

It is inferred that 37.5 % of the respondents use discount coupon only sometimes and
32.5 % of the respondents always use discount coupon and 30.0 % of the respondents never
use discount coupon

Majority the 37.5 % of the respondents use discount coupon always

54
 CHART 14

DISCOUNT COUPON

It is inferred that 37.5 % of the respondents use discount coupon only sometimes and 32.5 %
of the respondents always use discount coupon and 30.0 % of the respondents never use
discount coupon

Majority the 37.5 % of the respondents use discount coupon always

55
 TABLE 15
WHY DO YOU PREFER FAST FOOD

PREFER TO EAT FAST FOOD FREQUENCY %

it cheap and best 10 8.3
just for a change from a routine 44 36.7
to enjoy food with family and friends 57 47.5
you dont feel like cooking 9 7.5
Total 120 100.0
Source: Primary data.

INTERPRETATION

It is inferred that 47.5 % of the respondents prefer to enjoy food with family and
friends and 36.7 % of the respondents prefer just for a change from routine and 8.3 % of the
respondents prefer its cheap and best and 7.5 % of the respondents prefer don’t feel like
cooking.

Majority the 47.5 % of the respondents prefer just to enjoy food with family and friends.

56
 CHART 15

WHY DO YOU PREFER FAST FOOD

It is inferred that 47.5 % of the respondents prefer to enjoy food with family and friends and
36.7 % of the respondents prefer just for a change from routine and 8.3 % of the respondents
prefer its cheap and best and 7.5 % of the respondents prefer don’t feel like cooking.

Majority the 47.5 % of the respondents prefer just to enjoy food with family and friends.

57
 TABLE 16

WHICH IS YOUR FAVOURITE FAST FOOD

FAVOURITE FAST FOOD FREQUENCY %

Burger 22 18.3
fried chicken 33 27.5
fried rice, noodles 31 25.8
Pizza 9 7.5
Sandwiches 25 20.8
Total 120 100.0
Source: Primary data.

INTERPRETATION

It is inferred that 27.5 % of the respondents favourite fast food is fried chicken and
25.8 % of the respondents favourite fast food is fried rice and noodles and 20.8 % of the
respondents favourite fast food is sandwiches and 18.3 % of the respondents favourite fast
food burger and 7.5 % of the respondents favourite fast food is pizza

Majority the 27.5 % of the respondents favourite fast food is fried chicken.

58
 CHART 16

WHICH IS YOUR FAVOURITE FAST FOOD

It is inferred that 27.5 % of the respondents favourite fast food is fried chicken and 25.8 % of
the respondents favourite fast food is fried rice and noodles and 20.8 % of the respondents
favourite fast food is sandwiches and 18.3 % of the respondents favourite fast food burger
and 7.5 % of the respondents favourite fast food is pizza

Majority the 27.5 % of the respondents favourite fast food is fried chicken.

59
 TABLE 17
LEVEL OF SATISFACTION ON AWARENESS ABOUT THE NTRITION AND
CALORIES IN FAST FOOD

LEVEL OF SATISFACTION FREQUENCY PERCENTAGE

Agreed 39 32.5
Disagreed 2 1.7
neither agreed or disagreed 15 12.5
strongly agreed 62 51.7
strongly disagreed 2 1.7
Total 120 100.0

INTERPRETATION

It is inferred that 51.7 % of the respondents strongly agree about the awareness of the
fast food and 32.5 % of the respondents agreed about the awareness of the fast food and 12.5
% of the respondents neither agreed or dis agreed about the awareness of the fast food and 1.7
% of the respondents dis agreed and strongly dis agreed about the awareness about the fast
food

Majority the 51.7 % of the respondents strongly agreed about the awareness of the fast food.

60
 CHART 17
LEVEL OF SATISFACTION ON AWARENESS ABOUT THE NTRITION AND
CALORIES IN FAST FOOD

Majority the 51.7 % of the respondents strongly agreed about the awareness of the fast food.

61
 CHI SQUARE TEST ANALYSIS- 1

To find the significant age of the respondents and checking on the nutritional information
before eating

Hypothesis

H0= There is no significant association between age of the respondents and checking on the
nutritional information before eating

H1= There is a significant association between age of the respondents and checking on the
nutritional information before eating.

Table 18

AGE OF THE RESPONDENTS AND CHECKING ON THE NUTRITIONAL

INFORMATION BEFORE EATING.

Indicate your level of agreement towards the following statements during the
consumption of fast food [I emphasize on checking the nutritional information before
i eat] Crosstabulation
neither
strongly strongly
Agreed disagreed agreed or Total
agreed disagreed
disagreed
11 to 15
9 0 0 2 0 11
years
15 to 20
8 2 2 4 0 16
years
Age
20 to 25
19 4 33 16 6 78
years
8 to 10
5 0 6 2 2 15
years
Total 41 6 41 24 8 120

62
 Chi-Square Tests
Asymptotic
Value df Significance (2-sided)
Pearson Chi-Square 24.890a 12 .015
N of Valid Cases 120

INTERPRETATION

Pearson chi square – 24.890, df -12, asymp.sig (2 sided)- 0.15

Ho : there is a association between age and checking on the nutritional information before
eating.

The chi square statistics value was 24.890 and it was found to be significant at 5% level as
the significance value is .015 hence we accept the null hypothesis and conclude that there is a
association between age and checking on the nutritional information before eating.

63
 CHI SQUARE TEST ANALYSIS- 2

To find the significant monthly income of the respondents and discount coupon

Hypothesis;

H0= There is no significant association between monthly income of the respondents and
discount coupon

H1= There is a significant association between monthly income of the respondents and
discount coupon

TABLE 19

MONTHLY INCOME OF THE RESPONDENTS* DISCOUNT COUPON

Monthly income of family *- Do you use discount coupons to buy fast food?
Crosstabulation
Always Never sometimes
6- Monthly income ₹10000 15 7 4 26
of family -₹20000
₹20000- 14 3 12 29
₹30000
Above 30000 2 14 9 25
up to ₹10000 8 12 20 40
Total 39 36 45 120

64
 Chi-Square Tests
Asymptotic
Value df Significance (2-sided)
Pearson Chi-Square 28.477a 6 .000
Likelihood Ratio 30.501 6 .000
N of Valid Cases 120
a. 0 cells (0.0%) have expected count less than 5. The minimum expected count is 7.50.

INTERPRETATION

Pearson chi square – 28.477, df -6, asymp.sig (2 sided)- 0.05

Ho : there is no association between monthly income and discount coupon

The chi square statistics value was 28.477 and it was found to be significant at 5% level as
the significance value is .000 hence we reject the null hypothesis and conclude that there is
no association between monthly income and discount coupon

65
 CHAPTER 5
SUMMARY OF FINDINGS ,SUGGESTIONS AND CONCLUSION

FINDINGS:
PERCENTAGE ANALYSIS RESULT

⮚ Most the 65 % of the respondents were under the age group of 20-25 years.

⮚ Majority of the 63.3 % of the respondents were male

⮚ Many the 49.2 % of the respondents were post graduate.

⮚ Most the 54.2 % of the respondents were students.

⮚ Many the 33.3 % of the respondents were up to Rs 10,000.

⮚ Majority of the 66.7 % of the respondents were nuclear family.

⮚ Most the 76.7 % of the respondents consume fast food frequently.

⮚ Most the 57.5 % of the respondents were 1-2 times a week.

⮚ Most the 66.7 % of the respondents were consume fast food prepared instantly.

⮚ Many the 35.0 % of the respondents prefer road side shop.

⮚ Many the 28.3 % of the respondents favourite is KFC

⮚ Most the 60.0 % of the respondents consume with friends

⮚ Many the 36.7 % of the respondents face stomach upset

⮚ Many the 37.5 % of the respondents use discount coupon always

66
⮚ Many the 47.5 % of the respondents prefer just to enjoy food with family and

friends.

⮚ Many the 27.5 % of the respondents favourite fast food is fried chicken.

⮚ Most the 51.7 % of the respondents strongly agreed about the awareness of the fast

food.

67
CHI SQUARE ANALYSIS RESULTS

⮚ There is a association between age and checking on the nutritional information

before eating.

⮚ There is no association between monthly income and discount coupon

68
SUGGESTIONS:

⮚ Fast food restaurants can customize the food as most of the children give

importance to taste and favourite dish.

⮚ Variety of dishes suitable for different age groups can be offered by the fast food

restaurant, because older people prefer food which is less in fat, salt and sugar.

⮚ Variety in menu can be offered to customers as children. The menu can be offered

with a variance in toppings and fillings of pizzas, burgers and sandwiches as most of
the youngsters like these.

⮚ Ambience is also give importance by children and youngsters . Organized fast food

outlets may take necessary steps to maintain and enhance the ambience of outlets by
offering fun, enjoyment and a feel of unique experience.

⮚ The prices of the fast food in MNCs should be affordable to people. This will

increase the frequency of visits of children and youngsters.

⮚ Fast food restaurants should also try to provide nutrition information to customers.

To develop awareness on health among consumers, nutritional information of each

fast food can be provided in the menu card

69
CONCLUSION:

The behaviour of children and youngsters is amusing and they love to have the two
big F‟s: Fast food and Fun. The emergence of the fast food industry has slowly brought
changes to the culinary scene. The changing lifestyles with the increasing nuclear families
and the rise in urbanization in India over the past years have also supported the growth of the
restaurant market in India. Thus, it can be rightly said that the fast food industry will benefit
from other factors as well, such as increases in nuclear families, single-person households,
proportion of women in the workforce, as well as changing lifestyles and eating patterns.
Fast-foods are, nevertheless, young people’s favorite restaurants. They choose these places
because fast-food restaurants succeed in adapting to young people’s needs and expectations

70
 BIBLIOGRAPHY
TEXT BOOKS
Atkins, P, Fishbein, M. Understanding Attitudes and Predicting Social Behavior. Englewood
Cliffs, NJ: Prentice-Hall International;1980.

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WEBSITES:
● http://www.marketlineinfo.com.
● https://en.oxforddictionaries.com/definition/child.
● https://en.wikipedia.org/wiki/Child.
● https://en.wikipedia.org/wiki/Convention_on_the_Rights_of_the_Child.
● www.akshaypatra.org.
● www.merriam-webster.com/fast food.
● www.prnewswire.com/news-releases/india-fast-food-market-report-2013.
● www.thefreedictionary.com/fast food.
● www.worldwatch.org/pubs/goodstuff/

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 CONSUMPTION PATTERN OF FAST FOOD AMONG CHILDREN AND
YOUNGSTERS IN COIMBATORE CITY.
QUESTIONNAIRE
1. Name:
2. Age:

a)8 to 10 years c)15 to 20 years

b)11 to 15 years d)20 to 25 years

3. Gender

a) male b) female

4. Educational qualification

a) school level c) post graduate

b) under graduate d)professional

5. Occupational details

A )employed c)salaried

B )own business d)government employess

e) student

6. Monthly income of the family

a) up to ₹10000 c) ₹20000-30000

b) ₹10000-20000 d) above 30000

7. Type of family

a) nuclear family b) joint family

8. Do you consume fast food frequently?

a) yes b)no

9. How do you consume fast food on weekly basis?

a) 1-2 times c) 5-7 times

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 b) 3-5 times d) more than 7 times

10. Do you consume fast food at home that can be prepared instantly(like noodles, frozen
food, food that easily made in microwave)?

a) yes b) no

11. Where do you eat fast food?

a) restaurants c)bakery

b) road side shop d) fast food shop in mall

12. Which fast food restaurants you visit frequently?

a) KFC c) pizza hut

b) Mc donalds d) dominos

e) burger king

13. With whom do you eat fast food?

a) alone c) parents

b) with friends d) others

14. How would you rate your overall health?

a) Excellent b) Good
c) Fair d) Poor

15. Do you have any of these health conditions?

a) obesity c) stomach upset

b) diabetes d) aciditic problem

16. Please rank the following in the order of highest to lowest importance while selecting fast
food restaurants?

CATEGORY RANK
Calories
Taste
Menu

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 Price
Customer service
Location
Drive in

17. During which meal of the day do you visit a fast food chain?
a) Breakfast b) Brunch
c) Lunch d) Tea and snack time
e) Dinner f) Late night
18. Do you discount coupon to buy fast food?
a) always c) sometimes
b) never
19. Why do you prefer to eat fast food?
a) to enjoy food with family and friends c) you don’t feel like cooking
b) just for a change from a routine d) it cheap and best
20. Which is your favourite fast food?
a) burger c) pizza
b) sandwiches d) fried chicken
e) fried rice, noodles
21. Who initiates/influence/make decision to visit a fast food restaurants?
INITIATES INFLUENCE MAKE DECISION
You
Friends
Family
Others

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 22. Please indicate your level of agreement towards the following statements during the
consumption of fast food
STRONG AGREED NEITHER DISAGREED STRONGLY
LY AGREED DISAGREED
AGREED OR
DISAGREED
I have
awareness about
the nutrition and
calories in fast
food
The calories and
nutrition facts
influence my
choice
I generally do
not give
importance to
nutritional fact
I emphasize on
checking the
nutritional
before I eat

23.Are you open to trying new, healthier fast-food alternatives if they are introduced?
a) Yes
b) No
c) Maybe

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