Volume : IV, Issue : IV, April - 2014

Consumer Behavior and The Marketing Strategies of Fast Food Restaurants in India

S. Annie Priyadharsini

Abstract :

In the recent years one of the greatest challenge for the fast food industries is consumer behavior . The study consumer behavior encompasses not only why consumers make decisions to buy goods and services but also all the behaviors that consumers display in searching for, purchasing ,using, evaluating and disposing of products and services that they expect will satisfy their needs. Fast Food Industry in India became the fastest growing industry in the last decade when number of multinational organizations entered the market in order to increase and expand their market share and also its area of operations. It is very important that every industry should have the knowledge of consumers needs wants ,attitude and beliefs because these areas will help firms to improvise their marketing strategies by understanding issues such as how the consumers think feel and comprehend and select various competing ands ,how they are influenced by their environment .This paper mainly focused on the Marketing Strategies adopted by different fast food restaurants in India and also to know the reasons why Indian consumers are attracted towards the fast food ,beside knowing the health impacts due to the consumption of fast food . In this paper the study is mainly focused on the leading fast food restaurants Mc Donald’s in India

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Article: Download PDF   DOI : 10.36106/ijar  

Cite This Article:

S. ANNIE PRIYADHARSINI Consumer Behavior and The Marketing Strategies of Fast Food Restaurants in India Indian Journal of Applied Research, Vol.IV, Issue. IV Apr 2014

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