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Paper Title : A Study of Branding and Fast Food Industry Consumption Culture in India

ISSN : 2395-1303
Year of Publication : 2022
10.5281/zenodo.6578256

Authors: Er Baldeep Singh, Dr. Jyotsana Pahuja

         


Abstract
Food is an essential thing that is consumed by all people. Food is something that essentially provides bodily nutrients such as carbohydrates, fats and vitamins, etc. that preserves life and maintains it. For human survival, the family budget is considered the first element of the allocation, be it the people with whom it relates, people use the food on a daily basis. The regular nature of its use and consumption leads to an increase in food and beverages. The eating habits of people are different in different places. It changes according to various factors such as age, gender, religion, culture, education and income. In general, the patterns of food use are determined by a complex set of socio-economic, psychological, physical and environmental factors. In India, most of the food is still prepared at home. However, due to the increase in urbanization, the increase in the number of working women, the increase in income per capita, the change in the life style and the change in food habits and preferences of the customers has led to rapid increase in the consumption of fast food in the past decade.

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Keywords
- A Study of Branding and Fast Food Industry Consumption Culture in India.