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- W1567105598 abstract "The young consumers form an important segment for the marketers. As members of a highly consumption oriented society, youngsters have become increasingly aware of new products and brands. It is well known that organized fast food services have already made their presence felt in a big way in almost all the major cities of India. The fast food outlets attract customers with their unique blend of tasty food, music, aroma, colorful images and other aesthetic appeals. Hence, these fast food services try to lure its customers through sensory appeals. Customers belonging to different age groups flock towards these outlets to satisfy their taste buds and hedonistic needs. Out of all the age groups, the youngsters are considered to be the primary target by the fast food service industry. Fast food service is a very fast growing industry in the world as well as in India especially in urban areas. However, not much research literature is available on fast food preferences of consumers especially young consumers in India (Goyal and Singh, 2007). Hence, this study attempts to understand the fast food consumption behavior and perceptions of young consumers towards organized fast food outlets." @default.
- W1567105598 created "2016-06-24" @default.
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- W1567105598 date "2014-04-03" @default.
- W1567105598 modified "2023-09-23" @default.
- W1567105598 title "FAST FOOD CONSUMPTION BEHAVIOUR AND PERCEPTIONS OF YOUNG INDIAN CONSUMERS TOWARDS ORGANISED FAST FOOD OUTLETS" @default.
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