FACTORS AFFECTING CONSUMER BEHAVIOR-A CASE STUDY OF FAST FOOD

The present study made an attempt to analyze the fast food purchase behavior of residents of the Capital city of Uttar Pradesh, Lucknow while eating at foreign fast food joints like McDonalds, KFC, Pizza Hut etc. All the respondents were well aware of the foreign fast-food brands and 96% of them have visited these at least once in their lifetime. Low income and lack of interest in Fast food were the major reasons behind non-consumption at these outlets. Average Purchase of Fast Food was found to be highest in higher Income groups .Average per capita expenditure on Fast food was found to be directly proportional to household income. It was also observed that youngsters were amongst the major patrons at these fast food joints.