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Stream/Area:
-
Subject:
-
Paper ID:
IJSREM67228
Volume:
10 |
9 |
Sep 2026
Pages:
1-11
Publication Frequency:
Monthly (12 issues per year)
License:International Journal of Scientific Research in Engineering and Management follows the Creative Commons Attribution 4.0 (CC BY 4.0) License, allowing free use and distribution with proper attribution.
Department of Management Studies,
Visvesvaraya Technological University-Belagavi, Centre for Post-Graduation Studies, Muddenahalli, Chickaballapur, India
Department of Management Studies,
Visvesvaraya Technological University-Belagavi, Centre for Post-Graduation Studies, Muddenahalli, Chickaballapur, India
Department of Management Studies,
Visvesvaraya Technological University-Belagavi, Centre for Post-Graduation Studies, Muddenahalli, Chickaballapur, India
The fast-food industry has become an important part of the modern food market, particularly among young consumers whose eating habits are influenced by changing lifestyles, convenience, affordability, and social trends. This study examines the key factors influencing fast-food consumption among young consumers and explores how these factors affect their purchasing decisions. The research focuses on variables such as taste preferences, price, convenience, promotional activities, peer influence, brand image, and the growing role of digital food delivery platforms. A descriptive research design was adopted, and data were collected from a sample of young consumers using a structured questionnaire. The findings indicate that convenience, taste, affordability, and easy accessibility are the primary drivers of fast-food consumption, while social media marketing and peer recommendations also play a significant role in shaping consumer preferences. Although respondents acknowledge the health concerns associated with frequent fast-food consumption, these concerns often have a limited impact on their purchasing behaviour due to busy schedules and changing lifestyle patterns. The study concludes that fast-food businesses should balance customer satisfaction with healthier menu options and transparent nutritional information to meet evolving consumer expectations. The findings provide useful insights for restaurant managers, marketers, and policymakers in understanding the purchasing behaviour of young consumers and developing strategies that encourage both business growth and healthier food choices.
KEYWORDS
The study concludes that fast-food consumption among young consumers is influenced by several interrelated factors, including taste, convenience, affordability, promotional activities, social media influence, and accessibility. Among these, taste and convenience were identified as the strongest determinants of purchasing behaviour, followed by price. The findings also indicate that digital marketing and online food delivery platforms have significantly changed consumer purchasing patterns by making fast food more accessible and attractive. Although most respondents were aware of the possible health risks associated with frequent fast-food consumption, health awareness alone was not sufficient to reduce consumption. Busy lifestyles, changing food preferences, and attractive promotional offers continue to encourage young consumers to purchase fast food regularly. Therefore, consumer behaviour is influenced by a combination of economic, psychological, social, and technological factors rather than by health considerations alone. The study contributes to a better understanding of the factors affecting fast-food consumption and provides useful information for researchers, marketers, restaurant managers, and policymakers interested in consumer behaviour and food marketing.
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Publication Date
9/13/2026
Peer Review Type
Double-Blind Peer Review
Review Rounds: 2
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