*Authors Correspondence: First Author, Dept. of Commerce, Siddharth College of Arts, Science & Com., Mumbai-01
Online published on 29 March, 2017.
Fast food industry in India is growing rapidly as well as it has wider scope for the development. Younger generation, urbanization, high protein consumption, working women, change in life style, larger disposable income, search for new tasty food and many other factors boosting demand for fast food in India.
The present paper makes an effort to study consumer buying behavior towards fast food in South Mumbai. The present paper helps in knowing the factors responsible for consumption of fast food in South Mumbai. In the present study only five fast food products has been selected for research such as Pizza, Burger, Noodles, Frankie and Pasta which will elaborate South Mumbai's consumer behavior towards it, in the age group of 15 to 45 and it will be helpful in knowing the driving forces for the growth of fast food industry in South Mumbai.
In order to achieve objectives of the study, the researcher have focused on primary and secondary data as a source of information. The primary data is collected from fast food consumers of South Mumbai with the help of well-designed and structured questionnaire. A sample of 50 consumers was selected from South Mumbai by quota convenience method. Primary data analyzed with the help of percentage. Secondary Data collected from books, research agencies, newspapers, magazines, periodicals, government publications and websites.
Suggestions and findings of the study will help for the development fast food industry in South Mumbai.
