Vol. 5, Issue 2, Part A (2023)

Instant food sector is one of the fast growing sector in India and number of users and amount spent on them are significantly increasing year to year. Fast food industry is one of the world’s fastest growing sectors in food industry. However, over a period of time, with a growth in the number of nuclear families, economic growth and increasing per capita income as well as globalization, fast food culture gained prominence in India. The study reveals that 64% of the respondents visit fast food outlets once in a week and majority of the respondents spent more than 15% of their monthly income on fast food and the most favorite cuisine preferred by the respondents is western junk foods. They also expressed that the discount offered at the fast food outlets are considered as the effective promotional activity. The fast food industry is highly competitive and dominated by large companies. Highly competitive businesses must be savvy in developing marketing strategies that drive consumer traffic. This entails staying in constant touch with customers. One of the best ways for biggest fast food companies to stay in touch with their companies is through marketing research. Fast Food Company must know what key customers want and will buy before developing marketing and advertising strategies. Fast food companies often use market segmentation as a marketing tool. Fast food companies can drive traffic through collectibles, particularly those that kids enjoy. Select a movie or popular animated film Market segmentation is the process of identifying key buying groups that patronize your restaurant.