A Study on Fast Food Consumption Pattern among the Consumers in Coimbatore City

Fast food is characterized as quick, easily prepared and cheap alternatives to home-made meals, according to the National Institutes of Health (NIH). According to Merriam-Webster dictionary fast food is defined as readily available and consumed with little consideration given to quality or significance. Fast food is indeed processed and prepared with heavy equipment and standard ingredients in large scale at one location. The processed ingredients are packed in cartons and shipped to individual outlets located at different places with ensured uniform quality in all the outlets. Majorly there are two types of fast food restaurants i.e. organized and unorganized segments where organized segments accounts to 30-35 per cent with unorganized being 65-70 per cent. But upsurge in exposure to various dishes in social media plat forms and malls with multiple fast food restaurants encouraging experimental behavior which are the positive sign to the growth of multinational chains gradually pushing the economy. Happy consumers prefer to buy back and make word-of mouth to their family and friends, and it plays an important role in market development. This study attempts to reveal the consumer buying pattern in Coimbatore city and results helps to build new strategies according to the consumer perception thereby bridging the gap.