A study of determinants impacting consumers food choice with reference to the fast food consumption in India

Purpose - The purpose of this case study is to explore and study the determinants (demographics and psychographics) impacting consumers food choice towards fast food in India. Design/methodology/approach - Food choice variables have been explored using literature reviews and exploratory survey of young consumers in the age group of 20-40. Data obtained from the reliable sources (e.g. the World Health Organisation, Euromonitor International and Datamonitor International) have been used to study the implications of consumer food choice and growing trend towards organic food. Findings - Based on literature reviews and exploratory surveys, the key determinants impacting consumers food choice are passion for eating out, socialize, ambience and taste for school and college goers and convenience for dual-income families in urban India. Findings indicate that fast food companies can no longer rely on convenience as USP in India, unless the implications of same on consumers health is given equal importance in the years to come. Research limitations/implications - Data obtained from the convenience sample and literature reviews have been generalized for inferring consumption patterns of Indian consumers (population). Practical implications - This case study focuses on growing trends towards organic food and green consumerism in view of rising global obesity with fast food consumption in Western countries and significantly very less in India despite obesity being an epidemic in India. Originality/value - This paper focuses on determining a food choice model in wake of changing food and eating habits in India, using literature reviews, exploratory surveys and reliable data sources.