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...