DOI: 10.36347/sjebm.2015.v02i10.001

Pages: 959-964

In India eating out has evolved from an occasion-driven activity to an everyday activity and fast-food has become a significant symbol for the modern culture as it satisfies people in a relatively short time [6]. The fast food industry in India has evolved with the changing lifestyles of the young Indian population. The sheer variety of gastronomic preferences across the regions, hereditary or acquired, has brought about different modules across the country. In this paper efforts are taken to learn the youth consumption behavior at branded fast food outlets in Chandigarh. Survey analysis shows that majority of respondents prefer pizza, combo meals, burger followed by milkshakes and juices and they prefer to go to these outlets with friends and family. They use cash followed by debit and credit card as mode of payment. For choosing fast food outlets, price is major factor followed by brand name, variety, home delivery and sales promotion. Further respondents like to go to standalone outlets followed by ones inside malls and multiplex.