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Dr. Shivani Kapoor Rachana Srivastava
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INTRODUCTION
Fast food is one of the world’s largest fast growing industry types. India’s fast food industry is
growing by 40%. The 6000 cor5er fast food retail industry is mainly dominated by the
multinational player and the key players which are active in the research of food retailing.
Because of the availability of raw material for fast food, global chains are flooding into the
country. The percentage share held by foodservice of total consumer expenditure on food has
been increased from a very low base to stand at 2.6% in 2001
The fast food industry is highly competitive and dominated by large companies. Smaller
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
smaller fast food companies to stay in touch with their companies is through marketing
research. A small fast food company must know what key customers want and will buy
before developing marketing One way to
and advertising strate