ISO 9001:2015

EXPLORING CONSUMER AWARENESS TOWARDS FAST-FOOD CONSUMPTION IN DELHI NCR

Pranita Sah, Dr. Gaurav Bathla & Dr. Varinder Singh Rana

This paper titled "Exploring Consumer Awareness Towards Fast-Food Consumption in Delhi NCR" is designed to explore the consumer profile regarding fast-food consumption and analyze the awareness levels of the same within the Delhi NCR region. A self-structured questionnaire was developed for data collection, based on extensive literature review and consultation with research supervisors. The survey was distributed through e-mail and social media, using Google Forms. Altogether, questionnaire was distributed to 200 respondents and 162 had filled the form, but the number of valid and complete responses was 155, between November and December 2024. The questionnaire consisted of three sections: demographic information, fast-food consumption patterns, and consumer awareness level. The first section deals with demographic information that reflects the diversity of consumers, including age, gender, and income. Varied consumption frequencies and preferences included street food and North Indian fast food. Consumer awareness was the third part wherein knowledge about hygiene, health risk, nutritional content, list of ingredients, and marketing was studied on a five-point Likert scale. Hygiene and health risks, therefore, were the major priorities due to public health awareness. Knowledge of the details regarding nutrition was present but was lacking in depth. Brand recognition and sustainability practices were moderate levels of awareness that had a lot of scope for improvement in education. Such studies will prove to be extremely beneficial for public health initiatives as well as marketing strategies concerning the fast-food consumers in Delhi NCR.


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