A study conducted by the International Journal of Research in Finance and Marketing revealed that Frankie, burger and pizza were the most preferred fast food items in South Mumbai. According to the Indian Express, the fast food industry was growing rapidly in India and had a wider scope of improvement. The said study here was conducted to observe the behaviour of consumers towards fast food in South Mumbai and only pizza, burger, noodles, Frankie and pasta were selected as the fast food items required for the study. The study was also restricted to only 50 customers.
It was observed that Frankie, burger and pizza were the most preferred fast food items amongst the younger generations, proving that the customers were more conscious about their food than expected. The study also suggested that the younger generation preferred snacks period and visited such chains more than thrice a month to enjoy the fast food.
The study also found out that the younger generation preferred fast food as a change from the regular meals they eat, rather than eating it as a daily/permanent substitute. It was also found that most of the customers of such fast food joints had been influenced by their friends to eat the said food. According to the IJRFM study, the younger generation preferred fast food due to its taste, quality and variety. The study also talks about the awareness among the younger generation about the nutritional value of the food. It was found that 50% of the customers believed that fast food had minimum nutritional value, while 36% rated the food items of being adequate in value.Whereas only 6% believed that fast food items were healthy.