A STUDY ON CONSUMER PERCEPTIONS TOWARDS FAST FOOD IN MADURAI CITY

Special Issue - Innovative Commerce: Bridging Business and Computer Applications (ICBBCA-2026) |PG Department of Commerce with Computer Applications, Mannar Thirumalai Naicker College, Madurai – March 2026| International Journal of Computer Science (IJCS) Published by SK Research Group of Companies (SKRGC)

Abstract

Fast food consumption has significantly increased in urban and semi-urban areas of India, including Madurai City. Changing lifestyles, urbanization, increased income levels, and exposure to global food culture have influenced consumer preferences toward fast food. This study examines consumer perceptions towards fast food in Madurai City, focusing on factors such as taste, price, quality, hygiene, brand image, convenience, and health concerns. The study analyzes the responses from 100 consumers in Madurai using a descriptive-analytical research design. The findings reveal that taste and convenience are the primary motivating factors for fast food consumption, while health concerns and hygiene issues remain major considerations. Young consumers form the dominant customer base. The study concludes that while fast food is widely preferred for its affordability and quick service, awareness regarding health impacts is gradually increasing among consumers.

References

1. https://www.fssai.gov.in (Food Safety and Standards Authority of India – food safety & hygiene standards)
2. https://www.statista.com (Statistics related to fast food consumption trends)
3. https://www.ibef.org (India Brand Equity Foundation – reports on Indian food industry)
4. https://www.nielsen.com (Consumer behavior and market research reports)
5. https://www.researchgate.net (Research articles on consumer perception and fast food studies)

Keywords

Consumer perception, fast food, taste preference, hygiene, price sensitivity, Madurai, health awareness.