Abstract: The Indian fast food market report 2015-2020 says that the CAGR of fast food chains will be 18% and it is expected to be valued $27.57 billion by 2020. One of the major here is the largest youth profile up to 65% of the total population and below 35 years old, trend of eating out, There are many foreign fast food chains in India like Mc Donald’s, Dominos, Subway, Pizza hut, Taco bell, etc. The major issue faced by these MNC’s are menu differentiation and menu creation, in India the taste and preferences changes from region to region because of that a standard menu cannot be used. Initial entrants like Mc Donald’s had to do so much work on changing their menus, educating people, create a market and to create a supply chain network. The new players in Indian market has watched this and learned from it and adapted, which becomes their biggest advantage. The research was conducted to understand the taste and preference of consumers and their factors of preferences towards these foreign food giants. The data was collected from the primary sources and further analyses with systematic tools to study that how foreign food chains in India have created an impact on India consumers.
Keywords: FAST FOOD CHAIN, CAGR (COMPOUNDED ANNUAL GROWTH RATE), MNC, PREFERENCES, OPPORTUNITIES, MENU.
Title: FOREIGN FOOD CHAINS IN INDIA: STUDY OF IMPACT ON TASTE AND PREFERENCE OF CONSUMERS
Author: Navita Mahajan
International Journal of Interdisciplinary Research and Innovations
ISSN 2348-1218 (print), ISSN 2348-1226 (online)
Research Publish Journals
