Consumer Behavior and The Marketing Strategies of Fast Food Restaurants in India

In the recent years one of the greatest challenge for the fast food industries is consumer behavior . The study consumer behavior encompasses not only why consumers make decisions to buy goods and services but also all the behaviors that consumers display in searching for, purchasing ,using, evaluating and disposing of products and services that they expect will satisfy their needs. Fast Food Industry in India became the fastest growing industry in the last decade when number of multinational organizations entered the market in order to increase and expand their market share and also its area of operations. It is very important that every industry should have the knowledge of consumers needs wants ,attitude and beliefs because these areas will help firms to improvise their marketing strategies by understanding issues such as how the consumers think feel and comprehend and select various competing brands ,how they are influenced by their environment .This paper mainly focused on the Marketing Strategies adopted by different fast food restaurants in India and also to know the reasons why Indian consumers are attracted towards the fast food ,beside knowing the health impacts due to the consumption of fast food . In this paper the study is mainly focused on the leading fast food restaurants Mc Donald’s in India


INTRODUCTION CONSUMER BEHAVIOUR
Marketers have come to realize that their effectiveness in meeting consumer needs directly influences their profitability. The better they understand the factors underlying the consumer behavior, the better able they are to develop effective marketing strategies to meet consumer needs The basic philosophy required for successful marketing -the importance of satisfying consumer may be simple ,but its implementation is complex .
So it requires that the company · Define the consumer need · Identify consumer segments that have these needs. · Position new products or reposition the existing products to meets those needs · Develop marketing strategies to communicate and deliver product benefits · Evaluate these strategies for their effectiveness · Ensure that such strategies do not deceive or mislead consumers and that they are implemented in a socially responsible manner

OBJECTIVES OF THE STUDY · The Main
Objective of this study is to identify the Marketing Strategies adopted by Mc Donalds India -leading fast food restaurant in India · To identify the reasons why Indian consumers are attracted towards the fast food.

METHOD OF DATA COLLECTION
The Data collection method for this study was secondary data collection method. The data's for this study was collected through journals ,website ,books and articles The Secondary Research offered the clues and correct direction for the study

REVIEW OF LITERATURE Consumer Behaviour defined
The American Marketing Association has defined consumer behavior as "the dynamic interaction of affect and cognition behavior and the environment by which human beings conduct the exchange aspects of their lives" .
Peter D Bennett, Ed. Dictionary of Marketing Terms, 2nd Ed.1995 "Consumer behavior refers to the actions and the decisions process of people who purchase goods and services for personal consumption" .

CONSUMER BEHAVIOR APPLICATION IN MARKETING (Consumer Behaviour 2 nd edition -Sathish K Batra & SHH Kazmi, Excel book publications)
Consumer behavior principles are applied in many areas of marketing. They are

Analyzing Market Opportunity
Consumer behavior study helps in identifying the unfilled needs and wants of consumers. This requires examining the trends and conditions operating in the market place ,consumers life style ,income level and the emerging influences .this may reveal unsatisfied needs and wants .

Selecting Target Market
A review of market opportunities often helps in identifying distinct consumer segments with very distinct and unique wants and needs. identifying these groups ,learning how they behave and how they purchase decisions enables the marketer to design and market products or services particularly suited to their wants and needs .

Marketing Mix Decisions
Once the unsatisfied needs and wants are identified, the marketer has to determine the right mix of product ,price ,place and promotion.

Product
The marketer designs the products or services that would satisfy unfilled needs or wants.
Further decisions regarding the product concern, the size, shape and the features. The marketer should also decide on packaging, important aspects of service, warranties and accessories.

Price
Marketers must decide what price to charge for the product or service .these decisions will influence the flow of revenue to the company .

RESEARCH PAPER
Promotion Promotion is considered with the marketing communications to consumers .The important promotions methods are advertising ,personal selling ,sales promotion, publicity and direct marketing .
The marketer has to decide which method would be most suitable to effectively reach the consumers .
The company should know the target consumers, their location and what do they access to and what are their media preferences etc.

Distribution
The distribution channel that is where and how to offer the products and services for sale . Refined sugar and these vegetable lowers your immune system and also It lead to the formation of toxic metabolite which can hold up with respiration process and can destroy cells of the body.

Contains Hydrogenated Fats & Saturated Fats
Hydrogenated fat is commonly used for frying the food as it is cheap, When fat is heated in high temperatures it goes chemical conversions and becomes carcinogenic.
Junk foods are high in saturated fat. Due to this eating habit leads to heart diseases and can cause heart stroke and also obesity.

Extra Calories
Most fast foods are high in calories. They are usually processed and have chemical additives. Hence this doesn't increase the life's span

Artificial Sweeteners
Artificial sweeteners cause serious health problems as they can stimulate the brain cells. Thus, they are classified as neurotoxins by researchers .Avoiding these sweeteners are bad for health . Each outlet is headedby a reataurant Manager and he isresponsible for thedaily operation 7customer interaction. Delivery Crew memberr carries basic operation of restaurants and ensures customer satisfaction at the restaurants .On the job coaching and off the job coaching for employees and aslo international training programmes are aslo offered for employees Basic qualities and qualifications : Communication skills , Put the Guests First, Achieving through Teamwork and Executing for Results. education qualification required for the restaurant crew level is he/she must be a 12th Std pass along with being 18 yrs or above.

FINDINGS & CONCLUSION
In the recent time the Consumer behavior is changed and their eating habits and the perceptions toward the fast food is changed due to the following reasons · The increasing number of nuclear families · Increase growth in the number of employed women · High Income · Advertising Trends (Positive effects towards the product · Ready to eat strategy (Fun and leisure time with family& Kids ) McDonalds when entered Indian markets in 1996 was not good in the sales later they decided not sell beef burgers but instead lamb and chicken burgers and have a larger selection of vegetarian food compared to the West.
Changing behaviors of the Indian consumer have no doubt contributed to the success of the organization . Some of the brand outlets first started only in major cities such as Delhi and Mumbai. Now, they expaned to cities like Pune, Surat, Ahmedabad, Rajkot, Nasik, Aurangabad, Kolhapur, Chandigarh, Jammu, Chennai, Bhubhaneswar, Goa and Bangalore, to meet major demand.

CONCLUSION
Which fast food do you eat most? · McDonalds (41%) · KFC (24%) · Dominos Pizza (17%) · Pizza Hut (13%) · Burger King (5%) The Recent study by many researchers found that most of the Indian consumers prefer McDonalds. Even though there are health impacts towards fast food the organization brings new innovative techniques to understand the consumers and they know how to understand the consumer better. If the organization wants to stand up in the markets it is very important to understand the consumer and the environment for the successful business . McDonalds adopted this strategy ,Happy the consumers ,satisfaction, happy the organization .