A STUDY ON IMPACT OF PROMOTIONAL STRATGIES BY BRANDED FAST FOOD INDUSTRY ON CONSUMERS

Abstract

Food diversity in India is an implicit characteristic of India’s diversified culture consisting of different regions and states within. Traditionally, Indians like to have home-cooked meals – a concept supported religiously as well as individually. However, with times due to increasing awareness and influence of western culture, there is a slight shift in food consumption pattern among urban Indian families. The economic reforms brought in innumerable MNC brands in the fast food sector to the Indian market. Today, fast food industry is getting adapted to Indian food requirements and is growing in India. It is gaining acceptance primarily from Indian youth and younger generations and is becoming part of life. This paper reports an empirical test of the claim that sales promotion strategies  like high advertisement, combo offers, low priced meals and Indianised menu  adopted by these MNC’s has changed drastically every aspect of FMCG segment particularly in the food products in special reference to Lucknow.