Consumption Patterns

A study by [1] Ramaswamy and Namakumari (2009) concluded that the youth will change the India’s consumer market. Despite the fact that Indian youth constitutes a powerful and significant segment of the market, only limited research has been done on them and also, most of them are unavailable to academic researchers ( [2] Narang 2010). The youngsters have a propensity to form groups and hang out with friends. Juxt India Generations conducted a study in 2010 which reported that 25.10% of the Indian youth consider hanging out with their friends to be their fave entertainment, 15.50% prefer to watch movies at cinema hall and around 10.10% of them like to eat out.
The present youth shows a great interest in activities such as sports, attending parties,

So, the food demand and consumption pattern would certainly be changed because of these changes in tastes and lifestyles, highly backed by urban living.

A study by [5] Christopher (1994), "A taste of tomorrows food" analyzed the importance of fusion cuisines in the times ahead.

Further [6] Brain (2000) in his research work, concluded that the kitchens will perish from many homes and the concept of purchasing food, with no wish to cook at all will come. He also indicated that international dishes and fusion cuisines will be included in food in the coming years.

According to IMRB Wallet monitor study, 2011, the quick-service restaurants have reported a significant growth rate of 61 % on a PAN India basis and majority of the customers stepping into these food outlets are young. [7] Goyal and Singh (2007) showed that the fast food industry is adapting themselves to the Indian food requirements and the food outlets have been gaining acceptance primarily from the Indian youth. Many attempts have been made to understand the perception and consumer behavior towards fast food services offered across the length

According to [23] Kivela (1997) and a Quick Track (2003) study, critical factors responsible for the selection or rejection of restaurants included factors like quality of food served and menu variety. In addition to these factors, customers also preferred a quick-service restaurant (Quick Track, 2003) because of the taste or flavor of the food, cleanliness of the restaurant, accuracy, temperature of the food, quality of the ingredients, value for money, speed of service, courtesy, locations of the outlets, menu items, availability of healthy/nutritious food, and overall appeal to