Published Online:January 2026
Product Name:The IUP Journal of Management Research
Product Type:Article
Product Code:IJMR010126
DOI:10.71329/IUPJMR/2026.25.1.5-26
Author Name:Ratish C Gupta and Manish Mittal
Availability:YES
Subject/Domain:Management
Download Format:PDF
Pages:5-26
This study investigates the multifaceted drivers of fast food consumption in urban India, with the primary focus on the influence of perceived social norms. Employing a descriptive cross-sectional research design, data was collected from 303 respondents across key urban centers in Madhya Pradesh through a structured questionnaire. Exploratory Factor Analysis (EFA) identified three key constructs that shape fast food consumption behavior: Trendfluence (encompassing peer pressure, social media, and global cultural exposure), Value Bites (representing consumer perceptions of quality, affordability, and variety), and Fast Track (reflecting convenience, lifestyle speed, and time saving needs). The validity and reliability of the instrument were confirmed using the KMO and Bartlett’s Test, Cronbach’s Alpha, and statistical robustness checks such as ANOVA with Tukey’s Nonadditivity Test and Hotelling’s T². The results underscore the growing influence of societal trends and digital culture—particularly among youth—on consumption choices, signaling a shift from purely taste- or value-driven behavior to socially conditioned food preferences. The study offers practical implications for marketers, health policymakers, and urban planners aiming to address dietary shifts, health risks, and cultural transitions in India’s evolving urban foodscape.
Globalization, a term that began gaining popularity during the 1980s, was initially used predominantly in business and economic contexts. Over time, it has evolved into a concept with broader implications, encompassing the increasing interconnectedness of economies, societies, political systems, technologies, and cultural practices across national borders (O’Neill, 2023).