INCREASING TREND OF YOUTH TOWARDS FAST FOOD IN KARACHI

Abstract

Previously in the olden days women spent great amount of time to cook the fresh food for their families but due to the changing trend and influence of western culture, consumption of fast foods has become a status symbol for the people; which in turn have increase the demand of the fast-food in the society. Tremendous change in the consumer lifestyle has been seen in today’s era. The life has becomes busy and mandatory for both men and women to earn their livelihood and after all food is the necessity for all human beings. Keeping in view all this, women now a days are looking forward for a more convenient way of cooking and thus marketers come with an idea of fast foods. At this time a fast-food has become part of our diet and said to be healthy like the fresh food. It reduces the time of cleaning, chopping and availability & cost of raw materials. A marketer caters and creates the demand of fast food of current and potential customer respectively by focusing on the need, choices and preferences of consumers by providing them accordingly. Marketer is persuading consumer to make better and healthy food choices, increasing public awareness and concern about nutrition. Keeping in view of the changing trends of consumer and increasing trend of consumption of fast foods, I decided to conduct research to find out the reasons and factors behind the consumption of fast foods in upper and middle class of Karachi.