Analyzing The Influence of Marketing Tactics in The Fast- Food Sector on Consumer Behavior

Abstract

India's diverse culture, which is made up of several states and regions, is implicitly reflected in its diverse cuisine. Home-cooked meals are a tradition among Indians, and both religion and the individual enjoy them. However, due to rising awareness of and influence from western civilization, there has been a slight shift over time in the food consumption pattern among urban Indian households. The economic shifts led to the entry of numerous MNC brands in the fast-food business into the Indian market. The fast-food sector is currently expanding in India and adapting to the country's dietary needs. It is becoming more accepted and commonplace, especially among young people in India. The claim that sales promotion techniques used by these MNCs, including as heavy advertising, combo deals, inexpensive meals etc. have radically altered every area of the FMCG market, notably in the food goods with specific reference to Banaskantha district, is empirically tested in this article. This empirical study explores the hypothesis that the sales promotion tactics used by these global behemoths, which include everything from ubiquitous advertising to tempting combo deals and low-cost meal options, have significantly changed a few FMCG market segments, especially the food product category. We investigate the complex interactions between local consumption habits and global marketing strategies, with a particular emphasis on Banaskantha district, providing insight into the changing food scene in contemporary India