Impact of Cultural and Dietary Preferences on the Adoption of Branded Fast Food in Kerala
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Impact of Cultural and Dietary Preferences on the Adoption of Branded Fast Food in Kerala
Author: Neethu Venugopal, Research Scholar, Department of Commerce, Karpagam Academy of Higher Education, Coimbatore
Co Author: Dr.S.Rubeya, Assistant professor, Department of Commerce, Karpagam Academy of Higher Education, Coimbatore
Abstract
This study examines how cultural factors and dietary preferences influence the adoption of branded fast-food chains in Kerala, India. Through surveys and interviews with 500 residents across urban and rural areas of Kerala, the research explores attitudes toward fast food, frequency of consumption, and factors affecting food choices. Results indicate that while awareness of global fast food brands is high, actual consumption remains relatively low compared to other Indian states. Key barriers to adoption include strong preferences for traditional Kerala cuisine, concerns about health impacts, and perceptions that fast food does not align with local food culture. However, younger demographics show greater openness to fast food options. The study provides insights for fast food companies seeking to enter or expand in the Kerala market, highlighting the need for localization strategies that account for distinct regional preferences.
Keywords: fast food, consumer behaviour, Kerala, cultural preferences, dietary habits
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