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@article{175019,
        author = {Dobariya Dixit and Chunara Nakul},
        title = {A STUDY ON FACTOR AFFECTIING ADOPTION OF GLOBAL FAST FOOD RESTAURANT BRANDS IN INDIA},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {11},
        number = {11},
        pages = {1441-1446},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=175019},
        abstract = {The fast food industry in India has witnessed significant growth, with global brands establishing a strong presence. This study examines the factors influencing consumer adoption of international fast food restaurant brands in India, based on primary data collected from 100 survey responses. The research explores key determinants such as cultural preferences, pricing strategies, brand perception, health consciousness, and competition from local eateries. The findings indicate that menu localization, affordability, and convenience play a crucial role in consumer preference, while health concerns and traditional food habits pose challenges to adoption. The study provides valuable insights for global fast food brands, enabling them to refine their marketing strategies, enhance consumer engagement, and sustain long-term growth in the Indian market.},
        keywords = {Global Fast Food Brands, Consumer Adoption, Indian Fast Food Market, Menu Localization, Pricing Strategies, Brand Perception, Health Consciousness, Cultural Preferences, Market Penetration, Consumer Behavior, Competitive Analysis, Food Industry Growth, Survey-Based Research, Customer Engagement, Marketing Strategies.},
        month = {April},
        }