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@article{189841,
        author = {Dr.S.RAJAPRIYA},
        title = {A STUDY ON CONSUMER PREFERENCE TOWARDS FAST FOOD IN KANYAKUMARI DISTRICT},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {12},
        number = {8},
        pages = {314-319},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=189841},
        abstract = {Fast food is a type of mass- produced food prepared quickly for sale, often from restaurants with a take-out service. The fast foods like Hamburgers, pizza, burgers, French fries and sandwiches. It is popular because it’s convenient for people with busy lifestyle. The main objectives of study are to identify the factors motivate to purchase fast food, to analyse the consumer preference level of fast food in the study area and to find out the problem faced by the fast-food consumers. The study is descriptive and analytical. This study is carried out on the basis of both primary and secondary sources. The researcher has selected 240 samples from the consumers in Kanyakumari district. The researcher used method of convenient sampling technique. The main finding of the study is factors motivate to purchase fast food, “Taste” ranks first with the mean score of 86.61 and problem faced consumer while using fast food, “Lack of Nutrients” with the mean score of 85.64 contributed I- rank.},
        keywords = {Fast Food, Consumer Preference and Purchase},
        month = {December},
        }