Name: Shameera Banu, Devakumari & M.Gowthami
Country: India

Year: 2026
Volume: Volume-11, Issue-1, January-June 2026
Page Number: 689-695
DOI: https://doi.org/10.5281/zenodo.20509096

ABSTRACT
The food consumption pattern of consumers has changed significantly due to rapid urbanization, changing lifestyles, and increasing time constraints. Fast-food items have become increasingly popular, especially in urban areas, as they offer convenience, variety, and quick service. The present study aims to examine the shift towards fast-food consumption with special reference to Coimbatore South Zone. The study focuses on understanding consumer preferences, frequency of consumption, and the factors influencing the growing demand for fast food. Primary data were collected through a structured questionnaire from 50 respondents, and secondary data were gathered from journals, articles, and online sources. Simple percentage analysis was used for data interpretation. The findings reveal that young consumers and working professionals are the major contributors to fast-food consumption, with taste, convenience, and time-saving being the key influencing factors. Although most consumers are aware of the health risks associated with fast food, they continue to consume it due to lifestyle pressures. The study concludes that there is a significant shift towards fast-food items in the study area, highlighting the need for healthier food alternatives and increased awareness about balanced eating habits.

Key Words: Fast food, Consumer behavior, Lifestyle change, Food preferences, Shift.