Factors Influencing Consumer Behavior towards Fast Food and the Role of Social Media Marketing on Consumers Fast Food Purchase Decision in Delhi NCR

Abstract

The research paper "Factors Influencing Consumer Behavior Toward Fast Food and the Role of Social Media Marketing on Consumers' Fast Food Purchase Decision in Delhi NCR" is an analysis of how social media marketing influences fast food consumption in Delhi NCR. The determinants of consumer behavior, consumer awareness, impact of social media platforms, and their relationship with fast food consumption are studied in this paper. A self-constructed questionnaire was utilized through convenience sampling via Google Forms, and 270 consumers responded; however, valid responses were available for only 220. The demographic, fast-food habits, and social media habits of the participants were recorded using a five-point Likert scale to gather data on 16 consumer behavior variables. Using SPSS, reliability analysis reflected strong internal consistency with Cronbach's alpha from 0.924 to 0.958. The key methodologies included Principal Component Analysis that was used in identifying the dimensions of consumer behavior and descriptive analysis in quantifying awareness levels, ranking the influential social media platforms with Friedman tests, and Spearman correlation for the assessment of relationships between social media usage and behavior. Results found two key behavior dimensions: Convenience and Value- Oriented Consumption and Social and Cultural Influences. High consumer awareness, especially on health and hygiene, reflects an informed market. Social media, such as YouTube, WhatsApp, and Instagram, played a very significant role in influencing purchasing decisions. The correlation analysis established strong relationships between the use of social media and consumer behavior, emphasizing the need for digital engagement. Findings give actionable insights for fast food brands to realign strategies according to consumer preferences, utilize influential social platforms, and improve customer engagement and satisfaction in a competitive market.