EXPLORING STUDENTS’ CHOICE OF FAST FOOD: A SOCIOLOGICAL STUDY OF SOUTH KOLKATA

Abstract

Globalization is a process of international and cultural interdependence which influences the human life in many ways including food consumption. One of such major changes is its impact on fast food. Against this backdrop, a survey-based study was undertaken amongst the students of south Kolkata to explore and understand the college students’ choice of fast food. The study establishes the reasons behind dependence on fast food followed by the difference between Bengali and non-bengali students’ preference for fast food. The present research was conducted using mixed methodology amongst forty male and female college students aged within 20-25 years from both Bengali and non-bengali middle class families and studying in two different colleges of South Kolkata. The findings reveal that the college going young students prefer having fast food in renowned and established brand outlets like Pizza Hut, McDonalds and KFC due to brand preference, taste, convenience due to location and also being influenced by social network like family, peer group etc. A fine line of difference exists between Bengali and non-bengali students’ choice of fast food as Bengali students’ general preference is fried non-vegetarian foods, whereas, non-bengali students generally go for non-fried and vegetarian items which is perceived to be a bit healthier.