REVIEW OF CONSUMER BEHAVIOR & CONSUMER PERCEPTION OF JUNK FOOD MARKET IN MUMBAI CITY

Abstract

Background: Urbanization and current food industry development have resulted in a significant increase in junk food production, making it readily available, accessible, and affordable. The fundamental issue with junk food is that it has a low satiation value. People don't feel as full after eating them, which can contribute to overeating. Junk food often takes the place of more healthful items. It is regarded as one of the primary causes of the obesity pandemic. Aims: The study's goal is to discover the perceptions and factors that influence junk food consumption in Mumbai city. Methods: To acquire samples, systematic random sampling was used. A self-administered questionnaire was used to collect data. The Chi-square (2) test was used to determine the consumer behavior factors associated with junk food consumption.

Keywords: consumer behaviour, consumer perception, junk food, Mumbai city