Abstract :

Fast food consumption among young people is growing rapidly worldwide, driven by convenience, affordability, and marketing strategies. This has led to notable dietary changes in South Asia, including Pakistan. This study uses demand theory and analysing participant survey data to understand the factors influencing fast food consumption in Faisalabad, a city experiencing rapid urbanization. The analysis reveals that younger, educated, and higher-income individuals are the primary consumers of fast food. Food quality plays a significant role in driving spending, while price sensitivity is relatively low. For example, a 1% increase in price results in only a 0.14% decrease in consumption. On the other hand, income elasticity shows that a 1% increase in income leads to a 15.88% rise in consumption. The study also highlights how popular fast food items like burgers, pizza, and shawarma have substitutive and complementary relationships. These findings offer businesses, policymakers, and health experts valuable insights to address fast-food trends’ social, economic, and health effects.

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Keywords :

Consumer Behaviour, Demand analysis, Fast food, Income elasticity, Price elasticity

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