Changing Food Consumption Patterns: A Study of Quick-Service

Abstract

The rapid expansion of Quick-Service Restaurants (QSRs) in Tier-2 cities such as Patna signifies a substantial transformation in consumer eating habits, lifestyle preferences, and socio-economic dynamics. As urbanization accelerates and disposable incomes rise, consumers increasingly favor convenient, affordable, and standardized food options offered by QSRs. This study examines the evolving food consumption patterns in Patna, focusing on the factors that shape consumer preference for QSRs, including demographic variables, digital influence, brand perception, and service convenience. Using a mixed-method research design, primary data were collected from 100 respondents through a structured questionnaire, supplemented by an extensive review of contemporary literature. Analytical techniques such as frequency distribution, percentage analysis, mean scoring, and chi-square testing were applied to interpret consumer behavior trends. The findings reveal a pronounced shift toward QSR consumption, particularly among individuals aged 18–35, driven by convenience, taste consistency, hygiene expectations, and the growing reliance on digital platforms such as Zomato, Swiggy, and social media channels like Instagram. These platforms significantly impact decision-making by offering promotional incentives, peer reviews, and effortless accessibility. The study concludes that QSRs play an increasingly pivotal role in Patna’s food ecosystem and highlights the importance of digital engagement, value-based offerings, and localized menu strategies. Practical recommendations and future research directions are proposed to assist QSR operators, marketers, and policymakers in leveraging consumer trends effectively.