How Advertisement Effects The Consumer Behaviour In the Fast Food Industry During the Corona Pandemic In India

Yash Mandviwala

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Bachelor Thesis from the year 2021 in the subject Sociology - Consumption and Advertising, grade: 8.0, , course: Bachelors of Bus...

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Bachelor Thesis from the year 2021 in the subject Sociology - Consumption and Advertising, grade: 8.0, , course: Bachelors of Business Administration, language: English, abstract: This paper aims at providing information about understanding how advertisement effects the fast food industry during COVID-19 in India. One of the world's fastest growing food types is victuals (fast foods). People buy fast food because it's easy to prepare, cheap and heavily promoted. But due to COVID-19 situations, the scenario changed. With the presence of lockdown in all countries because of the spread of the COVID-19 virus, the growth of the fast food industry declines. Restaurants in India are state subjects and during this time, they were having zero income but with a fixed cost. The fear of social proximity will persist post lockdown and initially affects business negatively. In the recent times, the fast food industry has shifted their normal advertisements to special COVID-related advertisements that may or may not drive the emotion of buying the fast food by any means.