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Not AvailableThe study explored the perceptions, preferences and factors that are contributing to the growth of fast food among people in Hyderabad. To meet these objectives this study helped in understanding what exactly a consumer looks for in choosing fast food. It gave an idea about the important factors that are required now a day to attract consumers in this competitive world. The study made an attempt to understand the consumer eating habits, what a consumer wantswhile eating fast food and their expectations and preferences. A questionnaire was prepared in order to conduct survey. Findings from the study indicated that the growth of fast food is perceived to be as a result of urbanization, lifestyle, people working for long hours, growing interest in exotic meals, advertising, availability of commercial buildings and rise in income. This study helped to identify the important factors perceived by consumers when choosing a food style.The price, atmosphere, food quality and location were the attributes most investigated by the researchers.The food quality and taste were perceived as essential by consumers for all types of fast food consumers. The study was aimed at knowing the various eating habits of a consumer. The questionnaire was based on different parameters to judge and understand the perception of consumer towards fast food and their preference for fast food. This project helped us to figure out the different consumer factors to Understand the overall consumer perception of eating fast food.Not Availabl