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Abstract
Fast food business isone of the world’s wildest developing sectors in food business.Last few decades there has been emergence of various factors like number of nuclear families, economic advancement and swelling per capita income as well as globalizatiorsn. All these factors gave birth to growing fast food culture in Maharashtra. The study tells that 72% of the respondentsstopoverat fast food outlets once in a week and commonly respondents spent more than 15% of their monthly salary on fast food and the most desired food preferred is Pizza or Chinese. They also stated that the discount accessible at the fast food restaurants are considered as the fruitful marketing activity. The fast food industry is extremely competitive and controlled by fast food giants. Hence to sustain in highly competitive market , it is necessary to focus on latest marketing policies. This involvesremaining in continuous touch with customers. One of the finestmethods for fast food restaurant to stay connected is with through marketing research. Fast Food restaurants study what the modern customers desire and what he will buy before creating marketing and advertising strategies. Fast food restaurants often use market segmentation as a marketing instrument. Fast food restaurants can have drivethru’ , many promotional activities ,mainly which will be enjoyed by youngsters as they are the main clientele of Fast Food restaurant. Prepare movie or popular animated film Market segmentation is the process of recognizingimportantordering groups that frequent your restaurant.