INFLUENCE OF SOCIAL MEDIA MARKETING TOOLS ON CUSTOMERS' BUYING DECISIONS IN THE INDIAN FAST-FOOD SECTOR – A REVIEW

Geographical origin, age, proclivity to read product labels, scientific knowledge, and self-assessment of knowledge on food safety-related concerns divulge as the most significant variations influencing consumer perception of safe food across groups. Purchase choices tend to be influenced by how people perceive quality. Consumption patterns and risk-exposure behaviours of different consumer groups that employ the same factors to define quality were revealed via the description of these consumer groups. The investigation of these issues is thus necessary for the development of successful and focused communication campaigns, not only for businesses but also for governmental agencies responsible for the protection of the public health which would pave the way for Sustainable food production and distribution practices, food security across the globe , human and eco health, economic prosperity and sustainable development. The purpose of this review is to examine the aspects that are most important in determining the criteria that consumers consider when making judgments about food quality and safety. The purpose of this article is to examine the real expectations of customers about food safety, as well as their predicted behaviour while making purchasing choices. This paper provides an overview of the purchasing process for high-risk items and explains why consumers behave in a certain way when faced with a high-risk product's sanitary potential.