Fast-Food Consumption in Shimla: Demographic and Behavioural Determinants of Expenditure

Abstract: Background: In the modern era, there has been a significant surge in fast food consumption across India. Shimla, as a major tourist destination, has witnessed rapid growth in restaurants and food outlets, increasing consumption among residents. Method: A descriptive cross-sectional survey was conducted among individuals aged 18 years or above, either born in Shimla or currently residing there. A total of 52 respondents completed a structured questionnaire via Google Forms. Key Results: Employment status significantly influenced fast-food expenditure, while age, gender, and income showed no significant associations. Discounts and promotional offers marginally affected spending. Price importance and salary-related changes did not predict expenditure. Most respondents consumed fast food at least once a week, and many intended to reduce consumption in the future. Conclusion: Fast-food expenditure in Shimla is primarily driven by employment status and marketing incentives rather than demographics or income. Findings underscore the importance of behavioural and structural factors when designing interventions for healthier diets.