Main Article Content
Abstract
Social media is most recent form of media and having many features and characteristics. It have many facilities on same channel like as communicating ,texting, images sharing , audio and video sharing , fast publishing, linking with all over world, direct connecting. It is also cheapest fast access to the world so it is very important for all age of peoples. Its use is increasing day by day with high rate in all over the world. Majority of youth is shifting speedily from electronic media like as television viewers and radio listeners to the social media among all age of group. Youth rate is very much to shifting into social media so its influences are much on youth. This craze of social media has led to a host of question regarding its impact on society, while it is agreed that the social media affects peoples living styles and it is an ongoing process to identify the nature of these influence in every society and country specially on youth .this study also focused the influences of social media on youth and their life style, trends, educational and political awareness, physical activities, social life, their learning and so on. Food diversity in India is an implicit characteristic of India’s diversified culture consisting of different regions and states within. Traditionally, keralians like to have home-cooked meals – a concept supported religiously as well as individually. However, with times due to increasing awareness and influence of western culture, there is a slight shift in food consumption patterns among urban Kerala families. It started with eating outside and moved on to accepting a wide variety of delicacies from world-over. Liberalization of the Indian economy in the early 1990s and the subsequent entry of new players set a significant change in lifestyles and the food tastes of Kerala. Fast food is one which gained acceptance of Kerala palate after the multinational fast food players Adapted the basic Kerala food requirements viz. vegetarian meals and selected non-vegetarian options excluding beef and pork totally from their menu. Multinational fast food outlets initially faced protests and non-acceptance from Kerala consumers. This was due to primary perception that these fast food players serve only chicken and do not serve vegetarian meals. In addition, fast food is perceived expensive besides being out-of-way meals in Kerala culture. Today, fast food industry is getting adapted to Kerala food requirements and is growing in Kerala. It is gaining acceptance primarily from Kerala youth and younger generations and is becoming part of life. Keeping in view the Kerala habits and changing preferences towards food consumption, this study has its focus to understand the factors affecting the perception of Kerala youth, in the age group of 20-30 years, towards consumption of fast food as well as towards making choice of fast food outlets.