Buying factors and customer satisfaction about fast foods: A study of college students in Lunglei Town Mizoram Lalnunthara R.1, Kumar NVR Jyoti2 1Assistant Professor, Department of Commerce, Higher and Technical Institute Mizoram (HATIM), Lunglei, Mizoram, India, Email id: tharahatim074@gmail.com 2Dean, School of Economics, Management and Information Science, Department of Commerce, Mizoram University, Aizawl, Mizoram, India, Email id: nvrjyoti@rediffmail.com Online published on 4 March, 2019. Abstract This study analysed the relative importance of five factors (viz., variety and availability, taste, price, brand name/restaurant name, ingredients) influencing fast foods consumption among the college students in Lunglei town, Mizoram. It further highlighted the satisfaction level of the respondents in respect of those factors. The study is based on the primary data collected from 150 students of three colleges in Lunglei town. The study revealed that taste, price and ingredients are the important factors in fast foods consumption. Variety and availability of products/foods is not relatively an important factor. Brand name/restaurant name is the least important factor. The customers expressed higher level of satisfaction regarding the taste, the ingredients and the price of fast foods, in that order. They have least satisfaction in respect of the availability and variety of fast foods, and brand name/restaurant name. The findings imply the underperformance of the canteens, restaurants, and the retail outlets in making a variety of foods and brands available in their business. However, the entrepreneurs and the marketers need to make investment in this regard in order to expand their markets. Therefore, it is suggested that there is a marketing opportunity available for the entrepreneurs running the restaurants and the retail outlets to harness market demand. Top Keywords Fast Foods, College Students, Buying Factors, Satisfaction Level. Top |