Objectives of the study:
To identify the factors affecting the choice of (Indian youth) consumers for fast food.
To examine the consumption pattern towards fast foods particularly with respect to the frequency of visits and choice of fast foods.
To check the awareness of health hazards of fast food and its association with overweight.
2. Modern India is at a nutritional and dietary crossroads.
Overweight and obesity in Indian youth are rising, just as in adults, and current
estimates shown that 10% to 30% of children and youth (ages 5 to 17) in India are
overweight or obese; the global prevalence for this age group is 10%.
These higher levels of obesity have been linked to low physical activity, screen
time, and the consumption of unhealthy foods.
It is widely reported by leading public health organizations that caloric energy
imbalance, lack of physical activity, and other factors, such as behaviours,
environment, genetics, and culture, may put youth at higher risk for overweight
and obesity.
The combination of these factors may predispose overweight and obese
adolescents to adult overweight and obesity.
Overweight and obesity may affect teenagers’ health outcomes by increasing their
risk of cardiovascular disease and their chances of getting non-communicable
diseases in adulthood.
In India, heart disease has increased up to six times in the last four decades; by
2010
Introduction
3. Objectives of the study
To identify the factors affecting the choice of (Indian youth)
consumers for fast food.
To examine the consumption pattern towards fast foods
particularly with respect to the frequency of visits and choice of
fast foods.
To check the awareness of health hazards of fast food and its
association with overweight.
4. Fast food definitions
Definition 1: Fast food have been defined by Bender and Bender
(1995) as a “general term used for a limited menu of foods that lend
themselves to production line techniques; suppliers tend to specialize
in products such as hamburgers, pizzas, chicken, or sandwiches”.
Definition 2: In Data Monitor’s (2005) survey the fast food market is
defined as the sale of food and drinks for immediate consumption
either on the premises or in designated eating areas shared with other
foodservice operators, or for consumption elsewhere.
Definition 3: As per “the free dictionary” fast food is “inexpensive
food, such as hamburgers and fried chicken, prepared and served
quickly”.
Definition 4: According to Merriam-Webster online dictionary fast
food is “designed for ready availability, use, or consumption and with
little consideration given to quality or significance”.
6. Obesity
• Obesity results from an imbalance of calorie
intake and expenditure defined by World Health
Organization (WHO) as a disease whereby the
excess body fat has accumulated to the point
where the health of the individual may be
adversely affected. Obesity can be said to be a
vast health issue which can be as a result of
socio economic factors, attitudinal issues or
disorder with feeding.
• Obesity which is associated with an increased
risk of several serious illnesses such as heart
disease.
7. FAST FOOD INDUSTRY
Source:- https://www.statista.com/statistics/273057/value-of-the-most-valuable-fast-food-brands-worldwide/
9. Year Name Objectives Findings Conclusion
1997 Kara et
al.
1. Perceptions of
customers towards
fast food
restaurants differed
across two
countries USA and
Canada.
2. Differences
between
consumer’s
preferences for
fast-food
restaurants in
relation to age
groups.
1. Consumers in the age of 12-
24 years look for variety,
price, delivery service and
location in America whereas
for price and novelties in
Canada.
2. In the middle age group of 25
to 45 years. Americans
preferred for speed and
friendly personnel whereas
Canadians looked for speed,
quality and service.
3. Age group of 46 years to
above 55 years cleanliness,
nutritional value, quality and
taste are considered by
Americans and preference is
given to nutritional value and
seating capacity by
Canadians in identifying fast
food restaurants.
1. Significant
differences in
perception between
the frequent fast
food buyers in
USA and Canada
2. Significant
Differences
between
consumer’s
preferences for
fast-food
restaurants in
relation to age
groups.
10. Year Name Objectives Findings Conclusion
2007
2009
Goyal &
Singh
Janet
Currie,
Stefano
DellaVign
a, Enrico
Moretti,
Vikram
Pathania
1. Estimated
importance of
various factors
affecting the
choice of fast food
outlets by indian
young consumers
1. How the supply of
fast food affects the
obesity rates of 3
million school
children and the
weight gain of over 1
million pregnant
women.
1. The rating of fast food
outlets’ attributes under
study based on mean score
is very high but still
consumer’s visit fast food
outlets for fun, change or
entertaining their friends but
certainly not as a substitute
of home-made food.
1. Among 9th grade children, a
fast food restaurant within a
tenth of a mile of a school is
associated with at least a 5.2%
increase in obesity rates.
2. Among pregnant women, fast
food restaurant within a half
mile of her residence results in a
2.5% increase in the probability
of gaining over 20 kg
1. Comparison of
mcdonald’s and
nirula’s indicates a
clear cut
difference in their
mean score of
their attributes and
also dimensions
identified with
factor analysis.
1. Implied effects of
fast-food on caloric
intake are at least one
order of magnitude
smaller for mothers,
which suggests that
they are less
constrained by travel
costs than school
children.
11. Year Name Objectives Findings Conclusion
2011 Anand 1. Explored the
impact of
demographics and
psychographics
on young
consumer’s food
choice towards
fast food in Delhi,
India
1. The key determinants
impacting consumers food
choice were found out to be
passion for eating out,
socialize, ambience and
taste of fast food and
convenience for dual-
income families in urban
India.
1. Consumers food
choice were found
out to be passion
for eating out,
socialize,
ambience and
taste of fast food.
2. The convenience
of affording high
amount of money
for different fast
foods.
12. Year Name Objectives Findings Conclusion
2011 Pedro
Alviola,
Rodolfo
M.
Nayga,
Jr.,
Michael
Thomsen,
Diana
Danforth,
and
James
Smartt
1. Effect of the
number of fast
food restaurants at
different distances
from public
schools in
Arkansas on
school-level
obesity rates
1. No consistent statistical
evidence of the association
between the number of fast
food restaurants and
school-level obesity rates.
2. The impact is greatest when
fast-food restaurants are
within a quarter of a mile of
schools and this impact
generally declines as
distance between the school
and fast-food restaurants
increases.
1. Increase in
number of
restaurants within
a quarter of a mile
from the school
increases obesity
rates in
middle/high
schools.
13. Year Name Objectives Findings Conclusion
2012 Rezende
and
Avelar
1. describe the
eating out habits
of consumers in
Brazil
1. The study revealed that a
‘search for variety’ &
‘convenience’ was a
motivator for eating
outside the home.
2. The younger people and
people with higher
incomes possessed more
intensive consumption
and more favourable
attitudes towards eating
out.
1. Study revealed
that although
eating out was a
very popular
trend, many of
the consumers
did not voice any
intention of
eating out more
frequently.
14. Year Name Objectives Findings Conclusion/Suggest
ions
2015 Joseph,
Nelliyanil
, Rai,
Kotian,
Ghosh
and
Singh
1. Done to find out
the awareness of
health hazards of
fast foods,
consumption
pattern of fast
foods and its
association with
overweight
among high
school students
1. Commonest source of
information was from
television advertisements.
2. More than half of the fast
food users said that they
were eating it because of
being bored with home
food
1. Statutory
warning about
hazards should
also accompany
television
advertisements
promoting fast
foods.
15. Year Name Objectives Findings Conclusion
2015
(Not
Auth
entic)
Gopal,
Sriram,
Kannabir
an and
Seenivasa
n
1. To know about junk
food eating habits of
students, their
ingredients, nutritive
value and their
impact on human
health
1. The analysis showed that 30%
of students were not aware
about the harmful effects,
nutritive value, and quality of
the food, chemicals present and
its impact on human health.
2. Based on the study, it was
found that 18% were taking
junk food as an alternative to
breakfast, 68% of individuals
liked junk foods for their taste
as it was one of the
predominant factor for their
choice.
1. Study says that Junk
foods are rich in
calories, salt and
fats.
2. Excess consumption
of junk foods would
lead rise to wide
variety of health
disorders.
3. The results from the
present study
conclude that the
respondents were
diplomatic in their
answers and only
few were obvious to
the fact that serious
health effects might
arise upon
continuous
consumption of junk
foods.
16. ResearchMethodology
A cross-sectional study was undertaken during the period February
to March, 2017. This study used a statistically sample of population
to determine the prevalence of an outcome of interest, for the
population, generally for the purpose of knowing the consumption
pattern of the Indian youth.
The target population is consumers of fast food and a sample of
approximately 100 residents of the city Delhi, India was selected.
Focus in the south western area.
Convenience samples are drawn from the specified area. Our
definition of convenience samples includes only one dimension that
is easy access to the sample units otherwise it was random selection
of individuals from a large number of customers at the fast food
outlets.
This includes individuals of both genders, of different ethnic and
racial groups. Respondents are from different income group level.
17. Sample Technique
The data were collected using a structured questionnaire.
Data were collected from the targeted customer while they
were in malls or in fast food outlets or at home.
Sampling Units: Consumers of fast food
Sample Technique: Random Sampling.
Research Instrument: Structured Questionnaire.
Contact Method: Personal Interview
18. Statistical Tools
Data were subject to statistical analysis such as descriptive
statistical analysis and frequency distribution.
This analysis was applicable to mainly categorized data.
Microsoft Excel had used for tabulation and graphs for
analysis.
Some of the questions were scored on five point Likerts scale.
Calculated simple percentage and weighted average mean.
31. Findings
Objective: To identify the factors affecting the choice of (Indian
youth) consumers for fast food.
McDonald and KFC both are ranked top by the majority of
respondents, whereas Subway is being ranked last in the category
of fast food restaurants by the respondents.
Majority of the respondents are saying that, they got the
information of fast food through Television and Newspaper.
Respondents were consuming the fast food because of their self-
taste. They found that the taste is influencing them to purchase
and consume the fast food.
Majority of respondents choose to eat fast food because of their
enjoyment in taste and for their get-together parties with family
and friends.
Branding affects very much while choosing the fast food.
Price of the product plays a vital role while opting for any fast
food products.
32. Objectives: To examine the consumption pattern towards fast
foods particularly with respect to the frequency of visits and choice
of fast foods.
Burger and pizza are most liking fast food among the
consumers.
Consumer likes to order carbonated soda i.e. cold drinks, soft
drinks etc. with the meal.
Majority of the respondents visit the fast food restaurants once
to twice a week.
People usually spend Rs.100/- to Rs.499/- in a month for the
consumption of fast foods.
Majority have their fast food during the time period of 6PM to
10PM as snacks.
33. Objective: To check the awareness of health hazards of fast food
and its association with overweight.
Sometimes nutritional information influence to choose the
fast food they would be purchasing.
Consumers are neutral that taking fast food depends on their
emotions.
Most of the consumers are sometimes aware of the nutritional
information and ingredients in fast food they are consuming.
Consumers of fast foods are neutral about the consumption of
fast foods on daily basis makes them eat more.
Majority of the respondents are agreeing that consumption of
fast food on frequent basis would causes obesity.
34. Conclusion
Delhi is the city having too much places for hang-outs. Parties have become
status symbol in today’s dynamic culture. Whereas young adults having lesser
amount of money in the form of their pocket money moves to the fast food
outlets.
The second side of the coin is been surveyed and found out that fast food
items damaging human health and may lead to obesity, excess fat and serious
diseases.
Respondents are of the opinion that the fast food industry should involve the
practice of using the healthy and nutritious food items.
Fast food is convenient and tasty though it prepared with low nourishing or
unhealthy ingredients.
Fast food companies are targeting kids and youngster through great promotion
strategies, delicious recipes and attractive advertisement.
There are much greater side effects of fast food and people are unaware of its
ill consequences. It can tend to many detrimental diseases. It is also evaluated
that prolonged use of fast food is also a cause of health problems, obesity,
indigestion problem and high cholesterol.
Due to good taste and fluent availability people prefer fast food over home
cooked food.
People even prefer fast food at their workplace due to their busy schedules.
35. Recommendations
It is recommended that fast food restaurants should use healthy
ingredients in making of fast food.
Parents should keep an eye on the diet of their children.
Media should spread awareness among people about the side
effects of fast food.
To develop awareness on healthy menu among consumers,
nutritional information of each fast food menu in the menu
card may be provided.
Fast food restaurants should do more to improve the nutritional
quality of kids' meals and regular menu items.
Moreover, policy makers should limit or ban the unhealthy fast
food restaurants.
36. LimitationsoftheStudy
Time and Resources constraints.
Research is not been carried out for the extended period
of time
Human related
Sample size limited to 100 respondents in the city New Delhi and
individual responses may be biased at times.
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