The Evaluation of the Students' Attitudes and Behavior Towards Fast Food Consumption

Abstract

People have different lifestyles that cause different needs and desires. Lifestyles influence people's purchasing behavior. Conditions affecting lifestyles, such as long working hours, short break times, lack of cooking time and no cooking place for employees and students have an impact on changing their eating habits. This situation has led consumers to prefer products that can be consumed faster. University students are considered as significant customer potential by fast food sector. The purpose of this study was to determine whether there is a relationship between the lifestyle and the reasons for choosing fast food of university students. The data were collected by conducting a survey with 347 students in Tekirdag Namik Kemal University. The data was analyzed statistically in terms of descriptive and inferential statistics. In this direction, factors related to fast food consumption are 4 factors (product features, space, accessibility, personal satisfaction) and lifestyles are collected under 6 factors (thinkers, experiencers, achievers, believers, innovators, makers). The relationship's existence is explained by using factor scores calculated by factor analysis in a multiple regression model. According to research findings, product features variable is effective in choosing fast food products by Thinkers. Accessibility variable is affective in choosing fast food products by people who have Experiencers lifestyle; space and personal satisfaction are affective on Achievers. Product features and space are affective in choosing fast food products by Innovators. When the findings are generally evaluated; the effects of lifestyle on the causes of fast food consumption seem to be significant.