A STUDY ON THE PERCEPTION OF YOUTH TOWARDS FAST FOOD
Keywords:Healthy Eating, Consumption, Junk Food
The latest socio-cultural shift we are witnessing is the increasing demand towards healthy eating. This is largely due to increased media exposure and awareness of the hazards of junk food. Youth nowadays is looking for healthy substitutes which exhibits a change in eating habits. This study tries to find out the change in perception of youth towards healthy eating , as it is always assumed that youth prefer junk food.
Our research focuses on identifying the correlation between demographic profiles and perception towards healthy eating habits. It further studies the relationship between perception of healthy eating habits and consumption of soft drinks, instant noodles and fast food. A sample of 200 respondents between the age group 18-35 years were taken for the study. Three top of the mind brands - Maggi, McDonald’s, and Pepsi were taken for the study. Statistical tools were used to analyze the collected data. Bivariate statistical tools were used to analyze data and the findings suggested that there is a direct correlation between perception of healthy eating habits and consumption of Maggie, McDonald’s and Pepsi.
Klabacha, L. The market for health and nutrition in China vs. the USA and India, ESOMAR Conference papers, Asia Pacific conference, Singapore, December 2002
Post healthy classics: whole grain experts, author -Source: Effies (North America), Bronze, Effie Awards, 2006
Wirth. N. and Zeng, S. Qualitative insights on-the-go: A mobile qualitative multi-country study about on-the-go eating habits in APAC, ESOMAR Conference papers, Asia Pacific, Jakarta, May 2014
112 Journal of Marketing Development and Competitiveness Vol. 11(3) 2017
AKAGUN, E. and OZDEMIR, H. Consumer Preferences for Fast Food Brands: Evidence from an Emerging Country Cankaya University, Cankaya University.
Omid M. Ghoochani, Razieh Torabi, Mohammad Hojjati and Mansour Ghanian Ramin. Factors influencing Iranian consumers’ attitudes toward fast-food consumption Agriculture and Natural Resources University of Khuzestan.
Chaplin School of Hospitality and Tourism Management, Florida International University, Miami, Florida, USA, British Food Journal, Vol. 120 No. 2, 2018, pp. 409-423, © Emerald Publishing Limited
Kara Chan, Tommy Tse, Daisy Tam and Anqi Huang Perception of healthy and unhealthy food among Chinese adolescents, VOL. 17 NO. 1 2016 Young Consumers Page 33 DOI: https://doi.org/10.1108/YC-03-2015-00520
Arnold, Todd J;Landry, Timothy D;Wood, Charles M, Prosocial Effects in Youth From Involvement in an Experiential, Cause-related Marketing Journal of Marketing Theory and Practice; Winter 2010; 18, 1; ABI/INFORM Global DOI: https://doi.org/10.2753/MTP1069-6679180103
Consumer Behavior by Leon Schiffman and Ramesh Kumar, Pearson, 2019 12 E.
How to Cite
License and Copyright Agreement
In submitting the manuscript to the journal, the authors certify that:
- They are authorized by their co-authors to enter into these arrangements.
- The work described has not been formally published before, except in the form of an abstract or as part of a published lecture, review, thesis, or overlay journal.
- That it is not under consideration for publication elsewhere.
- That its release has been approved by all the author(s) and by the responsible authorities – tacitly or explicitly – of the institutes where the work has been carried out.
- They secure the right to reproduce any material that has already been published or copyrighted elsewhere.
- They agree to the following license and copyright agreement.
Authors who publish with International Journal of Engineering Technologies and Management Research agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License (CC BY-SA 4.0) that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors can enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or edit it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) before and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
For More info, please visit CopyRight Section