Term Paper on "Factors Affecting Customer Choice of Fast Food in Different Countries"

Term Paper 30 pages (8131 words) Sources: 15 Style: Harvard

[EXCERPT] . . . .

Fast Food Among Individuals of Different Countries and Differentiations in Health Perspectives Related to Consumption of Fast Food

The objective of this research is to identify the impact that culture has on the consumption of fast food and to compare the difference in buying behavior in different countries. Finally, this work will investigate the major factors that affect customer's choice in fast food and to understand the relationship between food consumptions and health. This study has made a qualitative examination of fast food consumption among individuals of various nationalities and ethnicities in various countries specifically as related to consumption of fast food through an extensive review of literature in a study reported in interpretive and descriptive findings. Literature reviewed in this study is of an academic and peer-reviewed nature and published in journals, books, and professional literature and is of a recent nature. Globalization is greatly changing society and culture all around the globe in terms of consumer choices, lifestyle, individual preferences, socialization and custom and at the same time all of these factors are individualizing and changing specific aspects of marketing for fast food restaurants such as McDonald's, Kentucky Fried Chicken, and others. In short, understanding factors affecting consumer choices regarding fast food is a complex focus of research because many diverse and various factors must be taken into consideration in terms of fast food and indeed the non-foodness' (Kwan, 1999) this study has found that non-food related factors affecting consumer choice of fast food establishments on a local and international basis include factors such as: (1) individual choice; (2) religious; (3) group preferences; (4) health-related factors; (5) location and availability of restaurant choices; (6) costs; (7) socialization; (8) time available for eating; (9) with whom they are eating the food; (10) whether the individual is a student in a college or university within the proximity of a fast food restaurant.

PRIMARY FACTORS THAT AFFECT CHOICE of FAST FOOD AMONG INDIVIDUALS of DIFFERENT COUNTRIES and DIFFERENTIATIONS in HEALTH PERSPECTIVES RELATED to CONSUMPTION of FAST FOOD

OBJECTIVE

The objective of this research is to identify the impact that culture has on the consumption of fast food and to compare the difference in buying behavior in different countries. Finally, this work will investigate the major factors that affect customer's choice in fast food and to understand the relationship between food consumptions and health.

INTRODUCTION

This study focuses on the factors that affect the choice of fast food by individuals in various countries throughout the world and specifically as related to buying behavior as related to consumptions of fast food and health perceptions among these individuals and different cultures.

BACKGROUND of the STUDY

Many studies have cited health-related affects from fast food consumption therefore this study has sought to investigate the factors that affect the choice of fast food among different individuals in various countries throughout the world and the related health perceptions of these individuals as related to consumption of fast food.

METHODOLOGY

This study has made a qualitative examination of fast food consumption among individuals of various nationalities and ethnicities in various countries specifically as related to consumption of fast food through an extensive review of literature in a study reported in interpretive and descriptive findings. Literature reviewed in this study is of an academic and peer-reviewed nature and published in journals, books, and professional literature and is of a recent nature.

INTRODUCTION

Globalization is greatly changing society and culture all around the globe in terms of consumer choices, lifestyle, individual preferences, socialization and custom and at the same time all of these factors are individualizing and changing specific aspects of marketing for fast food restaurants such as McDonald's, Kentucky Fried Chicken, and others. In short, understanding factors affecting consumer choices regarding fast food is a complex focus of research because many diverse and various factors must be taken into consideration in terms of fast food and indeed the non-foodness' (Kwan, 1999) of fast food must be examined. 'Non-foodness' is a term coined in the work of Kwan (1999) which is a term used to refer to other reasons that fast food is chosen for consumption among consumers internationally. These factors will be specifically focused on in this study.

RESEARCH QUESTIONS

What different views are held among different cultures in countries throughout the world relating to consumption of fast food?

What are the health perspective differentials existing among individuals in various countries throughout the world related to fast food consumption?

What are the primary factors that affect the consumption of fast food by college-age students from various countries of the world?

Is consumption of fast food an addition to- or an extension of- cultural issues surrounding food consumption?

What non-food related factors affect consumer choice of fast food establishments internationally and locally?

LITERATURE REVIEW

The work of Jiang (2006) entitled: "American Fast Food in Chinese Culture" states that the research reported is of a study that examined the affects of American fast food culture on Chinese eating habits and the perceptions that the Chinese population have on their general health statuses and the effects of American fast food on Chinese health. Factors listed in this study for consumption of fast food included:

1) Convenience;

2) Speed;

3) Clean and quiet environment;

4) Children being the reason for visiting fast food establishments.

Included in reasons for visiting fast food establishments by the Chinese individuals interviewed by Jiang were the reasons stated as:

1) Cleanliness; and 2) Preference for the food.

In the country of China Jiang (2006) states that places:

such as McDonald's and KFC represent the attainment of the desired urban Chinese life. They are places where small companies started by recent college graduates hold office meetings. They are popular dating spots among the young adults and quiet places to get away from the hustle and bustle of metropolitan life for the increasing population of white collar workers. The well lit, standardized and clean restaurants represent the antithesis of the traditional Chinese restaurant in which franchises are rare, busy meal time are always loud, and the older generations tend to prefer." (Jiang, 2006)

Jiang relates that these fast food restaurants in China place an emphasis on the culture and social status which is reflected in "...the business strategies of the fast food companies in targeting the younger generation with weight loss salads, quiet environments and trendy music." (2006) the younger generation in China have different values than do their parents "...the standards for social status have changed as well. Changing standards which American fast food among other companies have been catering to include the creation of "...non-smoking, clean, professional franchises that make the younger generation feel comfortable and upscale. At McDonald's for example, they are treated in the same manner as a successful businessman thirty years their senior. At Starbucks, the standardized menu allows them to have their favorite drink made the same way no matter which franchise they visit. At KFC, one can sit down to study without being bombarded by loud yells from smoking middle-aged men talking business over beer. Whereas previous generations favored personal attention, the new generation now favors personal comfort. In order to be successful, consequently, new businesses have to target the intra-generational cultures." (Jiang, 2006)

The work of Wai Yin Kwan entitled: "American Fast Food in Hong Kong, Taiwan, and China" (1999) relates some very interesting facts. Kwan (1999) conducted a survey among Texas students from Hong Kong, Taiwan and China. Findings of the survey include the following stated reasons why these individuals choose fast food:

1) Because it is "something new and different" - Kwan relates that "since hamburgers, pizzas, and french fries are not items found in the traditional Chinese diet, many first time customers went to the fast food places just to find out what the food and the entire fast food experience were like." (1999)

2) American - Kwan relates that for some of these individuals the aspect of the individuals in this study because it provided them with a "change to participate in and associate themselves with the American culture." (1999) Kwan's study revealed that because "people have differing conceptions of what America is, the exact aspects of American culture that the consumers found appealing also differ. For the younger generation the American fast food/tee-shirt and jeans culture represents a lack of formal rules, casualness, and youth. For young adults who are involved or wish to be involved in the business world, American fast food represents the modern, global culture." (1999)

3) Something special - Kwan relates that in the advent of the fast food chains "...their prices were relatively high compared to lower end, traditional eating establishments. The high prices prevented most people from going there on a regular basis, and therefore fast food was seen a special treat." (1999)

4) Tourist destination - Kwan relates findings that since fast food places are generally concentrated in the large urban areas "...and have not yet reached rural towns, many rural tourists who visit large urban cities in… READ MORE

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