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Does social value matters in the consumption of fast food

Most of us do eat fast food and some might be addicted to it but seldom are we conscious of the motivation behind such consumption choice. Our research objective is to identify the key influencing factors that drive such choice and gauge whether the difference in the set of influencing factors for K...

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Main Authors: Abdul Majid, Izaidin, Ngeng, Miang Hong, Wong, Lai Soon, Buang, Nor Aisyah
Format: Conference or Workshop Item
Language:English
Published: 2010
Subjects:
H Social Sciences (General)
Online Access:http://eprints.utem.edu.my/id/eprint/11590/1/IBBC_conference_final_11th_Oct_2010%5B1%5D.pdf
http://eprints.utem.edu.my/id/eprint/11590/
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spelling my.utem.eprints.115902023-08-17T16:06:25Z http://eprints.utem.edu.my/id/eprint/11590/ Does social value matters in the consumption of fast food Abdul Majid, Izaidin Ngeng, Miang Hong Wong, Lai Soon Buang, Nor Aisyah H Social Sciences (General) Most of us do eat fast food and some might be addicted to it but seldom are we conscious of the motivation behind such consumption choice. Our research objective is to identify the key influencing factors that drive such choice and gauge whether the difference in the set of influencing factors for KFC and McDonald’s patrons is of statistical significant. To address these issues, we conduct questionnaire-guided interviews to a quota sample of patrons at randomly chosen outlet of KFC and McDonald’s in Penang. About 150 respondents each from KFC and McDonald’s fast food outlets were invited for a short questionnaire-interview after their meals. Data were collected in the morning, afternoon, evening and night session. The analysis entails factor analysis and logistic regression in determining the salient social factors that influence consumption. Findings from study shown that consumers were driven by Social Groups such as family, co-workers and friends and the desire to project a sociable, westernized and successful image. Our aim is to understand consumption choice behaviour that could turn into advantages in the competition. Another contribution could be in modifying attitude toward fast food consumption, for example, control consumption of fast food of the younger population. 2010-12-13 Conference or Workshop Item PeerReviewed application/pdf en http://eprints.utem.edu.my/id/eprint/11590/1/IBBC_conference_final_11th_Oct_2010%5B1%5D.pdf Abdul Majid, Izaidin and Ngeng, Miang Hong and Wong, Lai Soon and Buang, Nor Aisyah (2010) Does social value matters in the consumption of fast food. In: “International Borneo Business Conference (IBBC 2010), 13-15 December 2010, Miri Sarawak.
institution Universiti Teknikal Malaysia Melaka
building UTEM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Teknikal Malaysia Melaka
content_source UTEM Institutional Repository
url_provider http://eprints.utem.edu.my/
language English
topic H Social Sciences (General)
spellingShingle H Social Sciences (General)
Abdul Majid, Izaidin
Ngeng, Miang Hong
Wong, Lai Soon
Buang, Nor Aisyah
Does social value matters in the consumption of fast food
description Most of us do eat fast food and some might be addicted to it but seldom are we conscious of the motivation behind such consumption choice. Our research objective is to identify the key influencing factors that drive such choice and gauge whether the difference in the set of influencing factors for KFC and McDonald’s patrons is of statistical significant. To address these issues, we conduct questionnaire-guided interviews to a quota sample of patrons at randomly chosen outlet of KFC and McDonald’s in Penang. About 150 respondents each from KFC and McDonald’s fast food outlets were invited for a short questionnaire-interview after their meals. Data were collected in the morning, afternoon, evening and night session. The analysis entails factor analysis and logistic regression in determining the salient social factors that influence consumption. Findings from study shown that consumers were driven by Social Groups such as family, co-workers and friends and the desire to project a sociable, westernized and successful image. Our aim is to understand consumption choice behaviour that could turn into advantages in the competition. Another contribution could be in modifying attitude toward fast food consumption, for example, control consumption of fast food of the younger population.
format Conference or Workshop Item
author Abdul Majid, Izaidin
Ngeng, Miang Hong
Wong, Lai Soon
Buang, Nor Aisyah
author_facet Abdul Majid, Izaidin
Ngeng, Miang Hong
Wong, Lai Soon
Buang, Nor Aisyah
author_sort Abdul Majid, Izaidin
title Does social value matters in the consumption of fast food
title_short Does social value matters in the consumption of fast food
title_full Does social value matters in the consumption of fast food
title_fullStr Does social value matters in the consumption of fast food
title_full_unstemmed Does social value matters in the consumption of fast food
title_sort does social value matters in the consumption of fast food
publishDate 2010
url http://eprints.utem.edu.my/id/eprint/11590/1/IBBC_conference_final_11th_Oct_2010%5B1%5D.pdf
http://eprints.utem.edu.my/id/eprint/11590/
_version_ 1775626876902965248
score 13.211869

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