Volume 3, Issue 1, February 2015, Page: 43-49
Consumer Perception and Prefernce of Fast Food: A Study of Tertiary Students in Ghana
Horsu Emmanuel Nondzor, School of Business and Management Studies, Department of Marketing, Cape Coast Polytechnic Institute, Cape Coast, Ghana
Yeboah Solomon Tawiah, School of Business and Management Studies, Department of Marketing, Cape Coast Polytechnic Institute, Cape Coast, Ghana
Received: Jan. 19, 2015;       Accepted: Jan. 30, 2015;       Published: Feb. 10, 2015
DOI: 10.11648/j.sjbm.20150301.16      View  3007      Downloads  1002
The study explored the perceptions, preferences and factors contributing to the growth of fast food among tertiary students. To meet these objectives, a sample size of 159 consumers was taken from the two leading tertiary institutions in Cape Coast; University of Cape Coast and Cape Coast Polytechnic. Pretested semi-structured questionnaires were administered to the respondents and the data were analyzed using SPSS version 20. The results were presented using descriptive statistics (frequencies, percentages, mean and standard deviations, tables and charts). Findings from the study indicated that the growth of fast food is perceived to be as a result of urbanization, people working for long hours, growing interest in exotic meals, advertising, availability of commercial buildings and rise in income. Those who do not patronize fast food perceive them to be unhealthy, expensive and too foreign. Those who patronize however perceive them to be convenient, time saving, delicious, good for fun and change, and expose them to likable environments. To place an order for fast food, consumers prefer them in the form of both “take-away” and ‘eat in’ services. The most preferred menu happened to be the exotic ones (i.e. Pizza, burger, rice etc). The findings proved to be more significant and revealing as they will help marketers to analyze the behavioral characteristics of consumers’ with respect to the consumption of fast foods.
Fast Food, Consumer, Consumer Behaviour, Perception and Preference
To cite this article
Horsu Emmanuel Nondzor, Yeboah Solomon Tawiah, Consumer Perception and Prefernce of Fast Food: A Study of Tertiary Students in Ghana, Science Journal of Business and Management. Vol. 3, No. 1, 2015, pp. 43-49. doi: 10.11648/j.sjbm.20150301.16
Bender, A.E. and Bender, D.A. (1995), A Dictionary of food and nutrition, Oxford University Press, Oxford.
Fast foodAvailable at http://en.m.wikipedia.org/wiki/fast-food. [Retrieved on 2/5/2014]
Transparency Market Research (2014), Global fast food market is expected to reach USD617.6 billion globally by 2019. Available http//www.transparancymarketresearch.com/pressrelease/global-fast-foof-market.htm [Retrieved on 2/5/ 2014]
Goyal, A. and Singh, N.P. (2007), Consumer perception about fast food in India: An exploratory study. British Food Journal 109 (2): 182-195
Park, C. (2004). Efficient or enjoyable? Consumer values of eating-out and fast restaurant consumption in Korea. International Journal of Hospitality Management, 23: 87–94.
Ashakiran and Deepthi, R. (2012), Fast food and their impact on health. JKIMSU, 1(2): 7-15
Chang, C., Chan, P and Hsiao, J. (2006), Fast Food and Fast Food Culture. Available at www.shs.edu.tw/works/essay/2007/03/2007032815482808.pdf. [Retrieved on 3/5/2014]
Adams, R. (2005), Fast food, obesity and tort reform: An examination of industry responsibility for public health, Business and Society Review, 110(3): 297-320.
Bryant, R. and Dundes, L. (2008), Fast food perceptions: A pilot study of college students in Spain and United States. Available at http://www.ncbi.nlm.nih.gov/pubmed/18439711 [Retrieved on 3/5/2014]
Aloia, R., Gasevic, D., Yusuf, S., Teo, K., Chockalingam, A., Patro, D., Kumar, R., and Lear, S. (2013). Differences in perceptions and fast food eating behaviours between Indians living in high- and low-income neighborhoods of Chandigarh, India. Available at http:// www.nutritionj.com/content/12/1/4 [Retrieved on 4/6/2014]
Thakkar, K. and Thatte, M. (2014). Consumer perceptions of food franchise: A study of McDonalds and KFC. International Journal of Scientific and Research Publications,4 (3):1-5
Akbay, C., Tiryaki, G. and Gul, A. (2007). Consumer Characteristics Influencing Fast Food Consumption in Turkey. Available at http//www.sciencedirect.com/science/article/pii/S0956713506001290. [Retrieved on 21/07/2014]
Ozcelik, A., Akan, L. and Sürücüoglu, M. (2007). An Evaluation of Fast Food Preferences According to Gender. Humanity and Social Sciences Journal, 2 (1): 43-50
Browse journals by subject