DETERMINANTS FOR PREFERENCE OF FAST- FOOD RESTAURANTS BY ADOLESCENTS - AN EXPLORATORY STUDY
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Author(s):
PRABHJOT KAUR , DR. VINTI DAVAR
Vol - 5, Issue- 7 ,
Page(s) : 289 - 299
(2014 )
DOI : https://doi.org/10.32804/IRJMSH
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Abstract
The major changes in the lifestyles, education, surplus household income and consumption patterns of Indian consumers in the last few decades have encouraged consumers to eat out. Though all age groups but especially adolescents are attracted to fast food in modern times. This study aims to identify the factors which act as determinants for adolescents in making their choice of fast-food restaurants as well as the attitude of subjects towards fast food consumption. Data for the study was collected by means of a semi structured and self - administered questionnaire from 240 students from reputed senior secondary schools of Kurukshetra district. The data was then codified and stastistically analysed with the help of SPSS 16. A five point Hedonic scale was used for rating of the responses. The most frequently reported reasons for eating at fast-food restaurants were: quick service (92.3%), socializing with family and friends (80.1%) and taste of food (69.2%). The least frequently reported reasons were: informal environment (41.8%) and restaurants have nutritious foods to offer (20.6%). Some differences were found with respect to the demographic factors examined.
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