Difference of Adults’ and Teenagers’ Attitudes Towards Fast Food Restaurants

Document Type : Original Article

Abstract

Maryam Rahimi *, Abbas Ali Haji Karimi **[1] AbstractNowadays, with the progress in science, technology, and industry, changes has taken place in people's lifestyles and the consumption of fast food has become common for different reasons. Owing to this, the present research was carried out in Tehran with the aim of understanding the consumption pattern of adolescents and adults and studying the differences in attitude between these two consumer groups. This research is a descriptive study carried out in Tehran using the clustering method with 384 participants. The data regarding the attitude of adolescents and adults were collected by a questionnaire, the validity and reliability of which were determined. The data were then analyzed using SPSS software, with Levene's test, T-Test and Pearson correlation coefficient. 49.5% of the participants were adolescents and the rest were adults. The findings showed that there is no significant difference between the adolescent and adult groups with regard to the internal and external characteristics of fast food, except for public brand image; however, there is a significant difference between the two age groups regarding attitude toward fast food. Moreover, the positive relation between customer satisfaction and internal and external characteristics of fast food and word-of-mouth intention was proved. Keywords: Fast Food; Customer Satisfaction; Word-of-Mouth; Attitude; Social Recognition; Competitive Advantage.* Associate Professor, Shahid Beheshti University.** M.Sc. Shahid Beheshti University (Corresponding Author).E-mail: Maryam_rahimi17@yahoo.com

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History

  • Receive Date: 18 November 2015
  • Revise Date: 18 November 2024
  • Accept Date: 31 December 2020

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