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

Document Type : علمی - پژوهشی

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

References

  1. . برزویی، اعظم؛ آزادبخت، لیلا (1389). توصیف عادات غذایی دختران جوان اصفهانی: وضعیت دریافت چای، غذاهای آماده، عادات غذایی، جوانان، غذاهای آماده، اسید چرب چربی‌ها. تحقیقات نظام سلامت، 6، 2.
  2. تقوی‌نژاد، منیره (1391). فست‌فودها تهدیدی برای سلامت جامعه. رسالت، 7519.
  3. جماعت، محمد (1387). بیوگرافی فست‌فود در ایران و جهان. روزنامه خراسان، 62.
  4. فاضل‌پور، شکوه؛ باقیانی‌‌مقدم، محمدحسین؛ نجارزاده، آزاده؛ فلاح‌زاده، حسین؛ شمسی، فریماه؛ خبیری، فرحناز (1390). بررسی وضعیت مصرف غذاهای فوری (فست‌فود) در مردم شهر یزد. طلوع بهداشت، 10، 34-25.
  5. میرشاهی، سعید (1387). نحوه کاربرد فرایند تحقیقات بازاریابی در فستفودها. فصلنامه توسعه مهندسی بازار، 66-18.
  6. Allen, K.N., Taylor, J.S., & Kuiper, R.A. (2007). Effectiveness of nutrition education on fast food choices in adolescents. Journal of School Nursing,. 23 (6), 337-341.
  7. Augustyn, M., Zuckerman, B., & Caronna, E.B. (2010). The Zuckerman Parker Handbook of Developmental and Behavioral Pediatrics for Primary Care, Lippincott Williams & Wilkins, Baltimore, MD.
  8. Birch, L.L., Zimmerman, S.I., & Hind, H. (1980). The influence of social-ffective context on the formation of children’s food preferences. Child Development, 51(3),. 856-861.
  9. Commons, M.L., & Richards, F.A. (2003). Four postformal stages, in Demick, J. and Andreoletti, C. (Eds). Handbook of Adult Development, Kluwer, New York, NY, 199-219.
  10. Currie, J., Vigna, S.D., Moretti, E., & Pathania, V. (2010). The effect of fast food restaurants on obesity and weight gain. American Economic journal, 2(3), 34–68.
  11. Driskell, J.A., Meckna, B.R,. & Scales, N.E. (2006). Differences exist in the eating habits of university men and women at fast food restaurants. Nutrition Research, 26(10), 524–530.
  12. Fischer, M., Volckner, F., & Sattler, H. (2010). How important are brands? A cross-category,cross-country study. Journal of Marketing Research, 47 (5), 823-829.
  13. Frank, B. (2012). The formation of consumer attitudes and intentions towards fast food restaurants: How do teenagers differ from adults?. Managing Service Quality, 22(3), 260–282.
  14. Garg, A. (2014). Mechanic clues vs. humanic clues: student 's perception towards service quality of fast food restaurants in Taylor's university campus. Procedia- Social and Behavioral Science, 144, 164-175.
  15. Johns, N., & Pine, R. (2002). Consumer behaviour in the food service industry: a review. International Journal of Hospitality Management, 21 (2), 119-134.
  16. Johnson, M.D., Gustafsson, A., Andreassen, T.W., Lervik, L., & Cha, J. (2001). The evolution and future of national customer satisfaction index models. Journal of Economic Psychology, 22 (2), 217-245.
  17. Moses, L.J., & Baldwin, D.A. (2005). What can the study of cognitive evelopment reveal about children’s ability to appreciate and cope with advertising?. Journal of Public Policy & Marketing, 24 (2), 186-201.
  18. Ozcelik, A.O., & Ucar, A. (2008). Gender differences in adult's knowledge about dietary fats, cholesterol, fiber and energy. Pakistan Journal of Nutrition, 7(2), 234–239.
  19. Paeratakul, S., Ferdinand, D.P., Champagne, C.M., Ryan, D.H., & Bray, G.A. (2003). Fast food consuption among US adult and children dietary and nutrient intake profile. Journal of the American Dietetic Association, 103(10), 1332–1338.
  20. Pechmann, C., Levine, L., Loughlin, S., & Leslie, F. (2005). Impulsive and self-conscious:adolescents’ vulnerability to advertising and promotion.. Journal of Public Policy & Marketing, 24 (2), 202-221.
  21. Powell, L., Slater, S., Mircheva, D., Bao, Y., & Chaloupka, F.J. (2007). Food store availability and neighborhood characteristics in the United States. Preventive Medicine, 44 (3), 189-195.
  22. Sahagun, M., Parraga, A.V. (2014). Can fast food consumers be loyal customers, if so how? Theory, method and findings. Journal of Retailing and Consumer Services, 21(2), 168-174.
  23. Seiders, K., & Petty, R.D. (2004). Obesity and the role of food marketing: a policy analysis of issues and remedies. Journal of Public Policy & Marketing, 23 (2), 153-169.
  24. Teisl, M.F., Levy, A.S., & Derby, B.M. (1999). The effects of education and information source on consumer awareness of diet-disease relationships. Journal of Public Policy& Marketing, 18 (2), 197-207.
  25. Woodruff, S.J., Hanning, R.M., & McGoldrick, K. (2010). The influence of physical and social contexts of eating on lunch-time food intake among southern Ontario, Canada, middle school students. Journal of School Health, 80 (9),. 421-428.

Files

History

  • Receive Date: 18 November 2015
  • Revise Date: 15 November 2024
  • Accept Date: 31 December 2020

Share

How to cite

Statistics