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Determinants of fast food consumption in Malaysia

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´╗┐Determinants of fast food consumption in Malaysia ________________ Research Background In recent years, the major food consumption trend in developing countries is that more consumers are eating increasingly more meals outside of their homes and most of the growth in away-from-home eating has been in the fast food sector. The interest shown at the national and international levels concerning the fast food is derived from the scarcity of time in a competitive and dynamic. According to Atkins and Bowler (2001), emphasis is increasingly being placed on quick meal solutions due to the busier consumer lifestyle and dual-working families with children. Consumers lead increasingly busy lives, meaning that the time available to cook meals is being squeezed between work and leisure commitments. Cooking for many has ceased to be a leisure activity and instead is a chore. Consequently, this has placed more emphasis on fast food items. Fast-food is a rapidly growing industry in the world as well as in Malaysia, especially in the urban areas. Moreover, the food diversity in Malaysia is an implicit characteristic of the diversified culture of the country amongst the different regions within the states. Traditionally, Malaysians like to have home-cooked meals. However, going along with the times and due to the increasing awareness and influence of the western culture, there is a great shift in food consumption patterns among urban Malaysian families. Hence, studying this issue in the Malaysian context will provide deeper insights to the fast food industries, and consumer and government policy makers. The fast-food industry is perceived to be an American creation, but the ?fish-n-chips? format has prevailed in the UK since the eighteenth century as an outlet where the working class could easily purchase inexpensive prepared food. In Malaysia, the American franchises have been dominating the fast-food and restaurant industry. It includes Kentucky Fried Chicken (KFC), McDonalds, A & W, Burger King, Subway, Starbucks, Dunkin Donuts, Pizza Hut, Domino Pizza, Kenny Rogers Roasters, Haagen Dazs, Swensons, Famous Amos, Auntie Anne?s and the Outback Steak House. ...read more.


Moreover, the growth of this sector has been contributed by the young adults who raise families and are likely to take their children to fast-food eateries, thus creating a new generation of fast-food lovers. What are the motives of a Malaysian Consumer in regard to fast food? 1) Due to increased literacy rate and widespread of media, customers are extra aware about the food products as well as the ingredients and promotion schemes given by different retailers. 2) Many customers want to eat those food products which are of foreign origin but with Malaysian ingredients (According to their customs and traditions). 3) Young generation is a big consumer of fast food these days. Young people want to take fast food from those retail outlets where they can eat those products with their friends and can also get the home delivery of the same, so to meet these requirements of young customers; retailers have to invest more in their retail outlets. 4) Rapidly changing tastes of customers due to increased marketing and advertising. Generally, restaurants cater to the numerous ethnic groups in Malaysia, each of which has distinct food habits. However, foreign mass media have had an impact on the food habits of the Malaysian consumers. They are shifting away from traditional Malay food served in restaurants, and are increasingly turning to hotels and restaurants that serve foreign foods. Restaurant chains are creating awareness about their service and brands. As a result, specialty and theme restaurants are opening more frequently than typical traditional Malaysia food restaurants. Specialty restaurants in Malaysia serve a focused menu of Chinese, Italian, Thai, or Mexican food. The fast food industry, after a slow start, has registered prolific growth in recent years. Most U.S. fast food chains - McDonald's, KFC, Domino's Pizza, Pizza Hut, Pizza land - along with local chains such as Nirulas and Pizza Inn are doing a good business in major urban areas and are now spreading to smaller cities. What factors influence fast food consumption in Malaysia? ...read more.


In turn, these factors contribute to the higher demand of fast-food among university students in Malaysia. Consequently, the demand of fast food has enhanced the Malaysian food industry. Questionnaire 1. Occupation: ______________ 2. Age: 1. 18-25 years 2. 25-32 years 3. 32-39 years 4. 39-46 years 5. 46 and above 3. s*x: a. Male b. Female 4. Ethnic composition: 1. Malay 2. Chinese 3. Indian 4. Other 5. What is your living situation? 1. Hostel 2. Living with family 3. Living with friends 6. Do you go for fast food frequently? Yes No 7. How many times in week you eat fast food? 1. Once 2. Twice 3. Thrice 4. More than thrice 8. What factors you consider most while purchasing fast food? 1. Quality 2. Price 3. Quantity 4. Packaging 9. Which fast food you prefer more? 1. Home Made 2. Branded 10. At what time you mostly take fast food? 1. At the time of Breakfast 2. As a substitute to your 3. At the time of Lunch 4. regular meal 5. At the time of Dinner 6. Any other Time 7. If yes, when__________________________. 11. By which preference you go or consume fast food? 1. For change 2. For having spicy food 3. For taste 4. Cheep 5. Quality 6. Freshness 7. Food safety 8. ?Halal? states 9. Health reason 10. Advertising 11. Brand 12. What type of fast-food you would prefer to purchase: 1. Fries 2. Roasted chicken 3. Pastas 4. Fish burgers 5. Buns and breads 6. Instant noodles 7. Pizza?s 8. Burger?s 9. Fried chicken 13. What brand of fast-food you prefer: 1. Mee Sedap 2. Burger King 3. A & W 4. Domino Pizza 5. Maggie Mee 6. McDonald?s 7. KFC 14. What made you to adopt fast food as a habit? 1. Friends Company 2. Travelling job / nature 3. Non availability of food 15. How much is your income per month? 1. RM200 - 300 2. RM300 -400 3. RM500 ? 600 4. RM600 ? 700 5. More than Rm 800 , please state ?????? . ...read more.

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