The Factors That Influence Fast Food Consumption

Abstract

Advancement in science, technology and industry have been key drivers towards the change of human lifestyle especially food consumption habits. Fast foods have become increasingly popular in recent decades and have been a routine mostly in large urban areas. Therefore, this study aims to examine the determinants of fast food consumptions among third year students of Faculty of Hospitality, Tourism and Wellness (FHPK), UMK Kampus Kota. 180 of FHPK’s third year students have been randomly recruited to participate in this study with 60 students for each course respectively that will represent the whole population. Mann Whitney U Test was used to investigate the significant relationship between price, service quality and convenience towards fast food consumption. The results indicate that there is no significant relationship of all three factors. Our findings provide evidence on the high prevalence of fast food consumption among students, suggesting they just love the way it taste because the calibrated mix ingredients in fast food is hard to resist.