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Factors of increasing junk food consumption among youngsters

McDonalds, KFC, Pizza Hut etc. have personalized their selections to cater to local Pakistan likes and most overseas outlets are held by local franchisees to make sure that cultural, ethnic, and society prices are looked after. Furthermore, multinational fast-food chains aren't the only real or even the primary source of fast food in most places of Pakistan. Many local and regional chains are suffering from around the key cities of Pakistan (for example Khan Broast in Karachi) to compete with international chains and present menu items that appeal to the initial regional tastes and habit at comparatively low costs. The quick rate of which the fast food industry continues to add outlets is really as much a indication of consumer demand for convenience as it is a sign of demand for fast food itself. Increasing the amount of outlets increases convenience, thus rendering it more suitable for consumers to buy fast food.

According to the free dictionary (2003), fast food is an "affordable food, such as hamburgers and fried hen ready and served swiftly. In Data Monitor's (2005), junk food market was thought as the sale of foods and beverages for fast use either on the premises or in authorize eating areas or for utilization in another place. Regarding to Playground (2004), fast food is a regular kind of international business. It is different from other kind of food beyond your home in the sense that it is fast and simple to get ready, providing a common and reliable product.

Hanson (2002) mentioned that the current fast tempo of living has influenced people to look for a fast meal to fit into their small lunch hours. This has resulted in the enlargement of fast food industries. Matching to Recreation area (2004), eating out enables consumers to please their hunger, need for convenience, pleasure, entertainment, time overall economy, social relationship and the feeling of change. He went further to say that benefits are obtained from food and restaurant by consumers.

Goyal and Singh (2007) In India people like home cook food, a fundamental thought carried religiously as well as singularly. Due to extending perception, awareness, and leverage of american culture, there is a small move by the Indian family members in food use patterns. In Indian culture people think that eating junk food or eating away from home is expensive. In primarily it is gained acceptance from Indian youngsters and become an integral part of their life. Junk food can prepare very quickly, available at affordable price which is good choice of home prepared food.

Akbay, Tiryaki & Gul (2006) historically, junk food can be an important and progressively significant part of Turkish home food utilization expenditures. The change in consumer fast food utilization in turkey can be described by several factors such as increasing quantity of women will work, longer workdays, lowering home size, urbanization, growth in tourism, increasing educational level of consumers, increasing no of fast food restaurants and upsurge in per capita income. The young technology is inspired by the traditional western life-style, through watching tv advertisements they judgemental for junk food restaurants. Many Turkish young people become more westernized and feel greater convenience when they eat outdoors. Younger generation who are mainly university and school students from wealthy families prefer traditional western type of fast food such as Burger King and Mc Donald.

Cheol Park (2003) You will find contradictory viewpoints concerning if or not the international standardization of restaurant types of procedures is fit for Korea. Fast-food restaurants should evolve customer-oriented trading plans founded on culture-specific characteristics to withstand in fierce competition. Therefore, an improved understanding of Korean fast food restaurant behavior is vital in evolving productive trading strategies. However, consumer tendencies in attachment to junk food has obtained only limited attention or analysis inside the hospitality and food services investigations.

Attributes like quality of food offered, price, service, location, convenience, play a very important role in selection of restaurants. Nonetheless it varies in one outlet to some other shop and also in conditions of occasion (Auty 1992; Gregoire et al. 1995). Quality, cleanness and value will be the three main traits in collection of restaurants, while atmosphere and menu variety are relatively important features Pettijohn et al (1997). Food value and price emerge to be the main attributes in selection of restaurants Clark andWood (1998). Lewis (1981) considered five components important: food quality, list kind, cost, atmosphere and convenience but food quality is the most crucial factor which affect the client in selection fast food restaurants. Food type and quality are the most frequent variables and image, atmosphere and style are relatively important in choice between restaurants Auty (1992). Carey and Genevieve (1995) motivated the most important varying in restaurant selection is food quality, other factors were selection of food, price of food, quickness of service and atmosphere.

Customer's sociocultural track record are also influential in their dining-out habit such as behaviour, social principles, family influences, group influences, public class and ethnic record are also important in determining choice (Buttle 1986; Bareham 1995). The Asians valued esteem, unobtrusive helpfulness and personal sanitation the most, while the U. S. students preferred eyesight contact, personal service and product knowledge.

Statement of the situation:

Fast food industry is an extremely growing industry on the globe as well as in Pakistan. Usually, Pakistanis prefer to have home-cooked foods. But now there's a slight transfer in food intake patterns among urban Pakistani families. And for youngsters junk food is becoming an integral part of life. It has led the quick development of fast food industry. Segment of youngsters is very attractive for fast food restaurants. KFC, McDonalds, Pizza hut and other fast food restaurants should have a better knowledge of consumer consumption tendencies in relation to fast food, in order to develop customer focused marketing ways of endure in a competitive market.

Aims and objectives of research study:

To identify the factors affecting the choice of (Pakistani young ones) for fast food.

To research the consumption style towards junk food particularly with respect to the frequency of goes to and choice of fast food outlet stores.

Research question(s):

What will be the factors of increasing fast food consumption among young people?

What are the factors affecting the decision of fast food shops by young consumers?

Purpose of the Study/ project:

The purpose of this review is to know the factors that are influencing the decision of youngsters regarding fast food use. This research pays to for fast food restaurants like KFC, McDonalds, Pizza Hut among others and it help them to understand the consumer tendencies and consumer conception of Pakistani children, about fast food. It can help them to make strategies for keeping customers, attracting new customers and to survive in competition.


This research is useful for fast food restaurants like KFC, McDonalds, Pizza Hut and other people who wish to know the likes and dislikes of the consumers. For individuals who want to extend their market share by increasing their marketplace. For individuals who are focusing on young Pakistani segment.


This research will be focusing on Pakistani young people and their consumption patterns towards junk food, and then for MNC's like KFC, Mc Donald and Pizza Hut.


This study has some constraints; because of the shortage of time and resources the primary focus of this research is on college and college or university students of Karachi. Another restriction would be that the identified fast food providers will be KFC, Mc Donald and Pizza Hut.

Basic Assumptions:

The basic assumption is that the people with higher income and education spend more on junk food. Household with youthful member have a tendency to consume more fast food. We also assume that young females eat less junk food then male because of weight and health matter.

Definition of the main element Words:

Consumer Conception, Consumer Behavior, Fast food, Restaurants, Marketing Research

Consumer Perception:

Consumer Conception is the process where consumer attaining consciousness or knowledge of information.

Consumer Behavior:

Consumer behavior explains every one of the ways people may take action in their role as consumers.

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