Consumer Behavior towards Fast Food Consumption: A case study in Kiribathgoda Area

Abstract

Fast food plays a significant role in people’s composite lifestyle these days. Fast foods are ready to eat food and an alternative for homemade food. This concept initiated in Western countries and gradually Asians including Sri Lankans intensively adopted it. There are Unfavourable attitudes towards consumption of fast food because continuous consumption of fast food can lead to health issues and obesity. Kiribathgoda is a newly urbanized city located near Colombo and it shows rapid economic development recently. There are a significant number of fast food outlets in this area. People in Kiribathgoda area are tending to have fast food due to westernization and their busy life style. The main aim of this study is to analyze consumer behaviour towards fast food consumption in Kiribathgoda area. In this research 150 samples were selected by using the simple random sampling method. Data was collected through pre tested questionnaire. The study reveals that 89.3% are consuming fast food and majority of them are women (49.3%). Youngsters (21.3%) are more interested in fast food. Majority of respondents (49%) go to fast food restaurants on special occasions. Majority of the people (51%) go to fast food outlets between 6-9 p.m. for brunch and 32% like to spend more than LKR500 for one meal. Majority of respondents (93%) don’t consider fast food as a basic need. The first word that comes to most people’s (44%) minds when think of the word "fast-food” is Unhealthy. Majority (72%) thinks that this trend will increase. Main reasons for consuming fast food are quickness (56.6%), taste, surroundings (50.3%) and convenience (58.6%). There is association with fast food consumption and having children. Gender has no relationship to fast food consumption.