Digital Special Collection Portal

Factors affecting fast food consumption among Universiti Malaysia Kelantan (UMK) students.


Citation

Nur Aisyah Ruslee@Ahmad Azam. (2017) Factors affecting fast food consumption among Universiti Malaysia Kelantan (UMK) students. Masters thesis, Universiti Malaysia Kelantan.

Abstract

Fast food industry is growing at a rapid pace. People opt for fast food as it is convenience and easy. However, over consumption of fast food can lead to health problems including obesity. Obesity rate is also rocketing high leaving worries on government and health ministry. Hence, this paper will study on the factors affecting fast food consumption among UMK students. There are many factors contributing to the fast food consumption.

This thesis tries to validate the extended Theory of Planned Behaviour (TPB) model on the data derived from the students of University Malaysia Kelantan. Malaysian consumers are exposed to variety of fast food in the market and the presence of health problems due to the consumption of fast food has become a subject of interest. However, there are some fast food restaurants serve healthy version of fast food. Therefore, there is essential to conduct a survey regarding the behaviour of the students as the intention level is one of main criteria which determine the students whether they want to consume fast food. Based on TPB, the intention to accomplish a behaviour seems to be based on the personal attitudes and perceived social norms. Hence, the attitudes are then influenced by the beliefs on a behaviour’s outcome. In the context of consuming fast food, the consumer intention will be influenced on how their attitude, subjective norm and perceived behaviour control.

A simple random sampling technique was adopted in selecting 200 students in UMK. In this study, three methods of analysis which are descriptive analysis, reliability analysis, and correlation analysis is utilized in order to accomplish the purposes of the study. The findings indicate that the intention levels of the students toward fast food consumption are based on the attitude, subjective norm and perceived behaviour control. In general, most of the students consume fast food due to social pressure.

Download File / URL

[thumbnail of Nur Aisyah binti Ruslee.pdf] Text
Nur Aisyah binti Ruslee.pdf - Submitted Version
Restricted to Registered users only

Download (1MB)

Additional Metadata

Item Type: MBA/DBA Final Project Report
Collection Type: Thesis
Date: 2017
Number of Pages: 42
Supervisor: Dr. Zul Ariff Abdul Latiff
Programme: Master of Business Administration
Institution: Universiti Malaysia Kelantan
Faculty/Centre/Office: Malaysian Graduate School of Entrepreneurship and Business
URI: http://discol.umk.edu.my/id/eprint/10677
Statistic Details: View Download Statistic

Edit Record (Admin Only)

View Item View Item

The Office of Library and Knowledge Management, Universiti Malaysia Kelantan, 16300 Bachok, Kelantan.
Digital Special Collection (UMK Repository) supports OAI 2.0 with a base URL of http://discol.umk.edu.my/cgi/oai2