Fast-food consumption among students in Universiti Malaysia Kelantan (Campus Kota) : A qualitative study

This study was conducted to examine the fast-food consumption among students in Universiti Malaysia Kelantan (Campus Kota). The increase in the popularity of fastfood restaurants is because Malaysia adapts and adopts western styles of food style. This demand for fast food is increasing because of convenience, cost, menu, flavour, and taste. Fast food is a sort of mass-produced cuisine intended for commercial resale, with a significant emphasis on "speed of service" over other culinary science-related criteria. It is common knowledge that excessive consumption of fast food is not recommended and can be harmful to oneself. The purpose of this research is to analyse fast-food consumption patterns, and the impact of fast-food consumption and to suggest recommendations on food consumption patterns among students in Universiti Malaysia Kelantan (Campus Kota). This study was conducted using qualitative research. The primary source of data is employed in the data collection method for this research. The data collection method used was an in-depth interview which is the researchers conducted interviews online with open-ended questions are asked to all interviewers through the Google Meet application. A total of 15 undergraduate students’ participants participated in this research. In this research, a non-probability sampling method will be used. At the same time, a purposive or judgemental sampling strategy was applied in this research. In this study, the data were analysed by thematic analysis. In the findings, the researchers list down 15 respondents’ answers for both themes and then find one respondent from both themes who answer the research questions which fulfil the research objectives with more information. Researchers chose respondent 10 for theme one and respondent 13 was chosen for theme two.Thus,this study will help other researchers in the future when they want to investigate fast-food consumption among students in Universiti Malaysia Kelantan(Campus Kota).