Fast food consumption among visitors of shopping complexes at Kota Kinabalu

Tan, Sing Ee (2005) Fast food consumption among visitors of shopping complexes at Kota Kinabalu. Universiti Malaysia Sabah. (Unpublished)


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This survey was conducted mainly to investigate fast food consumption among visitors of shopping complexes at Kota Kinabalu, factors that influence their fast food intake, and to examine the frequency of fast food consumption in relation to body mass index and waist circumference. The survey involved 500 respondents, and was carried out through questionnaires. Data collected were analyzed using Statistical Package for Social Science (SPSS) version 11. 0. Respondents were categorized into three age groups; aged 10-19, 20-39 and 40-59. There were more female respondents (52.8%) than male respondents (47.2%). Frequency of fast food restaurant visits was categorized into five categories. Analysis revealed that majority of the respondents (30.4%) reported they seldom visited fast food restaurants, only 4.0% of the total respondents frequented fast food places 2-3 times a week. Most respondents (52.4%) like fast food, and level of acceptance towards fast food decreased significantly with age (p = 0.000). Teenagers (aged 10-19) and young adults (aged 20- 39) showed greater acceptance towards fast food, and at the same time, consumed fast food more frequently compared to middle-aged adults. Convenience was reported as the main reason of eating at fast food restaurants (79.6%). The most popular fast food outlet was Kentucky Fried Chicken (63.4%). This is probably because KFC offered menus that suit most consumers' taste and is suitable for all races. Fried chicken expectedly topped the list of favourite fast food items (61.6%). Most of the respondents (77.2%) were not satisfied with the price offered by the fast food restaurants. Taste of foods was the most emphasized criterion while portion size of fast food was ranked as the least important criterion. Advertisements (p =0.037), value promotion (p = 0.016) and friends (p = 0.023) were factors identified to have significantly influenced frequency of fast food consumption. Out of the total number of respondents who have kids, majority of them (85.0%) admitted that their kids influenced their fast food consumption. Frequency of fast food consumption and an increase in body mass index and waist circumference were not significantly related. Although some factors do influence fast food intake, the present trend of fast food intake showed that fast food consumption in Kota Kinabalu is still minimal.

Item Type: Academic Exercise
Keyword: fast food, visitor, shopping complex, frequency, consumption, influence
Subjects: T Technology > TX Home economics > TX1-1110 Home economics > TX341-641 Nutrition. Foods and food supply
Department: SCHOOL > School of Food Science and Nutrition
Date Deposited: 07 Jun 2013 13:53
Last Modified: 16 Oct 2017 14:22

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