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Emotional Experience of Consumption of Fast Food—A Study of College Students in Sultanate of Oman

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Document pages: 15 pages

Abstract: In thepresent scenario, most of the peoples are consuming fast food items for thepurpose of solving the cooking hazards. These fast food items are consumed bydifferent age wise people like children, adults, young and old to eat the foodin a tasty manner. The Pew Research Center report shows that, there are 50million Americans who eat fast food daily. In the US, the value of food trade is about 198.9 billion US$. By the year 2020,this figure is anticipated to travel on the far side 223 billion. The advancedevelopment of fast food business has created different household brand names,such as McDonald’s, KFC and other similar brands. McDonald’s, Pizza Hutand KFC yield maximum revenue in the fast food business. Nowadays a varietyof fast food items is consumed by people. Fast food products are prominently sold in smallcoffee shops and other restaurants. The choice of selecting a fast food item isvery difficult for consumers. Thus, consumers take utmost care in selecting a fast foodproduct. In short, majority of the consumers focus on qualitative andinnovative fast food items. Consumers’ choices may be varied based on theirdemographic and psychological characteristics. Majority of the students alwaysuse fast food items in the morning, noon and evening to fulfill their needs. This paper shows thatthe consumer perspective and buying pattern of fast food products consumed bycollege students are emotional in their day to day life.

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