Young people 's attitude to health (young people who eat McDonald's Essay

Young masses s attitude to wellness (young populate who swallow up McDonalds more than once a week do not c atomic number 18 about their health) - Essay Examplenalds more than once a week. The investigator has used two separate hypothesis regarding health awareness and hedonic measure out drivers of eating in speedy food restaurants in order to develop research problems. As research methodology, the researcher has used triangulation approach in order to address the research problem in robust manner. come together ended questionnaire and open ended interview were used in order to collect the data. On the rear of data analysis, influence of hedonic value drivers on fast food consumption of young masses has been place but the study has failed to find any signifi keepce of the primary hypothesis Young people who eat McDonalds more than once a week do not care about their health. It is not the fact that the research paper has only the academic value of fulf trialing gap in the lit but the research findings will also have commercial value such as, findings of the research can be used by fast-food marketers to decide their marketing strategy. Chapter 1 Research Background In the ending couple of years, fast food industry has witnessed phenomenal growth in terms of both value and volume across different countries. Ali, Kapoor and Moorthy (2010) found that demand for fast food among customers have increased out-of-pocket to three reasons, 1- convenience for customers to consume fast food in quick succession in credit line to waiting in long queue to dine out in traditional restaurants, 2- fast foods are grim cost food offerings which can satisfy the hunger of consumer without costing them huge chunk of gold in contrast to dining in posh restaurants and 3- while consuming fast food, consumers often attract through health- coddlence antinomy which helps them to establish trade-off between immediate gratification and prophylactic reward. According to Ali, Kapoor and Moorthy (2010), children, adolescents, young people and working professional are the prime target market for fast-food marketers wish McDonald, Kentucky Fried Chicken (KFC), pizza pie Huts, Dominos, US Pizza etc. Anand (2011) and Ali, Kapoor and Moorthy (2010) identified reasons why fast-food marketers target young people and the identified reasons can be summarized as, 1- income of young people is low as compared to adults, therefore they show the preference for low cost fast-food items in contrast to high end food items, 2- young people prefer to eat out in fast food joints with friends due to convenience, 3- health consciousness among young people regarding the ill effects of fast foods is less as compared to young people and 4- young people prefer to indulge themselves in fast-food experience in order to satisfy hedonic value. Now the question is whether eating fast-food offered fast-food marketers like McDonald, Kentucky Fried Chicken (KFC), Pizza Huts, Dominos, US Pizza has only benefits or there is posture of dark side of the story? The answer is yes and health related issues regarding fast-food consumption among people are primal theme of the research paper. Consideration of the research works of Ritzer (2001) and Williams (2006) reveals the fact that periodic and frequent consumption fast food can lead to multiple health problems such as obesity, diabetes, cardiovascular disease and level(p) cancers. Ali, Kapoor and Moorthy (2010) found a direct link between growing obesity among young people