Obesity Concerns: an investigation into consumer behaviour and food consumption habits - Dissertation Example

Obesity is a growing concern in most nations all over the world. Consumption of convenience food has become a global trend influenced by changing lifestyles. Fast food has gone global and is responsible for obesity in most countries. Extensive literature review was conducted on various issues such as the characteristics of the fast food outlets, consumer characteristics, on consumer behaviour and on the attitude of the restaurateurs. Primary data was collected through qualitative interviews. The study was limited to ten participants between 21 and 34 years of age who were interviewed by the research.

The study concludes that consumers intentionally do not make healthy food choice decisions because they are not rational decision-makers. They are lured by hedonic pleasure and seek immediate satisfaction. Food decisions are to a large extent determined by social and cultural structures. Since the purpose is hedonic pleasure, they even over-indulge in eating and leave the health concerns aside. Energy-dense fast food and similar food menus coupled with sedentary lifestyle can be linked to obesity.

The study has recommended other areas of research on the subject. Limitations of the study have been provided. Obesity is a growing concern in most nations all over the world. During childhood and adolescence the food consumption habits coupled with sedentary lifestyle appear to be the prime reasons for obesity and overweight. Consumption of convenience food has become a global trend influenced by changing lifestyles. Fast food has gone global and one of the consequences of consumption of fat-laden food is obesity in most countries (Bryant and Dundes, 2008). . 34 Chapter IV: Findings and Discussion 36 Chapter V: Conclusion and Recommendations 5.

1 Conclusion 48 5.2 Recommendations 50 5.3 Reflective learning 50 5.4 Limitations 51 References 52 Chapter I Introduction 1.1 Background Obesity is a growing concern in most nations all over the world. During childhood and adolescence the food consumption habits coupled with sedentary lifestyle appear to be the prime reasons for obesity and overweight. Consumption of convenience food has become a global trend influenced by changing lifestyles. Fast food has gone global and one of the consequences of consumption of fat-laden food is obesity in most countries (Bryant and Dundes, 2008).

Taste is known to influence eating choices but convenience has also grown to be an important factor with changes in lifestyle. McDonaldization has led to the triumph of efficiency, convenience and immediate gratification over other social values (Bryant & Dundes, 2008). Consumer lifestyle has changed dramatically over the years and this has impacted their food consumption habits. Not much of literature is available on the attitude towards price and health of the consumers who have preference for fast food When consumers focus on price and convenience they derive utilitarian value of eating out.

When they derive utilitarian value it becomes the responsibility of the restaurant owners to offer healthy food options. However it is assumed that the restaurant sector is unable to recognize and respond to the changing customer behavior in relation to health food. Fast food has been defined as food that follows a standardized production process and has limited food menu on offer (Akbay, et. al, 2007). Fast food restaurants are those where consumers can order, purchase and receive food in less than ten minutes