Abstract: Maintaining a nutritious diet throughout one's life can help prevent malnutrition and various NCDs. However, eating patterns have shifted due to increased manufacturing of processed foods, urbanisation, and shifting lifestyles. A study involving KES Shroff college students in the Commerce stream aimed to evaluate the consumption pattern of fast food and its perceptions among the target undergraduate population. The research aimed to identify the demographic profile of college students, determine if brands have any relation to the age of college students, and understand the reasons for food preference behaviour. The study surveyed 212 college-aged young adults, with the majority being women. The majority of students reported a positive attitude towards fast food, with 71% reporting a positive attitude. Most students consume fast food at least once every other day, with the majority eating it three to four times per week. Branding meals in fast food is considered significant by 83% of students. Price is a factor in purchasing decisions, with 90% of students stating that it is a factor. Emotional factors such as sadness, happiness, anger, and tension also influence fast food consumption. The study found no correlation between age and brand loyalty, price to pay, nutrition, or age and disease due to fast food consumption. Taste is the most important reason for consuming fast food, followed by friendliness, company, and the variety of fast food options. The study's findings suggest that fast food consumption is influenced by personal preference and available funds rather than demographic factors like age or gender.
Keywords: Nutritious diet, fast food, college students, KES Shroff College, Convenience.
Title: Fast food consumption pattern amongst Commerce undergraduates at KES Shroff College in Kandivali
Author: DR. VANITHA ESAIMANI
International Journal of Social Science and Humanities Research
ISSN 2348-3156 (Print), ISSN 2348-3164 (online)
Vol. 11, Issue 3, July 2023 - September 2023
Page No: 66-73
Research Publish Journals
Website: www.researchpublish.com
Published Date: 03-August-2023
