PROPOSAL Copy

CHAPTER 1: INTRODUCTION
1.1 Background of study
Food undoubtedly is necessity goods that cannot be separated with human lives. Maslow Hierarchy Theory’s pyramid stated that food is one of the basic needs of human being. According to World Health Organisation (2004), food can be referred as essential for healthy growth and development and has an important role to play in enhancing the quality of life, particularly in the prevention and management of many chronic conditions (Anna & Gallegos, 2014). In today’s world, people are eating out more often, but they increasingly put a premium on saving time and eating healthy in better eating environments. Euromonitor (2010a) state that many customers have turned to fast food as it is overall the cheapest option for eating out (Etemad-Sajadi & Rizzuto, 2013). This is the reason why Bisogni et. al (2005), Devine et. al (1998), Poulain (2002), Schubert (2008), Visser (1986) and Wills (2005 ) said that food and eating are part of everyday life. Hence respond to, and are challenged by, daily changes in individual, household, community, national and global environments. As time goes by, fast food industry in Malaysia has become a prominent consumer food service category in Malaysia because of the rising number of Malaysians that are experiencing highly time-constrained lifestyles with limited time for dining. According to Euromonitor International (2013), fast food also popular among young customer since it is more affordable as compared to foods and drinks offered by chained full-service restaurants, in particular. According to ‘Investment Analysis’ (2009), Malaysia fast food industry began in 1963, when A&W opened up its first outlet at Kuala Lumpur Batu Road which now known as Jalan Tunku Abdul Rahman which means that fast food restaurant already has began and know for many years in Malaysia. On top of all that, delivery services and drive-through facilities provided by most fast food outlets also drive sales of fast food

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