Proposed Research Title
Proposed Research Title: A critical evaluation of the consumer attitude towards fast foods – case study on McDonald - UK
1.1 INTRODUCTION TO THE STUDY
Referring to Solomon (2006, p.27), Consumer behaviour is a review of an individual or a group on how they go about with a product from the very beginning of selecting a product to disposal. The primary function of consumer behaviour is how one individual chooses to spend their resources wisely in order to meet their consumption. The study of consumer behaviour starts with four 'W's, which is; what, why, when and where they purchase it followed by how often they purchase and use it, how do they evaluate the product after using it, how does the evaluation impacts the consumer on future purchasing and how do they dispose the product(Schiffman and Kanuk (2004, p.8). According to Ajzen (1998) consumer behaviour is subjected to attitude. It has been said that attitudes are learned. Consumer attitude develops mostly from first-hand experience with the product or it could be from a third party like word of mouth or advertisement in public domain (Schiffman and Kanuk, 2004, p.253). In consumer behaviour context attitude is a learned predisposition to behave in a consistently favourable or unfavourable way with respect of a given object. The significance of attitude in consumer behaviour is that, it can drive the consumer towards the product and drive away from the product as well (Schiffman and Kanuk, 2004, p.253).
Fast food is food which is prepared and served at a fast-food restaurant or shop at low cost. Fast food is often processed and prepared in an industrial fashion (i.e., with standard ingredients and methodical cooking and production method). Fast food often offers fish and chip, sandwiches, hamburger, french fries, chicken nuggets, pizza, and ice cream. Junk food is a term used to describe food that is of little nutritional value and often high in fat, sugar, salt and calories.The term 'junk food' is not the
1.1 INTRODUCTION TO THE STUDY
Referring to Solomon (2006, p.27), Consumer behaviour is a review of an individual or a group on how they go about with a product from the very beginning of selecting a product to disposal. The primary function of consumer behaviour is how one individual chooses to spend their resources wisely in order to meet their consumption. The study of consumer behaviour starts with four 'W's, which is; what, why, when and where they purchase it followed by how often they purchase and use it, how do they evaluate the product after using it, how does the evaluation impacts the consumer on future purchasing and how do they dispose the product(Schiffman and Kanuk (2004, p.8). According to Ajzen (1998) consumer behaviour is subjected to attitude. It has been said that attitudes are learned. Consumer attitude develops mostly from first-hand experience with the product or it could be from a third party like word of mouth or advertisement in public domain (Schiffman and Kanuk, 2004, p.253). In consumer behaviour context attitude is a learned predisposition to behave in a consistently favourable or unfavourable way with respect of a given object. The significance of attitude in consumer behaviour is that, it can drive the consumer towards the product and drive away from the product as well (Schiffman and Kanuk, 2004, p.253).
Fast food is food which is prepared and served at a fast-food restaurant or shop at low cost. Fast food is often processed and prepared in an industrial fashion (i.e., with standard ingredients and methodical cooking and production method). Fast food often offers fish and chip, sandwiches, hamburger, french fries, chicken nuggets, pizza, and ice cream. Junk food is a term used to describe food that is of little nutritional value and often high in fat, sugar, salt and calories.The term 'junk food' is not the