FACULTY HOTEL AND TOURISM MANAGEMENT BACHELOR OF SCIENCE (HONS)

FOODSERVICE (HM242)

HOSPITALITY RESEARCH METHOD (HTM606)

REPORT RESEARCH PROPOSAL FYP

GROUP MEMBERS MATRIC NUMBER GROUP

KHYIRIN KHALISAH BINTI MOHD NIZAM 2020964469 HM 242 6Ba

NOR SYAFIQA BINTI NASRAN 2020979055 HM 242 6Ba

NUR AMERAH NABIHAH BINTI MOHD NAZRI 2020971275 HM 242 6Ba

PREPARED FOR:

DR. MAISARAH BINTI ABD HAMID

SUBMISSION DATE:

17 FEBRUARY 2022
CHAPTER 1: INTRODUCTION

1.1 Introduction

In the scientific literature, there are various definitions of fast food. Some authors
define fast food as pre-packaged, quickly produced, and acceptable meals, while others
define it as food purchased from one of the largest fast-food franchises, such as
McDonald's. Food products purchased from restaurants with quick service and foods from
global fast-food chains were classed as fast food (Alkazemi & Shaban, 2019).
Modernization and the quick pace of life reduce the amount of time required to prepare
food, which has an impact on the fast food dining trend. Traditional foods have been
mostly supplanted by foods that are ready to eat, canned, and can be stored for an extended
period of time (Mukhopadhyay, et al., 2020). Consumption of these foods has peaked in
industrialized countries, but it is on the rise in developing countries around the world.
Despite mounting evidence of the harmful effects of these foods on the human body, the
consumption of the food is widespread among teenagers (Bohara, 2021).

1.2 Background of Study

As a result of improvements in science, technology, and industry, human lifestyles,

notably food consumption patterns, have changed. Many families, particularly in large
cities have become accustomed to consuming fast food (Saghaian, S., & Mohammadi, H.
2018). Fast food is a typical component of Western-style diets, and it is heavy in refined
grains, salt, and sugar, as well as being energy-dense, nutrient-poor, low in fiber and
micronutrients (Jaworowska et al., 2013, as cited in Li et al., 2020). With relative
importance of 59%, the price is said to be the most important factor that determines the
adolescent customer's decision to choose a fast-food restaurant. The youth want to
consume at a restaurant that is both affordable and sensible (Saxena & Taneja, 2020). Food
choices can be influenced by advertising and media, a lack of parental supervision, taste
preferences, self-discipline, time and convenience, and the physical surroundings,
including availability and accessibility, prices, and attractive menu options (Alkazemi &
Shaban, 2019). COVID-related stress is linked to an increase in food valuation. High and
moderate levels of stress were linked to an increased desire to order fast food. The effect
of stress on willingness to order fast food is consistent with earlier research showing that
stress causes appetite for energy-dense foods to increase (Smith et al., 2021). Since it is
easier for teens to order meals rather than buy all of the materials and cook themselves,
fast food restaurants and businesses are growing in popularity, particularly so that
teenagers can choose from a wider range of food supplied by more places (Hongsrimuang
et al., 2020).

1.3 Problem Statement

According to Saxena & Taneja (2020), people in their twenties are more likely to
frequent fast-food restaurants because they are less expensive and provide an environment
where they can relax and escape their daily pressures. When it comes to consuming fast
food, the tastiness, tastes, temperature at which it is served, and freshness of the
components all contribute to good food quality is important in influencing youth
consumption (Hongsrimuang et al., 2020). Teenagers are particularly receptive to food
advertising messages (especially for unhealthy foods), as a result of developmental
deficiencies and peer pressure (Truman & Elliot, 2019). A youth's decision is based on a
combination of elements that attract youth to a specific restaurant (Saxena & Taneja,
2020). Between 2015 and 2018, 36.3 percent of the youth aged 2–19 years consume fast
food on any given day. 11.1 percent of the youth consume less than 25% of their daily
calories from fast food, 13.8 percent consume 25%–45% of their daily calories from fast
food, and 11.4 percent consume more than 45 percent of their daily calories from fast food
(Fryar, et al., 2020). Fast food consumption climbs by 2.2 percent every year (Fast food
statistics, 2021).

Despite the fact that television has traditionally been the primary medium through
which food companies advertise to youth, evidence suggests that companies are shifting
their ad spending in favor of digital marketing, which employs a variety of promotional
techniques to reach and engage youth online, particularly on social networking platforms
(Kent, 2019). The usage of characters to encourage sales of fast food to youth is one
persistent approach adopted by the marketing industry. It is an effective tool (Fulkerson,
2018). To know more about the factors on fast food consumption among youth, the
researchers made further reviews based on previous studies. The objective of the study is
to identify the factors that influence youth to consume fast food and to review the
relationship between price, product quality, advertising, atmosphere, and youth fast food
consumption.
1.4 Research Objective

The objective of this research is as follow:

1. To identify the factors that influence youth to consume fast food.
2. To review the relationship between price, product quality,
advertising, and the atmosphere on youth fast food
consumption.

1.5 Research Questions

Two research topics have emerged in order to have a better understanding of

this study:
1. What are the factors that influence youth to consume fast food?
2. What is the relationship between price, product quality,
advertising, and the atmosphere on youth fast food
consumption?

1.6 Significance of Study

This study focuses on the factors influencing fast food consumption among youth.
Consumption of these foods has peaked in industrialised countries, but it is on the rise in
developing countries around the world. There are several significant aspects of this study.
First, we contribute to the practical. It is to understand the factors influencing fast food
consumption among youth and to guide practitioners and industries about effective fast
food marketing strategies to attract youth with the provided factors. Next, for the theory
part, we fill in the gap from the youth perspective. Then, to provide additional knowledge
to the existing body of knowledge on the factors influencing fast food consumption among
youth and to provide a better understanding to the researcher regarding the relationship
between price, product quality, atmosphere, advertising, and fast food consumption among
youth. Moreover, for policy contribution, we want to be able to improve regulations on fast
food and foodservice organizations (tighter regulation of fast-food advertising, especially to
youth), the strict policy that fast food need to follow by highlighting the need to display
nutrients of concern such as sugar and salt contents on the nutrition information panel and
setting the standard price for the fast-food organization.
CHAPTER 2: LITERATURE REVIEW

2.1 Introduction

In this chapter, each factor that influences fast food consumption among the youth
will be reviewed. The four-factor, price, product quality, atmosphere, and advertising were
categorized as variables for fast-food consumption among youth. As a result, every factor
and approach will be explained, along with examples, in order to provide a better
understanding of this research.

2.2 Factor that influences fast food consumption among the youth
2.2.1 Price

According to Cahyani & Irani, the "price variable" indicates that consumers get a
price based on the product's quality and benefits, which is reasonable based on their
purchasing power (2019). People in India, Pakistan, and Sri Lanka consume fast food for
various reasons, according to Saha et al. (2021). These include cost-effectiveness and
promotional offers. Furthermore, it has been discovered that price significantly influences
university students' decision to consume fast food, and that it is a significant component in
their decision to consume fast food (Akhter, 2017). Furthermore, according to Saxena and
Taneja's (2020) research, pricing is the most important element influencing a youth
customer's decision to choose a fast-food restaurant, with a relative relevance of 59 per
cent. However, Zhong and Moon (2020) discovered that reasonable pricing has a direct
and favourable impact on customers' opinions of a restaurant's quality. Price fairness has a
negligible impact on brand prestige, but it has a favourable and statistically significant
impact on word of mouth (Hanaysha & Pech, 2018). When direct testing is done, price still
substantially impacts customer loyalty. As a result, the local fast-food sector in Indonesia
must highlight price as an essential feature (Sunaryo, 2019). According to Dowarah et al.
(2020), money is the most influential element in students' decision to consume fast food.
There is a considerable correlation between the pricing of various fast food products and
the number of times customers visit fast-food restaurants. Price can impact fast-food
purchases, pushing people to buy and consume fast food (Ghoochani et al., 2018).
Consumer perception of low prices relative to others is a factor in their decision to buy
food at fast-food restaurants. Furthermore, the price of a meal in a fast-food restaurant is
comparable to the reputation gained (Sudiyarto et al., 2018). Price is also cited as a
significant issue in fast-food restaurant consumption (Blešić et al., 2018).
 2.2.2 Product quality

Food quality is the most significant impact on youth attitudes regarding drive-thru
fast food establishments (Hongsrimuang et al., 2020). Besides, Cahyani & Iriani (2019)
claimed that compared to other variables, product quality factor has the greatest influence
on consumer attitudes; hence the product quality variable is the most relevant. This result
is expected since the components of a product's creation have satisfied the wants and needs
of consumers. However, according to Sunaryo (2019), food quality does not significantly
affect customer satisfaction, thus demonstrating that food quality has little bearing on
whether or not a fast-food product would satisfy a customer (Sunaryo, 2019). In addition,
studies by Saxena and Taneja (2020) states that when it comes to picking a fast-food
restaurant, the food qualities have the least influence on the youth, with a relative
relevance of only 12 per cent. Restaurant managers should focus on expanding the variety
and quality of their dishes, according to Hanaysha and Pech (2018), by considering aspects
such as freshness, taste, and personal presentation. On top of that, when customers
perceive a high degree of food quality, they are more inclined to think of a restaurant as
distinguished. Based on Xiao et al. (2018) research, consumers are concerned if the food
is nutritionally and healthily beneficial. Food quality appears to have a significant
association with purchase intent among Malaysian Generation Y students. Aside from that,
it was investigated as a more effective and valid kind of client feedback in terms of
business ( Xiao et al., 2018).

2.2.3 Atmosphere
The atmosphere of a restaurant positively influences customer satisfaction and
revisit intention. Local food chains must devote more resources to improving customer
experiences in the "atmosphere" category if they are to thrive (Chun & NyamOchir, 2020).
Studies by Saxena and Taneja (2020) states that the second preference, with a relative
importance of 16 per cent, is from the atmosphere of the fast-food restaurants. Customers
today, particularly the youth, value the atmosphere over the quality of the cuisine because
they want to brighten their mood with their friends and family. Luxuriousness, comfort,
luxury, and music have a greater influence on them (Saxena & Taneja, 2020). Physical
environment quality plays a part in determining a teenager’s perception and behaviour
towards drive-thru fast-food restaurants (Hongsrimuang et al., 2020). The study identified
that cleanliness is an important factor associated with the fast-food choice by university
students (Akhter, 2017). A restaurant’s physical environment can affect customers’
emotions and purchase behaviour (Hanaysha & Pech, 2018). The comfort or interior
design of the room is why consumers decide to buy food at fast-food restaurants (Sudiyarto
et al., 2018). The most important choice factors identified were the cleanliness of the
restaurant, the kitchen, the service personnel, and the nearness and accessibility of the
university. In contrast, the least important factors were atmosphere and service (Blešić et
al., 2018). This type of loyalty is derived from the emotional connections between the
customer and the service providers. For example, in fast-food restaurants, the restaurants
managed to create a suitable atmosphere or ambience that matched the customer needs
(Shamsudin et al., 2020).

2.2.4 Advertising

Food, beverage, and snack companies are increasingly promoting their brands on
multiple social media platforms that are popular among adolescents and youth. Food
advertising on social media is common, and it employs interactive tools to engage
consumers (Bragg et al., 2019). Fast-food advertising compared to overall F&B
advertising near middle schools and hospitals was significantly greater than the same
proportion near high schools (Xie, 2020). According to Truman & Elliot, (2019), the
primary focus of the literature on youth food marketing remains television advertising: 40
percent of the research included is solely focused on television programming, while 66
percent of all studies involve television as a subject. Indeed, because it excludes the digital
world, the World Health Organization has identified regulatory reliance on broadcast
advertising as a fundamental barrier to executing policies on food marketing to youth. In
addition, the company's or marketer's marketing strategy has a significant impact on
consumer trust in fast food purchases (Sudiyarto et al., 2018). Content analysis results
revealed that one in four outdoor advertisements for food or beverage observations in
grocery stores and fast-food restaurants included point-of-purchase displays, posters, and
sales promotion tactics, most typically for low-nutrient foods (Nelson et al., 2020). The use
of characters to promote sales of fast food to youth is one consistent strategy employed by
the marketing industry (Fulkerson, 2018). The study found that food, beverage, and snack
companies are increasingly promoting their brands on multiple social media platforms that
are popular among adolescents and youth (Bragg et al., 2019). According to Sudiyarto et
al., (2018), the marketing strategy pursued by the company or marketer has a real effect on
consumer trust attitude in buying fast food. Based on the findings as well, the majority of
respondents agree that promotion influences them greatly when buying fast food (Mokhtar,
2020).

2.2.5 Fast-food consumption among youth

According to Chun & NyamOchir (2020), four elements (food quality, service
quality, price, and restaurant atmosphere) determine consumer satisfaction and revisit
intention. Besides, taste, time, money, cleanliness, and hygiene, according to Dowarah et
al. (2020), are the primary elements that have influenced students' preference for fast food.
In addition, the study by Akhter (2017) identified that convenience, the importance of
sanitary materials and services in university students' fast-food choices are crucial
variables. Meanwhile, according to Ghoochani et al. (2018), other studies have found that
convenience, quick purchase, palatability, food quality, taste, and flavour can influence fast
food purchase. In addition, cultural and social factors, price, speed, and menu selections
also encourage individuals to buy and consume fast food.

2.3 Conclusion

The main objective of the study is to identify the factors that influence youth to
consume fast food based on previous studies. In addition, the researchers’ hope for this
study is to fill in the gap from the youth perspective of fast food consumption, improve
regulations of fast-food organisations, and understand the factors influencing fast food
consumption among youth. Most customers, especially youths and college students,
consume fast food during their lunchtime and become accustomed to its flavour. Quitting
anything tasty, fast, trendy, and nutritious qualifies as food convenient. Factors including
price, product quality, atmosphere, and advertising are why youth consume more fast food
meals. They prefer these establishments because fast-food restaurants successfully adapt to
the requirements and expectations of youth. Fast-food restaurants meet these needs by
providing a low-cost yet good quality product, a pleasant ambiance, and effective
advertising based on their promotional strategy. This paper will help practitioners and
businesses better understand the factors that influence fast food consumption among youth
as well as guide practitioners and industries on effective fast-food marketing methods to
attract youth using the factors offered. This new understanding of a phenomenon can be
added to the body of knowledge on the factors that influence fast food consumption among
the youth. Future studies could conduct primary research to obtain more precise data or
look into peer or family attitudes that influence youth's fast-food consumption.
CHAPTER 3: RESEARCH METHODOLOGY

3.1 Introduction
In this chapter, the research methodology will be explained. The procedures or
strategies used to find, select, process, and analyze information about a topic is referred to
as research methodology. The methodology chapter of a research article allows the reader
to critically examine the study's overall validity and dependability. The data gathered for
this study will be thoroughly evaluated in order to obtain a basic notion and a broad
overview of the study. In addition, the research design, data collection method, and data
analysis will all be discussed in this chapter. Furthermore, the study aims to examine the
factors that influence youth's decision to consume at fast-food restaurants. Thus, it is
crucial to understand why most youths prefer fast food.

3.2 Research design

The framework of market research methods and procedures chosen by a researcher

is referred to as research design. The research methodology to be employed is a critical
decision to make throughout the research design process because it determines how the
relevant data for the analysis will be gathered. The design of the research used is
qualitative review. Meaning by that, the procedure of collecting and evaluating numerical
data is referred to as quantitative research. It's commonly used to look for patterns,
averages, predictions, and cause-and-effect correlations between the variables being
analyzed. Next, the argumentative research design was employed, where the researchers
used secondary data to analyze the findings from previous studies. The secondary data that
researchers retrieved to achieve the research objective is via secondary sources of past
articles from google scholar, emerald, science direct, and others.

3.3 Data Collection

Before researchers collect data from any sources, researchers are required to fill out
an exemption form as justification for the exemption of article review. Then the method
that researchers are using is secondary data. The secondary data method is the process of
analyzing data collected from another researcher who primarily collected this data for
another purpose. Researchers leverage secondary data to save time and resources that
would have been spent on primary data collection. Most of the journals and articles that
researchers collected are from the previous study using past articles from google scholar,
emerald, science direct, and others. There are a total of 30 relevant articles that were
referred to in our research paper.

3.4 Data Analysis

After obtaining all of the data required for the study, data analysis will be carried
out. The approach used by researchers to build and interpret data into a storey in order to
acquire insights is known as data analysis. The data analysis method aids in the reduction
of a large amount of data into smaller chunks. Content analysis is being used in this study.
Using content analysis, researchers were able to examine all of the data collected from
articles. Furthermore, researchers can measure and analyze the presence, meanings, and
correlations of words like fast food, price, product quality, and advertisement using this
type of analysis. In order to do so, researchers drew deductions and inferences from each
text.

3.5 Chapter Summary

This study will be conducted by using secondary data. Researchers managed to
collect 30 relevant articles from other previous studies to be used in our research proposal.
Researchers use secondary data to save time. Meanwhile, the qualitative review design is
used in research and the research design used was the argumentative research design.
Furthermore, this study used content analysis as a data analysis technique. As a result,
researchers were able to look over all of the information we had gathered from the journal
papers.
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