Fast food consumption behaviour among young adult generation in Malaysia

• Main Author: Eliezer, Yoel
• Format: Project Paper Report
• Language: English
• Published: 2018
• Online Access: http://psasir.upm.edu.my/id/eprint/89809/1/FP%202018%2054%20IR.pdf; http://psasir.upm.edu.my/id/eprint/89809/
• Institution: Universiti Putra Malaysia

Fast food is solitary kind of cuisine that capable to make in short time and retail to customer in affordable price. This kind of food was launch at western countries and starts at Asian by latest decade. Nowadays the number of young adult generation was increased and become the major of largest age group that may affect the others by technology and social life. Therefore, this research is conducted to study fast food consumption behaviour among young adult generation in Malaysia. This research is rather important because we can know what are the factors that influence Malaysia young adult generation fast food consumption behaviour, the association between independent variables product attribute, social influence, health conscious and promotion attractiveness with dependent variable-fast food consumption behaviour. Theoretically, the independent variable will be affected by the dependent variables. This study report chapter 1 which is about the introduction, problem statement and objectives of study ; afterwards followed by chapter 2 which is about literature review regarding the previous researchers concepts with also point of view associated to this study; chapter 3-methodology about research procedure and analysis of data which include the sampling method for this research ; chapter 4 will be the research result and interpretation of result and lastly; chapter 5 is about the recommendation plus conclusion. In this study, those respondent’s statistics were keyed into the Statistical Package for Social Sciences (SPSS) software to run the analysis and interpretation purpose.