Factors Affecting on Consumer Buying Behaviour in Fast Food Market: Theory of Planned Behavior Model
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Date
2013
Journal Title
Journal ISSN
Volume Title
Publisher
Uva Wellassa University of Sri Lanka
Abstract
Fast food restaurants are becoming widespread all over the world, both in developed and
developing countries like Sri Lanka and there has been number of socio-economic and cultural
factors that influence the fast food consumption. Increasing fast food intake, especially among
younger generation has led to number of serious implications such as increased incidents of
obesity and non-commutable diseases. Ashakiran and Deepthi (2012) reported that there is a
trend of dramatic increase of the obesity and obesity associated serious health problems such as
type 2 diabetes, heart disease and certain cancers. Studying the fast food consumption behaviour
of the consumers is very important to have interventions in promoting healthy eating
behaviours. There are several comprehensive theories developed to study the consumer
behaviour and among those the Theory of Planned Behavior (TPB) is very popular model. The
TPB posits that a person's behavioural intention is based upon three antecedents attitude,
subjective norm, and perceived behavioural control (Azadbakht et al.,2013).Attitude signifies
the degree to which a person has a favourable or unfavourable evaluation of the behaviour in
question. The subjective norm summarizes the belief of other people concerning how the
individual should behave in the situation and perceived behavioural control summarizes the
factors, either internal or external that can help or hinder the performance of the behaviour.
Accordingly TPB model was adopted in this research to study the fast food consumption
behaviour of the consumers in three selected district of Sri Lanka.
Methodology
A Sample of 200 consumers who are in age between 15-40 years were recruited from 3 districts
Kurunegala, Kandy and Badulla. Primary data were collected in a consumer survey carried out
by interview with the aid of structured questionnaire. The questionnaire was developed based on
the Theory of Planned Behaviour (TPB) model (Figure 1) and it was pre-tested to check the
reliability. First part of the questionnaire was included questions to obtained information about
the demographic information of consumers. Second part of questionnaire was structured in such
way to collect the information pertaining to the construct of the TPB variables attitude,
perceived behavioural control, and subjective norm.
Description
Keywords
Agriculture, Export Agriculture, Food Science, Food Technology, Fast Food Market