Young people 's attitude to health (young people who eat McDonald's Essay

Young people 's attitude to health (young people who eat McDonald's more than once a week do not care about their health) - Essay Example nald's more than once a week. The researcher has used two separate hypothesis regarding health awareness and hedonic value drivers of eating in fast food restaurants in order to develop research problems. As research methodology, the researcher has used triangulation approach in order to address the research problem in robust manner. Close ended questionnaire and open ended interview were used in order to collect the data. On the basis of data analysis, influence of hedonic value drivers on fast food consumption of young people has been identified but the study has failed to find any significance of the primary hypothesis: â€Å"Young people who eat McDonald's more than once a week do not care about their health†. It is not the fact that the research paper has only the academic value of fulfilling gap in the literature but the research findings will also have commercial value such as, findings of the research can be used by fast-food marketers to decide their marketing strateg y. Chapter 1: Research Background In the last couple of years, fast food industry has witnessed phenomenal growth in terms of both value and volume across different countries. Ali, Kapoor and Moorthy (2010) found that demand for fast food among customers have increased due to three reasons, 1- convenience for customers to consume fast food in quick succession in contrast to waiting in long queue to dine out in traditional restaurants, 2- fast foods are low cost food offerings which can satisfy the hunger of consumer without costing them huge chunk of money in contrast to dining in posh restaurants and 3- while consuming fast food, consumers often pass through health-indulgence antinomy which helps them to establish trade-off between immediate gratification and prophylactic reward. According to Ali, Kapoor and Moorthy (2010), children, adolescents, young people and working professional are the prime target market for fast-food marketers like McDonald, Kentucky Fried Chicken (KFC), Pi zza Huts, Domino’s, US Pizza etc. Anand (2011) and Ali, Kapoor and Moorthy (2010) identified reasons why fast-food marketers target young people and the identified reasons can be summarized as, 1- income of young people is low as compared to adults, therefore they show the preference for low cost fast-food items in contrast to high end food items, 2- young people prefer to eat out in fast food joints with friends due to convenience, 3- health consciousness among young people regarding the ill effects of fast foods is less as compared to young people and 4- young people prefer to indulge themselves in fast-food experience in order to satisfy hedonic value. Now the question is whether eating fast-food offered fast-food marketers like McDonald, Kentucky Fried Chicken (KFC), Pizza Huts, Domino’s, US Pizza has only benefits or there is presence of dark side of the story? The answer is yes and health related issues regarding fast-food consumption among people are central the me of the research paper. Consideration of the research works of Ritzer (2001) and Williams (2006) reveals the fact that periodic and frequent consumption fast food can lead to multiple health problems such as obesity, diabetes, cardiovascular disease and even cancers. Ali, Kapoor and Moorthy (2010) found a direct link between growing obesity among young people