Tuesday, 16 June 2015

FACTOR AFFECTING CONSUMER BEHAVIOR TOWARDS FAST FOOD


Mohd Azlan bin Omar Baki

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Introduction

Motivation is a theoretical construct used to explain behavior in giving a predisposition to behave in a certain way. It represents the reasons for people's actions, desires and needs. Motivation can also be defined as one's direction to behavior or what causes a person want to repeat a behavior and vice versa. Its a word that is part of the popular culture as few other psychological concepts are.

Nowadays, people are influenced and motivated by many things. Food and clothing are the major consumption goods for all individuals and communities. One is essential to sustain human life and other is required to maintain human dignity. The modern technology has entirely change the lifestyle and also living patterns of community life in every way. People concentrate more on effort saving and time saving than money. In this situation, ‘ready made’ are preferred over self-prepared solutions such as ready made garments, packed food, customized package etc are gaining more importance. In view of changing consumer choice for time saving and convenience, the food industry offered another choice to consumer in the form of fast food. In today's world, fast food is something that almost everyone, right from kids to the oldies, loves and talks about fast food. Fast food is the one of the world's fastest growing food types. Its defined as a wide variety of foods such as popular entrees like McDonald's, Burger King, Dominos, KFC and etc. Each of these has its own strengths and provide more options offered to consumers.




Why do consumer can be influenced?

In reality, individual nor community easily affected if its able to meet the needs and satisfaction. How does who we are impact what we buy and how we buy it? How do we decide on the food that we choose to eat? Often, our surroundings dictate many of these decisions. In fact, all consumer decisions are impacted to some degree by what's around us include of this two (2) factor with is Consumer Influences and Organizational Influences.

Consumer Influences :

  • Life Style
    Popularity of fast food and eating on the run has increased as our lifestyles have changed over the years. Has become a trend people now prefer to eat fast food suitable for leisure or for business purposes.
  • Peer Groups
    Peer pressure can influence food choices at restaurants especially fast food because of the interaction between peers more influence and also with same characteristics (contextual peer effects).
  • Feelings
    Fast food has become so popular all over the world. Obviously the fact that people enjoying eating it. Satisfaction can create confidence towards consumer.

There is a few things contained in these factors contribute to consumer decision towards fast food in terms of Opinions, Values, Personality, Attitudes and Knowledge by consumer.

Organizational Influences :

  • Brand
    For example McDonald’s, KFC, Dominosor an equivalent brand already known, popular and strong in the industry. It always in the minds of consumer.
  • Service
    Delivery services or drive-thru services as example among the advantages available at fast food compared to other in accordance with customer needs now without visiting to the restaurant, saving time, costs and energy.
  • Convenience
    The fast food restaurants have been known as a convenience and good store ambiance suite to all visitors with their extra facilities such as wifi and etc.
  • Quality
    Is a major cause consumers prefer to choose fast food compared to other worth with the money paid for the service tax imposed to customer.

There are more things that affect consumer to choose fast food apart from listed above for example effectiveness of Advertising, Promotions strategy, Product Availability, Word of Mouth, Loyalty Programs and etc.

 

Conclusion

As motivation, choosing fast-food restaurants appears to differ somewhat by age, sex, education, employment status and household size, tailored interventions could be considered. Additional individual differences such as personality, values and lifestyles affect consumer behavior for all circumstances. Each following differences affect every consumer actions with a view to achieving customer satisfaction, needs and desire in line with the action against of obtaining, consuming and disposing of product and services.

 

Refference:

1) Book : Consumer Behavior / Roger D. Blackwell

2) http://www.slideshare.net/Neha24g/consumer-behaviour-towards-consumption-of-fast-food



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