Consumer Acceptability of Fast Food Outlets in and around the University of West Indies St. Augustine Campus

Food Product DevelopmentHUEC 3004

Crystal LangeVishwattee BhimirajAmit MaharajMarziya OwenKern Rocke

Group Members

At many Universities around the world, fast-food outlets and surrounding eating hot spots are directly responsible for students’ buying a considerable amount of food on and off campus due to the introduction of new and different foods to capitalize on economic profits and not looking at the long term nutritional benefits for the student.

Research has shown that there has been an increase in the demand for ready to eat foods due to the changes in the socio-demographic characteristics and consumer lifestyles

Background

This study aims to determine the factors which influence various purchasing behaviours of students of the University of the West Indies, St. Augustine Campus. The findings of this study will provide the essential information needed on how the University can communicate with the student population in adopting healthier lifestyles.

Background

1. To determine what influences eating habits of students in the various facilities in the University of the West Indies, St Augustine campus.

 2. To investigate which fast food outlet has the greatest customer base and

to determine the factors which are responsible for a superior customer base than other fast food outlets.

 3. To determine the factors affecting the fast food choices of the student

population. 4. To assess the buying behaviour of university students at fast food outlets. 5. To evaluate the students acceptability to fast food outlets.

Objectives

Study Settings

The Universal Sampling Method was used on 140 students from the University of the West Indies.

Students were asked to participate in the study as a volunteer and, the reason  the study was  being conducted was explained to them.

A 15 question questionnaire was then given to each of the volunteers to be completed.

Methodology

Study Instruments To conduct this study, self-administered questionnaires were administered

and consisted of the following categories:  

1) Demographic Data

2) Eating habits and types of meals consumes

3) Consumer perception/acceptability of the meals available on campus  

Methodology

Statistical Analysis

The statistical package for Social Sciences (SPSS) version 12 was used to analyze the data gathered in the study.

Data Analysis was performed using ANOVA and the Pearson’s Chi-Squared Test

 

Methodology

RESULTS

43%

57%

Sex

MaleFemale

28%

23%

22%

16%

4%4% 3%

Which Faculty are you from?

Food and AgricultureEngineeringMedical SciencesScience and TechnologySocial SciencesHumanitiesOpen Campus

15%

60%

2%

22%

How would you rate your acceptance if the campus starts to offer more nutritious food?

Little AcceptanceIncrease AcceptanceNo AcceptanceNeutral

44%

14%

22%

19%

How Much More Are You Willing To pay for vegetables ?

$5$0$10$1

p= 0.046

12%

22%

21%

9%

36%

Where do you purchase your food?

On CampusOff CampusBoth Off and On CampusNot at allNo Response

64%

34%

1%

Do you think that UWI needs a new mix of food being sold on campus?

YesNoNo Response

p= 0.03

Taste

Healthy

Price

Convience

Other

Taste, Healthy, Price and Convience

Taste, Price and Convience

Taste and Health

Taste and Convience

Taste and Price

Taste, Price, Convience and Other

No Response

0 2 4 6 8 10 12 14 16 18 20 22 24

17

18

1014

59 17

8 20

8

6

6

Frequency

What do you like about the food outlets you eat from frequently?

86%

14%

1%

Is food safety a concern for you when purchasing food from ethnic and fast food resturants?

YesNoNo Response

Price of the items on the menu

Location of the Fast Food Outlet

Taste of the Food

My friends purchase from the same establishment

Other

Location of the Fast Food Outlet and Taste of the Food

Taste of the Food and My friends purchase from the same establishment

Price, Location and Taste

Price, Taste and Other

Price, Taste, Location and My friends purchase from the same establishment

Price and Location

All

No response

0 5 10 15 20 25 30 35 40 45

13

12

6

1

12

2

1

42

3

20

15

9

1

Frequency

Which of the following factors influences your food choice at fast food restaurants?

52%44%

4%

Are you satisfied with the services offered at fast food outlets?

YesNoNo Response

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  Brevard, Patricia B., and Ricketts, Crystal D. 1998. “College Students

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References

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References

Patrick, Heather, PhD, and Theresa ,A. Nicklas, DrPH. “A Review of Family and Social Determinants of Children’s Eating Patterns and Diet Quality.” Children’s Nutrition Research Center, Department of Pediatrics, Baylor College of Medicine, Houston, Texas.

  Schröder, Monika J.A., and Morven G. McEachern. 2005 "Fast foods and ethical consumer

value: a focus on McDonald's and KFC", British Food Journal, Vol. 107 (4): 212 – 224.

  Roddy, Christopher. 2010. “Healthy College.” Accessed October 15, 2012.

http://homecooking.about.com/od/foodhealthinformation/a/collegefood.htm.

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food consumption and living arrangements among university in four European countries- A cross-sectional study.” Nutrition Journal. Vol 11:28.

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2012.http://www.wordiq.com/definition/nutrition.

References

QUESTIONS?