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Consumer Attitudes Towards Fast Food

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CUSTOMER ATTITUDE
Customers are individuals with likes and dislikes. When the people in a particular group feel one way or another about a product, entity, service, person, place or thing, it is said to be a generally customer attitude that will affect the market of that person, product or entity in positive or negative ways. Marketers strive to affect consumers attitudes, and understanding the prevailing attitude is the 1st step to changing it if needed.
One of the main reasons for conducting the market research is to understand consumers attitudes and Preferences. Attitudes will change the behavior. In market, the desired behavior is to buy a product or service. Marketers need to know what attitude obstacles exist in buying so that they can …show more content…

. In the face of increasing childhood obesity, the purpose of this paper is to discover attitudinal and behavioral reasons following adolescents' suboptimal food choices.Design/methodology/approach – The hypotheses are tested by way of German survey data and moderated regression analysis. Findings – Young ages do not underestimate the negative effects of fast food. However, their decision making fails to include existing knowledge on spirited advantages and gives greater weight to consumer fulfillment compared with adults. Research limitations/implications – As this study uses subjective customers data from Germany, future research could validate the conclusions with objective behavioral data from different countries. Behavioral differences between young and adult customers result from differences in cognitive growth rather than social pressure. Practical implications – Of significance to fast food restaurant managers, the primary determinants of consumer attitudes and intentions be food quality, the public brand image, social recognition, and perceived competitive advantages. Satisfying young consumers is more vital than informing them regarding competitive advantages. By contrast, service quality and perceived value are less influential. Originality/value – As an original input, the paper compares adolescents' and adults' decision making concerning fast food restaurants and captures the frequently overlooked influences of the public brand image, social recognition, and perceived spirited advantages. Social implications – The outcome imply that fast food-related childhood obesity may be caused by lack of rationality quite than peer pressure or lack of

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