Consumer's behaviour towards fast food consumption in modern times

Abstract

Dissertations' aims have been comprised of fast-food consumer behaviors' of Greek people in modern times. In addition to, it has been conducted certain analysis relating fast-food consumption in the main, and Greeks' personal and external factors that influence purchasing decisions and one's fast-food categories preferences. As a further matter, it has been elaborated on consumers' awareness level of the inconsistencies occurring within food-industry such as "fast-farming'. Intense marketing as well as possible un-ethical practices when fast-food industry targets children; and publics' general willingness to change their habits to retrain certain anomalies, protect their health and feed compassion towards animals, as living being they are. Of the main findings from the data analysis out of this research has been that Mood it's of the main indicators that influence the purchasing behavior, along with economic factors such as price coming as second most important. A detailed analysis has been conducted upon the fast-food categories that Greeks prefer consuming the most. Potentially as expected the most favourite and consumed fast-food category has been gyros/souvlakis signifying that Greeks prefer to consume their Mediterranean oriented street-food as gyros & souvlakis are, upon any other category; opposing the idea that Greeks' Mediterranean diet is being replaced with some Westernized food categories as burger is, where the results has shown that these respondents have rated burger as the second least consumed. The main findings of this study have been the factors influencing the purchase decisions; thereby the most important has been identified to be the "taste" thus "quantity" in the other hand, has been the least important. The results from the open questions has identified that most of the participants are against fast-farming encouraging a meat-free diet or any other way of producing animal product & farming/raising animals.