TITLE:
Emotional Experience of Consumption of Fast Food—A Study of College Students in Sultanate of Oman
AUTHORS:
T. Kalakumari, Saed Adnan Mustafa, Randolf Von Narbay Salindo
KEYWORDS:
Consumer Behaviour, Emotional Experience, Fast Food, Influential Factors
JOURNAL NAME:
Open Journal of Business and Management,
Vol.8 No.2,
February
4,
2020
ABSTRACT: In the
present scenario, most of the peoples are consuming fast food items for the
purpose of solving the cooking hazards. These fast food items are consumed by
different age wise people like children, adults, young and old to eat the food
in a tasty manner. The Pew Research Center report shows that, there are 50
million Americans who eat fast food daily. In the US, the value of food trade is about 198.9 billion US$. By the year 2020,
this figure is anticipated to travel on the far side 223 billion. The advance
development of fast food business has created different household brand names,
such as McDonald’s, KFC and other similar brands. McDonald’s, Pizza Hut
and KFC yield maximum revenue in the fast food business. Nowadays a variety
of fast food items is consumed by people. Fast food products are prominently sold in small
coffee shops and other restaurants. The choice of selecting a fast food item is
very difficult for consumers. Thus, consumers take utmost care in selecting a fast food
product. In short, majority of the consumers focus on qualitative and
innovative fast food items. Consumers’ choices may be varied based on their
demographic and psychological characteristics. Majority of the students always
use fast food items in the morning, noon and evening to fulfill their needs. This paper shows that
the consumer perspective and buying pattern of fast food products consumed by
college students are emotional in their day to day life.