Fast Food

1.0     INTRODUCTION

1.1 Definition of fast food

Fast food can be defined as any food that can be served or prepared in a “quickly” time. Some of Fast food restaurants provided a walk up counter which allow consumer to order and a very convenience drive-thru window which allow consumer to order and pick up the food without having a long queue or moving out of the car. Fast food as known of which serving foods that taste good and also cheap, to maintaining the cheaper food, fast food restaurant decided to made food with the cheaper ingredients such as refined grains, added sugar and fats and high fat meat instead of the high cost nutritious such as whole grains, lean meats and vegetables. The First Fast Food restaurant is called A&W as known as the restaurant which provide root beer and burger. A&W first appearance in US at 1919, at that time called fast food due to the preparation time and served was very fast and the term fast food was recognized in the dictionary in 1951. People on that time consider fast food is the food that sold in a store or restaurant with precooked or preheated ingredients, those food like burger and hotdog are made by the spoiled meat and also provided take-out or take away service. In 1963, The first Fast Food restaurant A&W was brought into Malaysia by Mr and Mrs Lie Boff and also places the first Fast Food restaurant in Jalan Tuanku Abdul Rahman and then following by KFC, Texas and so on which the fast food was appear in Malaysia. People nowadays are more likely to consume fast food especially young people, even though fast food bring a lot of negative impact to the health problem.  According to staff reporter of Mail & Guardian, Malaysia is one of the Country which are the biggest consumers of fast food which has compare to other country such as US and Europeans. 59 percent of Malaysian eating fast food once a week and 9 percent of Malaysian admit that even eat every day. (Mail & Guardian 2004) People with this big number will cause Malaysian healthy rate become worst and worst. This study undertakes to investigate the factors influences consumers perception towards fast food consumption as most of the people in Malaysia consumes fast food.

2.0     LITETURE REVIEW

Fast Food Restaurant was existing long time ago, it is very common phenomenon that the Fast Food Restaurant is full of people in lunch and dinner time, even though they have the awareness about Fast Food bring a lot of issues which can even kill people indirectly way. When people choose a place to eat especially Malaysian young people will consider in a lot of factors.

2.1 Convenience

For first is convenience, people are likely to the place which provided them convenience, for example: 7eleven. According to Elena Untaru Result in 2014, the convenience factor is essential condition to satisfy peoples need and expectation. The convenience offer by fast-food is one of the motive for choosing the fast food especially to young people. Young people are characterized by lack of time, low income, convenience and need for socializing,  fast food fulfil those needs by the way of offering advantageous locations, cheap products, drive thru services and so on. ( Elena and Ana 2014) young people is too lazy or don’t not willing to spend time for the preparation of food which is buying ingredients and cook and washing the plate after finished the meal. beside that, people like to choosing convenience due to a busy schedules often reduce the amount of time for people to prepare the nutritious and healthy meals, and that people choose the faster way, simple options fast food. (Derek,B  2015) therefore fast food restaurant always the choices instead of spending their time went to the supermarket for the vegetable, meal, ingredients and  so on, and then bring along to home and cook, after that still have to wash the plate, cooking accessory and so on. people are likely to bring family, friend and celebration or hang out to the fast food restaurant, it tend to high in fat and also increase the percentage of risk of being obese and of developing various chronic diseases in adulthood. (Adbulrahman, Jassim and Reshma 2008) More over, A survey from the journal Obseity found that people think fast food is convenient, and those people who do not like to cook are more likely to consume fast food. (Ali,L 2009) for those young people especially single or move out, the do not like to spend the time on making food instead of eating outside, therefore the rate of people consume fast food is being high. Bowman and Vinyard was come out a research show that fast food has provided more than one-third of the days energy, saturated fat and total fat and also the high in energy density. (Bowman and vineyard 2004) Moreover, Some of the Fast food restaurant provide delivery services for those people who are busy especially Malaysia office worker, people can order food while working, so consumer can skip the time being wasted on moving out the company and waiting the foods. As a result of increased pressure from the groups who anti fast food and negative publicity, fast food have recognised that they can no longer on convenience, product and services to keep the customer, (Katherine,A and Miranda,M 2014) therefore fast food company has concern about another factor which are also the factor why people choosing fast food.

2.2 Taste

Taste can affect people for the decision of food, most of the people like food that taste great. According to Lelia Green, a survey which involves 3000 of people agree that taste is the most important factor which affect people decision on choosing food and the tongue which is the taste bud response to five 5 basic categories which is umami, bitter, sour, salty and sweet. (Lelia.G 2014) Different people have different style of taste which mean the term of delicious is based on different people. Taste is the most influential factor on food consumption, (French 2003) people are likely to make purchasing on the food which is taste great. For example: candy. Taste usually refer to a type of pleasure that can get from the food consumption. Taste was the main preferences of food, without a certain level of good taste people will not going to consume it. Miranda was come out a research show that 69.2% of people in nearly 600 adults and teen is agree that they like the taste of fast food. (Miranda, H 2008) the research show people choosing the food and ignoring of the negative impacts due to decoy from the taste of food and also the reason why consumer likely to consume Fast Food. According to the book of Nutrion & Food Science, Kittipong Boonme said that even though people understand the important of a healthy diet, and the negative impact of fast food, young people are still going though, because taste preferences for fast food tend to dominate food choice. ( Kittipong, B et al. 2014) It can show that Malaysia People especially young people do not concern about health rather than good taste even the government has create a certain awareness for negative impact of the Fast Food. According to Sarah Clark, Most of the consumer who like to eat Fast Food are happy to agree that the taste of the Fast food is the reason why consumer going back for more, it popular because consumer enjoy to consume it. (Sarah Clark 2015) Sarah Clark also said that fast food delicious due to the meal contain more than twenty of different chemical, sugar, fat and also salt. Beside that, Fast food has do a lot of research on what Malaysian taste and expectation, according to Dr Karl, consumer do not like the food if it has too much or litter of saltiness or sweetness, (Dr Karl 2012) fast food have the technology to ensure the food is being fixed in a certain level of taste.  However, different country have different of taste, some of the country like spicy some may not, it is due to different cultural.