CHAPTER 1

INTRODUCTION TO STUDY

1.0 TITLE

Fast food consumption among University Malaysia Pahang (UMP) students

1.1 BACKGROUND OF THE STUDY

By the definition from Wikipedia (2012), fast food is often defined as ready-to-eat dishes

that can be prepared and served very quickly. Fast food is also considered as cheap. Since its

arrival in the mainstream, fast food has affected the lives of every person who has consumed it

(Fast Food, n.d.). Nowadays many people especially young adult prefer to eat fast food rather

than home cooked. Stated in Fast Food article, “fast food has helped us add weight, it has

helped us save money, and it has even changed the way we live where we can save our time”.

The common menu items at fast food restaurants include fish and chips, sandwiches, pita,

hamburgers, fried chicken, French fries, chicken nuggets, tacos, pizza, hot dogs, and ice

cream (Ayse, Lale & Metin, 2007).

Fast food chains have come under criticism over concerns ranging from claimed

negative health effects because it is not nutritionally balanced. Moreover there are also

study done at Berkeley University in 2009, the closer people live to a fast food restaurant, the

higher their risk of becoming obese (Davis, 2011). “It's been found that fast food is loaded with

calories from refined sugar and fats especially, the artery-clogging saturated and hydrogenated

fats. It is also very high in sodium, coming from common salt and other additives” (Davis, 2011).

This scientific result once again proved that fast food is a type of dangerous food when people

often consume.

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Undeniably, nowadays many people are the victims of fast food. People who often

consume fast food may have lots of health symptoms in the future. This phenomenon has also

trapped many UMP students but they are still unconcern about it. Thus, to ensure and avoid

more students from being trapped by this bad eating habit, this research is carried out. The

main purpose of this research is to measure the level of awareness on consuming fast food

among UMP students. Moreover, this study will also determine the gender differences on fast

food consumption and the factors influence of fast food consumption.

1.2 STATEMENT OF PROBLEM

Nowadays, fast food trend is becoming more and more popular. Reasons of fast,

restaurants are easy to get and food tasted good, consumption of fast food become popular

(Sarah et al. 2008). A research by Judy, Brian and Narissa (2006) reported that, male students

are more frequent consume fast food compared to female students. Besides, Lisa et al. (2002)

highlighted that frequent consume fast food will cause a serious health problems like obesity,

high blood pressure, heart disease, cancer and high blood cholesterol. However, this bad trend

currently is followed by many people without realizing the effects and dangers that it could give

a serious health problem. 

From the literature, it indicates that the studies on the level of awareness of students

on taking fast food is still lacking. There are many effects that influence students to take fast

food. The reasons that influence may be based on student situations and emotions. Besides,

study on gender difference is also important since difference gender consume difference

amount of fast food. Meanwhile, this study will able to measure the level of awareness of a

student on taking fast food. Thus, a study to evaluate student level of awareness about fast food

will be important and beneficial.

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1.3 PURPOSE OF STUDY

Today, many people prefer to eat fast food rather than home cooked. Why have these

phenomena happen? The main reason they consume fast food is because of saved time to

prepare and it can served fast. Thus this has become a trend among all ages. Fast food

consumption and convenience of these phenomena have made people become depended on

its function without realizing the possible side effects or dangers that could affect human health,

financial, and also daily lifestyle.

The purpose of this study is to investigate student level of awareness and the effects of

fast food consumption on their health. Besides that, this study will evaluate the factors that

influence UMP students to consume fast food.

1.4 OBJECTIVE OF THE STUDY

To investigate UMP student level of awareness and the effects of fast food consumption on their

health. 

1.5 RESEARCH QUESTIONS

1.5.1- What factors influence UMP students to consume fast food? 

1.5.2- How does gender affect fast food consumption among UMP students? 

1.5.3- What does UMP students think on the effects of fast food consumption? 

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1.6 SIGNIFICANCE OF STUDY

Nowadays, there are many chronic diseases that can affect by fast food, but not all UMP

students know about the effects of the fast food. So, it is important to investigate the awareness

level of the UMP students and the effects of the fast food consumption. Besides that, the study

will determine factors that influence students to consume fast food. From the finding, the study

also gets the percentage on the gender differences of fast food consumption. From the study, all

the information obtained will use to determine the students level awareness on fast food

consumption.

1.7 SCOPE OF STUDY

The main point of this study is to investigate the UMP student’s level of awareness and

the effects of fast food consumption on their health. The respondents in our research are from

faculty computer science and faculty technology. The respondents consist of 60 students of

different genders and ethnicities. The survey session was conducted in the university campus.

The instrument used to collect the data was questionnaires.

1.8 METHODOLOGY FOR DATA COLLECTION

Primary source of data for this study is using questionnaire. A set of questionnaire will

construct based on the research topic. The questionnaire will be distributed to UMP students

from Faculty Computer Science and Faculty Technology with different gender.

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Activities Person in charge

Week1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

Identifying topic of research All membersPreparation of research

proposal All members

Discussion of research design and instruments

All members

Collection of data All members

Data analysis All members

Drafting reportThium & Bella

Consultation of report All members

Revising reportHaikal & Bella

Preparation for oral presentation

All members

Submitting report All members

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CHAPTER 2

LITERATURE REVIEW

2.0 INTRODUCTION

In this chapter, we will discuss literature review related to our study based on three main

patterns which are the factors that influence UMP students to consume fast food, how does

gender affect fast food consumption among UMP students and what UMP students think about

the effect of fast food consumption.

2.1 WHAT FACTORS INFLUENCE UMP STUDENTS TO CONSUME FAST FOOD

Often you just think about fast food, and you would start salivating, this show how big

impact the media mass influence our mind regarding the deliciousness of fast food. Everyone

including adolescences seems to be enjoying it every chance they get. Fast foods are very

appealing because they are widely available and inexpensive. The usefulness of fast food

consumption and convenience of this phenomenon had made people becoming depended on

its function without realizing the possible effect or dangerous that it could affect human health,

financial and also lifestyle in daily life.

In our research, one of major question that need to investigate is related to factors that

influences UMP students to consume fast food. There are few factors that may influence

factor to consume fast food such as based on the emotional, economic, time management

and lifestyle. By using previously research, some factors may determine and be as parameter

to conduct other our research.

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Schlosser E. (2001) pointed out the most frequently reported reasons for eating at fast-

food restaurants were fast food is quick serve. Laroche and Parsa (2000) agree with the

Schlosser E and say that people decide to choose fast food restaurant because they were

worried about time. To prepare homemade food, it may take much of time to cook and serve it

compared with taking fast food. Fast food restaurant include a wide range of quick and fast

service, brands and take only short period to serve it. Consumer make their choice of brands

in multi brand situation is one of least understood yet important phenomenon in the marketing

of Quick Service Restaurant - Fast Food Restaurant.French SA et al. (2001) summarizes

this by saying some people have other reason why they choose fast food restaurant as their

primary chosen to eat, because it is way to them spent their time with family, friend or

someone special. By along with eating at fast food restaurant because they are quick and

easy to get to, and also as a way of socializing with friends and family.

On one hand, Drewnowski and Spectre, (2000) contends that another factor that may

influence consumption of fast food is by socioeconomic status. There have totally difference

between people who have high wages with people who is have low wages in their life. Usually

people who have low economic status, they more prefer to choose food that something not

has high nutrition, but more reasonable and inexpensive price while wealthy person they

prefer to choose branded restaurants rather than realized the ingredients and nutrients

contain in the food. On the other hand, Herman and Polivy, (1984) contradicts/protests and

emphasizes that the factor that influence of fast food consumption based on residential areas.

He observed that people how stays at the rural areas are less consumed of fast food rather

than people how stay at urban area because urban/town residential areas are nearer by the

fast food restaurants.

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2.2 HOW DOES GENDER AFFECT FAST FOOD CONSUMPTION AMONG UMP STUDENTS

When you think about fast food, there are something that you must not forget which is the

most factor in fast food is gender. According to Christine Ton Nu and Patrick Macleod(1996).

Effects of Age and Gender on Adolescents Food Habits and Preferences. They .This study

explored food habits and preferences of 222 French adolescents of 10 to 20 years old.. These

results show that food habits and tastes are mostly related to age and gender. Brunner et al.

(2007) states that girls pay more attention to dietetics and snack less than boys. Young

adolescents prefer bland and familiar foods whereas older ones learn to appreciate ‘adult’

foods. As they grow older, chicken snack more, skip more meals and seem more interested in

foreign foods. Before puberty teenagers reject many foods they previously liked. After puberty

they begin to appreciate some foods they didn’t like before. Their food repertoire widens at this

period because of social and cognitive influences.

On one hand, according to Christine E. Blake, et al (2009), they employed Parents’

satisfaction with food-choice coping strategies that may influence of gender and structure

toward differences appetite. This study aimed to understand parents’ evaluations of the way

they integrated work-family demands to manage food and eating. Parents expressed a range of

evaluations from overall satisfaction to overall dissatisfaction as well as dissatisfaction limited to

work, family life, or daily schedule. Evaluation criteria differed by gender. Mothers evaluated

satisfaction on their ability to balance work and family demands through flexible home and work

conditions, while striving to provide healthy meals for their families. Fathers evaluated

satisfaction on their ability to achieve schedule stability and participate in family meals, while

meeting expectations to contribute to food preparation. Household, and especially work

structural conditions, often served as sizeable barriers to parents fulfilling valued family food

roles. These relationships highlight the critical need to consider the intersecting influences of

gender and social structure as influences on adults’ food choices and dietary intake and to

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address the challenges of work and family integration among low income employed as a way to

promote family nutrition in a vulnerable population. French,S.A., Story,M., & Jeffrey,R.W.,

( 2001) finding the assess how per capita expenditure on commercially prepared food as a

proportion of total food expenditure varies by the sex and marital status of the head of the

household.. Households headed by unmarried men (both divorced/separated and never

married) spent a significantly greater proportion of their food budget on commercially prepared

of food than their married male peers (38% and 60% higher, respectively). In the word of Wallis

Dj, Heatherington MM,( 2009) regardless of marital status, households headed by women were

found to spend approximately one-third of their total food budget on commercially prepared

foods outside the home. Households headed by never married men spent 63% more per capita

than those headed by never married women and households headed by divorced or separated

men spent 37% more than those headed by divorced or separated women. Marital status is

significantly related to the dietary patterns of households headed by men. In light of the high

rates of divorce, separation, and delay of marriage, marriage cannot be considered an inclusive

or permanent solution to changing male eating patterns. Sindiv et al.(2006) summaries by say it

is important that nutrition educators learn more about the dietary patterns of households headed

by males outside the institution of marriage.

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2.3 WHAT DOES UMP STUDENTS THINK ON THE EFFECTS OF FAST FOOD

CONSUMPTION

Eating habit change in the modern era, more people than ever before are eating foods

prepared away from home. Fast food purchases account for the highest proportion of spending

on these ‘convenience’ foods. With more consumers looking for a quick bite, the number of fast

food chains has increased and existing chains have updated their menus to meet increasing

demand. New menus and fast food chains in the current eating environment offer consumers

continual choice. Undoubtedly as rice attempted to demonstrate, choices can be made that alter

the impact that eating fast food has on our health. Many of the factors that guide consumer

choice have been documented and explored, including familiarity, price and taste. However, not

much precaution was taking since fast food can give a bad impact on health.

In our research, one of the major questions that need to investigate is related to the

effect of fast food consumption. From previous research, there are some effects of fast food

consumption that has been proposed. Carlene and Gary (2008) write that, the fat content of the

traditional fast food meal is high. In fact, one of the ‘traditional’ fast food meals provides enough

fat to account for an entire day's intake. While not associated directly with obesity, diets high in

‘bad’ fats are associated with other negative health consequences including the increased risk

of cardiovascular disease and even dementia. Where else, Lisa et. al (2002) also do agree with

getting negative health effect when frequent consume fast food. They points out that often

consume fast food teens face an increased risk for serious health problems that do not

commonly occur during childhood, including high blood pressure, high blood cholesterol levels,

and abnormal glucose tolerance. Adolescent health problems related to obesity can lead to

chronic disease in adulthood, such as heart disease, cancer, and Type 2 diabetes.

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On the other hand, although Heather, Hollie, and Rena (2006) does not contradict above

statement but they proposes that frequent consume fast food will surely has a high risk to

weight gain. They reported that children and adolescents who eat more fast food consume more

total energy than those who eat less fast food. This may be due to the large portion sizes of

these foods, as greater food portions produce greater intake. Additionally, fast foods are

generally high in energy density, predominantly due to their high dietary fat content. Because

research has shown that individuals tend to consume a similar volume or bulk of food at meals,

regardless of the macronutrient composition of the food, foods that contain a greater amount of

energy per weight or volume will produce greater intake through passive ingestion. Thus this will

lead to consumer to have a high chance to weight gain.

2.4 CONCLUSION

In conclusion, there are few factors that influence a person to consume fast food in the

previous research. Some research shows the same factor but some show different. Same goes

to gender difference in fast food consumption. Different gender have an own reasons to

consume fast food. Meanwhile from previous research, researcher also point out that there exist

a negative effects when a person frequent consume fast food.

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CHAPTER 3

METHODOLOGY

3.0 INTRODUCTION

In this chapter, we will discuss details about the instrument or method that we used to conduct

the investigation on the UMP student’s level of awareness and the effects of fast food

consumption on their health from UMP students of faculty computer science and faculty

technology. This chapter consists of three parts which are information about participants, data

collection method and data analysis.

3.1 PARTICIPANTS

A survey was conducted among UMP students from faculty computer science and faculty

technology. This survey consists of 60 respondents from both genders (a male and a female)

and ethnicities were randomly selected. 30 male and 30 female respondents were selected in

this survey. The survey session was conducted in the university campus. Each respondent

answer the survey questionnaire based on our topic, fast food.

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Table 3.1 shows the summary of participants of the study which includes course and gender

data.

Table 3.1: Summary of Participants

Faculty Gender Total

Male Female

Technology 15 15 30

Computer Science 15 15 30

Total 30 30 60

3.2 DATA COLLECTION METHOD

To investigate UMP student’s on the consumption of fast food and the effect on their health,

data collection methods were used in this study. The data collection instrument were used are

survey questionnaire.

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3.2.1 SURVEY QUESTIONNAIRE

Primary source data for the investigation of the consumption of fast food and the effect on their

health were asked in the survey questionnaire which consist a number of questions. Twenty

questions were asked in the survey which consisted of four sections. There are open-ended and

close-ended question in the questionnaire. The open-ended questions required respondents to

fill-in relevant information or opinion whereas close-ended questions required respondents to

choose the correct answer from the multiple-choice questions. Meanwhile, there are also

consisted of likert scale questions which required respondents to choose from strongly agree to

strongly disagree. These questionnaires were handed out with all group members.

3.3 DATA ANALYSIS

All the data obtained from the survey questionnaire were analysed using specific data analysis

procedures. The analyzed data was presented in the mode of frequency, mean and percentage.

3.3.1 ANALYSING DATA FROM THE QUESTIONNAIRE

Data from the survey questionnaires were analysed using manual procedure before upload into

Microsoft Excel spreadsheet. Then Microsoft Excel spreadsheet was used to analyse the data

that get from the survey questionnaires. It was analysed and presented using the following

procedures.

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STEP 1

Each questionnaire in the survey questionnaire was numbered from 1 to 60 since there are total

of 60 respondents. This step is done so that if any mistake occurs then it can be easily

identified.

STEP 2

Create a codebook by using the first survey questionnaire. For each type of question it is an

independent variable whereas each choice is a variable for rank questions. This is to

differentiate the frequency for each choice. Only few questions are stated as separate variables

so that the respondents can choose more than one choice.

STEP 3

Data or answers obtained from the survey questionnaire were transferred and arranged into

Microsoft Excel spreadsheet.

STEP 4

Calculate all the frequency and the percentage of the data in the spreadsheet.

STEP 5

Last, the information is tabulated for easy reference.

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