Factors That Influence Consumption Patterns of Junk Foods in Fast Food Restaurants in Nairobi City County, Kenya

Abstract

The study sought to investigate consumer buying behaviour and consumption patterns of junk food in Fast Food Restaurants in Nairobi City County. The study was guided by theory of Buyer Behaviour and Theory of Consumer Behaviour. The researcher employed a descriptive correlational research design. The sample population consisted of 30 fast food restaurants that are within Nairobi central business district with a sample size of 90 customers. The research data were collected from the sample customers by use of questionnaires. The research data were organized, analyzed and interpreted using descriptive and inferential methods of data analysis. Descriptive comprised of mean scores and standard deviations while inferential statistics included Pearson correlation and regression analysis. The results revealed that cultural factors influenced consumer buying behaviour of junk food to moderate extent, personal factors to a great extent, psychological factors to a moderate extent and social factors to a great extent. The study concluded that consumer buying behaviour influenced consumption pattern of junk food in Fast Food Restaurants in Nairobi City County. Personal and social factors significantly influence consumption of pattern of junk food. The study recommends that junk food offered should be able to meet the target market in terms of pricing and at the same time consider changing lifestyle amongst their consumers. In addition fast food restaurants should ensure that junk foods offered to their customers meet their health concerns hence acquiring positive attitude toward fast food offered at their restaurants. The study suggest for further research, other factors which may have influence on the consumption pattern of junk food such as pricing should be considered.