Consumer Behaviour Towards Fast Food in Qatar
Sara Mohammad Al-Saai
MBA student,
College of Business and Economic,
Qatar University.
Rami Zeitun*
* Corresponding Author. Dr. Rami Zeitun,
Department of Finance and Economic,
College of Business and Economic,
Qatar University.
Emails: r_zaiton2005@yahoo.com
and rami.zeitun@qu.edu.qa.
Abstract
This study aims to identify the motivational factors that influence the behaviour of
consumers of fast food in Qatar. The influence is further examined in detail giving due
consideration to the demographic, lifestyle and cultural aspects. An attempt is also made to
understand such other elements which might impact the consumption practices of fast food
customers in the country, including those related to health. This study was carried out through
the use of primary research in the form of questionnaires. The sample consists of 120
respondents, who are students of University of Qatar and employees of Barwa Company. The
respondents were above 18 years of age. The responses are tabulated and analyzed using chisquare test for variables and factor analysis for ranked attributes. The analysis showed that most
of the demographic and lifestyle variables do not have significant association with the fast food
consumption behavior of the respondents, with a few exceptions. On the other hand, the
occupation of the respondents is associated with the regularity of fast food consumption.
Similarly, the favorite fast food varies with the gender, nationality and marital status of the
respondents. The factors that are helpful in choosing a fast food restaurant change with gender,
age and occupation of the sample. Married respondents prefer take-away chiefly, while the rest
of them like to dine-in. Locality and proximity are the contributory factors in makingfast food
restaurant choice andwithin a restaurant, taste and preparation aspects are of high priority for the
consumers. Though the health implications of fast foods bother a considerable percentage of
respondents, their craving for fast food is not significantly affected by such awareness.
Keywords: Consumer Behaviour, Fast Food, Qatar
1 1. Introduction
Food is one of the three basic needs of mankind. A person considers the satisfaction of
this need as priority, because it appeals to his sense of taste and appearance. When such an
elementary physiological need is transformed into a means for recreation and socializing, it helps
address the issues of belonging identified in the Maslow’s hierarchy. If a person gets the added
benefits of quick service on site or home delivery within half-an-hour or a drive-through order
and delivery process, it would completely complement his hectic, modern and urban lifestyle.
Fast food or quick service restaurant is the name given to such a convenience. These restaurants
offer sandwiches, pastries, pizzas, processed meat delicacies, and local favorites, among others.
The aim of a fast food outlet is to serve the food cravings of busy consumers, with the
accessibility and ease of quick service. Consumer decision making and buying behavior towards
these foods is influenced by individual, social and personal factors, as for any other product or
service (Khan, 2007). However, this option is further scrutinized by an average consumer, given
its repercussions on the health and nutrition of not only themselves, but their entire family.
The present study aims to ascertain the factors that influence the behaviour of consumers
of fast food in Qatar, giving due consideration to the demographic, lifestyle, health, cultural and
other aspects. Though many studies addressed these issues separately, a comprehensive approach
is missing, especially on the health consciousness among the consumers. The emphasis on the
future intentions of the customers and their expectations from a visit to fast food restaurant
differentiates this study from the others. The multi-national population base, work schedules and
recent socio-economic developments that repositioned the image of Qatar in the modern world
makes it the target for the study. Again, similar studies have been carried out in the west, but this
study becomes of interest in view of the increased focus on health awareness due to the rise of
obesity in the region, The levels of acceptance of contemporary trends such as fast food, in a
nation with a strong Islamic tradition, augment the enthusiasm for the study. The study aims to
contribute to the existing knowledge and research on revealing the factors that are particularly
responsible for consumer decision making and the influence of health-consciousness in fast foodrelated aspects of the sample in Qatar.
Quantitative research is conducted on a sample of 120 respondents from students of
University of Qatar and employees of Barwa Company, using a structured questionnaire. The
responses are tabulated and analysed using chi-square test for variables and factor analysis for
ranked attributes.
The rest of the research project is organized as follows: section two introduces the culture
of qatar and food habits. An understanding of fast food, consumer behavior and the various
studies that covered the issues related to the present study, in various nations around the world,
are accounted as literature review in the next sections. Methodology and analysis follow these.
The final sections include conclusions and recommendations. Culture of Qatar & Food Habits.
2 Qatar Culture
Qatar is a nation that can be typically described as a phoenix that has risen from the state
of poverty to one of the richest, in a matter of few decades. Its economic development is shaped
mainly by its success in oil and natural gas industry. Wise investments in education and other
socio-economic sectors dictated its growth into a superior brand. Globalization led the
population to internalize western culture and consumerism (Fromherz, 2012). This is even true in
case of eating out and enjoying fast foods. However, the cultural, demographic and social
backdrops of the citizens of Qatar are unique and so do their tastes, preferences and their
respective buying behaviors. This study aims to envisage the consumer behavior towards fast
food in Qatar.
Qatar is a considerably young nation in terms of its development. It is molded by the
fame accorded by its pearls, which used to be a flourishing industry and oil and natural gas
reserves after that. It is one of the most sought after places to stay in the Middle East because of
its contemporary appeal, plethora of opportunities for work and business that the country offers.
Qataris make up only a small percentage (25 per cent) of the population. Rests of them are the
migrants from other countries for professional and financial purposes. Thus, the ethnicity of the
population is highly diverse and consists of people belonging to different nationalities. Multiculturalism is the way of life in the country. The diverse groups co-exist in peace, even though
each of them have an individual life in terms of lifestyle, religion, culture and eating habits
(Tamra Orr, 2008).
The concentration of the population of Qatar is thick in and around big cities, including
the capital city of Doha, which is the residence for more than 70 per cent of them. Um Said, Al
Khor, Dukhan and Ruwais are the other cities. It can be inferred that the population is mostly
urban in its lifestyle (Tamra Orr, 2008).
The history of this stretch of land is over six thousand year old. Its artifacts even date
back to the Stone Age. Under the guidance of their ruler in 630 A.D., the entire population took
up Islam and is henceforth guided by its principles in every walk of life. Even today, Islam is
predominantly practiced by Qataris, of which majority belong to the Sunni sect. Though some
Shi’a Muslims stay in Qatar, the two sects live together but never express intolerance as in other
parts of the world (Tamra Orr, 2008).
Kabasakal and Dastmalchian (2001) propose that the laws of religion also have an impact
on the governance in Qatar. They also indicate that even in organisations, the management is
expected to take the local culture into consideration while making critical decisions, framing
policies and etching their strategies. For example, the employees are expected to be exempted for
their religious rituals during the month of Ramadan, irrespective of the business objectives,
targets and deadlines and the Muslims are expected to exclusively have Halal-graded food items.
The society in Qatar is more oriented towards present and future planning is not a part of its
culture. But, organisations have a different outlook. The managers or leaders, especially those
working for the multinational organisations, ought to keep up with the pace of their counterparts
in the rest of the world, while holding on strongly to the local culture. This study brings out two
facts. One, culture and religion percolate through every aspect of the country. Two, pressure and
expectations from the staff in the organizations pertain to more than work and create role and
goal conflicts among the managers.
3 However, Aldosari (2001) explains that in Qatar, religion does not over-arc the
enthusiasm of people nor does it impose severe regulations on women and eating and drinking
interests of the people, as much as other Middle-Eastern nations. It is thus a more liberal Arabic
nation, along with being a modern country. Foreigners are allowed to retain their cultural identity
in their religious aspects. The accommodative nature of Qataris thus promotes the peaceful coexistence of various cultures.
American State Department revealed that 77 percent of the population of Qatar are
immigrants in 2002. The expatriate population saw a growth rate of 16 percent in July 2008. A
large percentage of them are workers mainly from South Asia. They belong to young age groups,
mainly 20-35 years. It has also been observed that of these immigrants, only a small portion of
bring their families or spouses to Qatar with them (Fromherz, 2012). This shows that majority of
expatriates are single in the country. This has also resulted in an imbalance in sex ratio of the
nation, with the number of men exceeding that of women.
In a bid to accord due importance to Qataris, given the backdrop of increasing
participation of foreign nationals in work, a move named ‘Qatarization’ is started. This
emphasizes employing Qataris to make up certain specified portion of the work force. These
nationals are also protected under minimum wage rules and given pension facility. The salary
structures of the locals and the foreigners are also different. Even amongst the foreigners, there is
a stratification based on the person’s nationality (Fromherz, 2012). Thus, the spending capacity
of the population also differs based on their country or region of origin.
As employment rates of women have increased, domestic helps belonging to different
nationalities are increasingly sought after. These nannies, their culture and food habits are also
influencing the upbringing of children in such families (Fromherz, 2012). This is again
contributing to the rising tolerance and acceptance for other cultures and modernity among the
present generations even in eating and food-related aspects.
Heterogeneity of the population has contributed to the modernity in Qatar. The USA is
the unnamed or the unmentioned motivator for its progressive ideas, modernity, consumerism
and culture. This is all the more true with the present and upcoming generations, who are open to
adaption of western culture (Fromherz, 2012).
Qatari traditional food culture dictates three meals a day, with the breakfast being simple
and light. The mid-day meal is the most important one. Appetizers followed by meat stews or
seafood, vegetables, desserts garnished with dry fruits and fruits make up the menu. Coffee
prepared in Turkish manner is a favorite beverage, though sweet-coffee, fruit juices and
puddings made of dates are also popular. The population also appreciates spicy dishes from
South Asia. Pork and alcohol are not publicly served, though alcohol is available in the country
(Aldosari, 2009).
The food habits are also influenced by the emphatic presence of foreigners, as already
discussed. The traditional cuisine is being given an Indian or Iranian or Lebanese twist to create
variety or introduce modernity. Due to the hectic working hours and fast-paced lifestyles, the
detailed evening meals have gathered importance in social and family respects. Friday being a
weekend, the lunch on this day of the week is planned to be a family affair. The month of
4 Ramadan is auspicious and festivities also include having an assortment of dishes
(www.everyculture.com).
Fast food is primarily looked upon as a means of meeting the needs of expatriates.
International cuisine is freely accessible. Though Qataris frequent these spots, women prefer not
to go for dine-in experience. Some of these places are being used as the hub for cutting business
deals and formal as well as casual socialization. Men are free to conduct their activities in public
sphere, whereas the women, though allowed right to education and employment, confine to
private spaces for leisure and activity. Thus, families prefer food outlets with family section
(www.everyculture.com).
The ill-effects of bad eating habits and thriving on fast food has taken over the health of
residents of Qatar. The investigation made by Hassan and Al-Dosari (2008) regarding the
nutritional habits of children in 9-10 years age group found that these habits include some
negative aspects, such as snacking too much on fast food and potatoes. These are creating
potential risk of health problems in these children. This has been the case in adults too.
Weekends mark communal lunches, where the portion of meal goes uncontrollable. Further,
serving food to guests is considered as a status symbols by the population, the rejection of which
is considered an insult. Thus, most of the people are left over-fed. Doha News has also reported
that the government is planning to make laws that would make the nutritional labeling of fast
food mandatory, as the country is facing high prevalence of diabetes and obesity.
3. Fast Food
The history of fast food dates back to the ‘bread stands’ of Ancient Rome and ‘noodle
bars’ of Asia. During medieval era, pies, pastries and cakes were sold on the stands in large cities
like London and Paris. Coffee and alcohol houses started in 1700s in the western countries,
gathering where has become a fun-time; by the end of that century (Borade, 2012). Eventually,
industrial revolution, the world wars and the establishment of strong economy in USA led to the
development of fast food industry, as the products were diversified and the number of outlets and
players increased (Hall, 2011). Twentieth century marked the actual beginning of proper fast
food restaurants, with the advent of food vending machines and hamburger restaurants.
McDonald’s started its first restaurant in 1940s, followed by Burger King in 1950, Wendy’s in
1969 and Starbucks in 1971 (Wilson, 2006). After their onset, there was no looking back, as
these majors slowly expanded around the globe. Many new local and global entrants stepped into
the business.
In other parts of the world such as Australia, Europe and UK, the culture of fast food
started off with the fried fish that were available on stalls along beaches and river-side in 17th
century. During off-season, when the catch became scarce, chips were made in shapes
resembling fish, as domestic recipe to substitute their absence. Vendors hung fish stands to their
necks and they were sold along with bread and baked potatoes in early 19th century. The
combination of fish with chips was introduced by John Lees in 1863, which were widely
accepted by the customers (Alexander, 2009). Soon, similar shops sprung up and the variations
multiplied. After the second world war, when Germany became US territory, the new territory
became the latter’s consumer base for fast food. It was the same case with Japan.
5 In Southeast Asia, the history of eating out and origin of fast food cannot be tracked
because it has been a tradition that women cooked at home and sold the food to travelers since
ancient times. In 1860, it became more pronounced in Thailand after the kind during that time
encouraged the practice to create food security. However, in early 20th century, the street food in
Asian countries was conceived as unhealthy and the vendors were restricted. This again reflected
on the eating habits of the people because only Government-operated food courts were available,
where food was sold at high prices. After that, private food outlets were started where the
hygiene and sanitary conditions were supervised by Government (Esterik, 2008). As the
pressures of globalization mounted, the countries opened up to many global fast food players
including McDonalds and KFC. The increasing number of middle-income groups in the urban
areas led to the spread of fast food in Least Developed nations (Wilk, 2006). The fast food trend
around the world trickled on to Middle East and Africa too. It has been observed that the
connotations that these western fast foods have for the Middle Eastern population are different
from the aspirations of their religion (Smith, 2006).
While the fast food restaurants or quick service restaurants are famous for their menu and
“hanging-out” appeal among teenagers, professionals prefer them for the quick access and
service features. They provide part-time and full-time jobs to unemployed youth, as the job is
repetitive mostly and pay scales are considered low by higher age groups (Wilson and Gaspaire,
and Royle and Tony, 2002; Pizam, 2010). Further, these spots allow the people to reconnect with
their family and friends. Eating at fast food centers has grown into a culture, after the popularity
of giants such as McDonalds, KFC, Subway, Burger King etc.,. These operators work along the
franchising system to minimize the risks involved in expansion. It is the process where the
franchisee can use the proprietary material and value chain of the parent company by
maintaining certain standards in developing products, while the parent company gets a
percentage of the earnings, new outlets for its products and an opportunity to spread its
brand.Franchisees take the responsibility of staffing and adding local touch to the menu (Pizam,
2010; Sipahi, 2010; Kwansa and Parsa, 2002, pg.4 and Barkoff and Selden, 2008, pg.4). Figure 1
shows the brand values of major participants in the industry. These numbers reflect the fact that
fast food restaurants are cash cows and justify the interest and investment in the sector.
The global fast food industry has turned out US $252.9 billion in 2011, amounting to an
increase of 6.8 per cent in one year. Nearly 45 percent of this is generated by the largest patron,
United States of America. These numbers are further expected to reach to the worth of US
$331.8 billion in the next five years (MarketLine, 2012).
Quick Service Restaurant is found to be the most promising segment in the restaurant
industry, contributing to more than 60 per cent of the revenues. It is that division of the industry
which is the least affected by recession. As many as 243.2 billion transactions have been carried
out around the world in the fast food industry in 2011. All these numerals bring forth the worth
of this industry. McDonalds', Yum! Brands, Doctor's Associates, and Burger King are the top
brands, which add almost 24 percent of the total revenue to the industry (Statista, 2011). Today,
more than 500,000 fast food restaurants are found to be running around the world. Table 2 shows
the top fast food brands in the industry (AModMag.com, 2011).
6 Consumer behavior
Consumers are the clients who buy the products or services. Their buying behavior is
individualistic and is dependent on the customer and his environment, be it their income,
perceptions, fads and fancies, social status, culture etc.,. So, there is every necessity for the
marketers to clearly understand the decision making and consumer buying behavior.
Loudon and Delia Bitta define consumer behavior as the decision making
process and physical activity involved in acquiring, evaluating, using and
disposing of goods and services (Baker, 2000).
The buying decision of the consumer starts with an internal desire or an intention. Then,
he gathers data in this regard and searches for the available options to decide on the final
solution, considering the various factors. The marketers need to understand the psychological
condition of the consumers, their decision process and come to terms with the fact that friends,
family and surroundings play an important role in such decisions.
The discipline of marketing is based on consumer behavior and aims to create higher
customer value than the competitors. Customer value is the difference between the total benefit
that the customer accrues from the product and the sum of all the costs that the customer pays to
own the product or service. Product decisions such as pricing, promotional strategies, adding
new products to the line and packaging should be consistent with the buying intentions and
behaviours of the consumers. The process of consumer behavior and the factors influencing such
behavior are seen in figure 2 (Khan, 2007).
Consumer Behaviour in Fast Food Industry
The consumption and buying decisions of consumers gain prominence in case of fast
food industry because of the tough competition among the multiplicity of players within the
markets. Their marketing strategies must be designed eyeing the economic conditions, health
related resistance to fast foods, changing lifestyle, tastes and preferences of the consumers. This
section describes some of the studies that addressed the various facets of consumer behaviour
and the factors affecting them in the fast food industry, in detail.
Jekanowski, Binkley and Eales (2001) remarked that fast foods are available
nearresidential areas and are readily accessible in shopping malls and other public places. This
decreases the amount spent by customers on covering distances to reach out for the readily
eatable foods, that too at lesser prices as compared to other types of restaurants. These features
enable even the upper middle class consumers to opt for fast food restaurants frequently. The
more frequent the visits, the more the amount that is spent. Fanning, Marsh and Stiegert (2005)
analysed the relationship between the socioeconomic and demographic factors that affect the fast
food buying and spending decisions. Both the latter variables vary in direct proportion to the
income and number of family members and are inversely proportional to their age and education.
The strenuous nature of jobs is found to increase the tendency to consume at food cafes.
7 Ritzer(2001) calls this entire fast food revolution as McDonaldization. He pointed out
that, because of recessive economy, the affordability of consumers to visit high-end and upscale
restaurants is limited. They prefer to eat at average fast food joints spending their disposable
income economically rather than goingfor the extravagance and luxury of high-end formats. He
also observed that the staff at these fast food outlets appear to be friendly, smiling, even over the
phone or email and try out all possible ways to create a bond between the place and the
customers. They bombard the customers, addressing them personally, with special offers
dropped into their physical and email inboxes. While the same warmth is available at the other
restaurants too, the people need to wait more and pay more. This is an attribute that impacts the
consumer decision making.
Further, he brought forth the argument that the effect of signage, ambience and the lively
interiors on attracting the customer attention cannot be downplayed. Some fast food outlets also
provide play areas and play pens for kids. This is the feature considered to be advantageous for
the couples with young children, as the aims and entertainment of both the adults and the
children are satisfied at the same time. The toys and gifts offered along with child meals have a
strong pull-effect on children. These stimuli are enough to persuade their parents for frequent
visit to the store.
Susan (1992) conducted a detailed study among the various age groups, in order to assess
the attributes that help them choose a particular fast food restaurant. The analysis surfaced the
factors to be style, ambience and taste of the food in that restaurant. Lifestyle and related
variables such as lack of time, amount of effort to be put into cooking, level of culinary skills are
concluded to be affecting the consumer decisions to frequenting fast food outlets, as shown by
Horst, Brunner and Siegrist (2011).
Wood and Neal (2009), while studying the habitual behaviours of consumers, stated that
those consumers who are into the habit of having fast food at a particular frequency, tend to
continue at the same pace, without giving due consideration to their intentions, even if there is a
change. The habit is given prominence over intention for a certain period, after which the latter
takes over the former. However, the non-habitual consumers give preference to their intentions,
i.e., when plan to eat out with their family, a particular dish, on a particular day and that’s it.
The analysis at Yale University (2009) illustrated that, but for making the consumers
knowledgeable of the calorie intake through fast food consumption; their preference for a variety
is dependent on the cost rather than the calorific value. This was specifically more pronounced in
case of households with low income. At the same time, as the expenditure on fast food goes up,
the calorie consumption of fast food is also found to raise among youngsters in the age group of
18-24 years, as examined by Heidal et al (2012).
Mooney, Knox and Schacht (2012) consider the rising trend of fast food consumption as
a social problem. They mention that the high carbohydrate content in these foods is contributing
to increased prevalence of obesity and diabetes in the developed nations. Further, recurrent
consumption of these foodstuffs is changing the food habits of future generations, termed as
nutritional transition. Chandon and Wansink’s study (2007) claims that when some brands such
as Subway claim to offer healthy alternatives, the consumers tend to underestimate the calorific
value of these fast foods, and thus, add up energy-rich, creamy side-dishes, finally ending up
8 with the perception that they have had nutritious fast foods. This has been the same case with
both the health conscious consumers and otherwise too.
Studies On Consumers from North America
Glanz, Basil, Maibach, Goldberg and Snyder (1998) explored the factors influencing the
food preferences of Americans, the top consumers of fast food. The results revealed that the taste
is the primary consideration, followed by low price. French et al., (2001) researched the
demographic and behavioural factors that influence frequency of fast food consumption and
found that the latter is dependent on the employment status of the individual and the nutritional
habits that are inculcated in them, through their family and friends.
Anderson and He (1999) drew comparisons between the fast food consumption
behaviours of Chinese and American consumers. The inclination of consumers towards
convenience and fast foods is found to increase with the speed at which the lives of local
population progresses. The consumers in USA have a mental classification of low-priced,
frequently consumed, branded varieties into agreeable and disagreeable lots. The choices of
various age groups differ within the family. The younger generations are guided by their
exposure to such restaurants since childhood, menus and the media. Chinese food is based on its
ancient culture. Though they do not think twice before trying new fast food dishes, their choice
tends to be around those dishes that resemble or cooked on the similar lines of their traditional
cuisine. The choices of fast foods of all the age groups in China are found to be similar, but for
the fact that their intentions differ. Youngsters look out for taste in the same food, while the older
generations seek nutrition.
The research conducted by community health experts Unger,Reynolds, Shakid, SpruijtMetz, Sun and Johnson (2004) analysed that fast food consumption is majorly perceived as a
western trend and following it is considered as a means to accustom with the culture in US and
other developed nations, especially the expatriate communities are influenced by these
perceptions. This imitative behavior is found to have decreased the physical activity among 6th
and 7th grade children belonging to Mexican and Asian origin communities in the USA.
McPhail (2011) made an attempt to understand the fast food consumption behaviours of
teenagers in Canada and arrived at the conclusion that low prices of these menu items go well
with the pocket money they receive from the elders. Fast food restaurants are the places where
these teens are allowed to visit without much concern and questioning from parents. However,
these same youngsters discuss and argue of healthy eating. On the contrast, their counterparts in
UK are quite conscious of not eating much in fast food restaurants. They consider that acting in
this way would go against their aim of growing up into good citizens. Social and cultural
influences, including nationality condition their behavior.
The paper by Dhar and Baylis (2009) emphasizes that the ban on fast-food related
advertising that is used to attract the attention of children, through various media in Quebec,
Canada, has considerably reduced its consumption among the households with kids and related
expenditure was found to have decreased. This implies that the children and their exposure to
media is an important means of influence for the families to frequent fast food joints.
9 Beydoun et al. (2011) illustrated that the pricing of fast food has ramifications on its
consumption and thus, the body mass index in children of age 2-9 years in USA. When the
charge levied on fast food increased, the children ate better food, because the price prevented the
parents from preferring them. This relationship is again affected by the earnings of the
household. Similar research conducted by Sturm (2011) found that the consumption of fast food
is a variable that is not correlated to the price variations among the various regions within USA,
taking a sample of school students with an average age of 11 years.
a. Studies on Asian, European and Australian Consumers
The market analysis report (2010) of Agriculture and Agri-Food Canada, on the Japanese
food habits puts up the point that eating out is a way of life in the country and the population
prefers good food and service. They have switched to the fast food for its low price and meeting
the demands of high-paced lifestyle purposes. Zafar, Abbasi, Chaudhry and Riaz (2002)
attempted to understand the fast food consumption behaviours of Pakistani nationals. Word of
mouth is the chief means by which the consumers improved their knowledge on fast foods and
such restaurants. The pricing of these foods is conceived to be on the upper end and pricesensitive consumers opt out from the fast food consumption bandwagon. Cordial and courteous
interaction with the staff, the taste and quick service are the points of attraction towards the fast
food restaurants for the patrons. Further, these outlets are viewed as recreation and amusement
spots.
Farhana& Islam (2011) detailed the fast food consumer behavior in Dhaka, by stating that
the hectic work schedules make fast food restaurants their eating destinations mostly during
lunch and evening snack times. Brown et al. (2000) observed that the fast food preference of
Indian students is prompted by the food habits of their peer and reference groups. Eating out has
become common amongthe families where both the parents are working.
Studying customer behaviours towards McDonald’s in UK, Zerjal (2006) remarks that
most of the customers have negative attitudes towards fast food. They perceive that such food is
of low quality, causes obesity and ill-health. Nevertheless, the people visit and eat at the outlet as
a ‘last resort’ or due to the extrinsic social and family influences, which eventually bring about
changes in the thinking of buying decision-makers.
After conducting a study on the factors that are to be considered while setting up fast
food restaurants in China, Mexico and London, the research paper presented by Yahoo (2011)
put forth the following observations. While Chinese consider these outlets as places to socialize
for young people, conduct small business meetings and calm getaways for executives. In
Mexico, fast food restaurants are widely accepted because of the increased economic
predisposition of the population and career-oriented nature of the mothers, who are constrained
by time to cook at home. But, in London, though fast and convenient foods are preferred, the
people are concerned about health and nutritional values before they decide to eat. It also
emphasized the need for culture-sensitivity training to the staff in order to equip them with the
10 open-mindedness to accommodate the connotations of different cultures in fast food business
(Yahoo Contributor Network, 2011).
The survey conducted by New South Wales Food Authority in Australia (2012) showed
that most of the populace buys fast food a minimum of once a week, but they do so without the
knowledge of nutritional information or health hazards. This shows that the consumers are not
much considerate regarding the physiological well-being while consuming fast foods.
An inquiry into the factors affecting fast food consumption among working individuals
belonging to the age group of 19-30 years in South Africa, revealed that quick and convenient
service that match up the increasing pace of their lifestyle and the appeal that fast food offers to
the palate, lead them to such joints. The sample, which consisted of respondents who were atleast
secondary school qualified, is conscious of the health implications and they are ready to switch
to healthier options, if made available by the retailers. This study by Van Zyl, Marais and
Steyn(2010) further went on to find that the participants learnt about fast foods mainly through
television.
Studies on Middle Eastern Consumers
Business Intelligence – Middle East reported in 2005 that consumers from Middle East
primarily perceive fast food as a western culture. There was severe opposition to the trend and
the outlets were attacked in early 2000s. However, the realization that most of the franchise
owners were Arabs stopped this uprising. Eventually, consumers took a liking for the food. Local
and new Arabian brands also entered the industry due to the lucrative nature of markets. It
further flourished in Lebanon, Bahrain, Egypt, Turkey, Qatar and Saudi Arabia. Huge population
and high percentage of foreign immigrants and tourists fueled the growth. KFC, McDonald’s,
Pizza Hut, Domino’s, Hardeez, House of Donuts, Al Tazaj and Hot Brands are some of the
popular fast food brands. Burger King hit Dubai-residents with its Halal bottom-line. TNS Study
of 2004 reveals that the fast food service in Egypt and other Middle-eastern nations provides
home or office delivery options.
An investigation by Vignali and Ibrahim (2005) into the consumer behavior towards
International fast food restaurants in Egypt brought to light the fact that such decisions take the
traditional route of belief-attitude-behaviour and the factors influencing them include
demographic aspects, brand image of the restaurant, significance that a particular consumer
attaches to the option of eating outside their homes, their knowledge about global trends in this
aspect and their idea of localizing the international cuisine. Fast food joints are considered as
safe and social spaces by the Egyptians and this affects their frequency of visits.
Mangosi (2005) assessed the demographic profiles of fast food patrons in Egypt to be that
of middle income, educated people, who have been to other countries and their idea of eating-out
is socializing with kith and kin. It is also perceived as a means of relaxation on a holiday. The
urbanization of consumer lifestyles and openness of the future generations to try out variety are
the factors that are compelling the advancement of the fast food sector. Restriction norms on
women are also undergoing slight relaxation as there is an increasing percentage of them
11 working outside their homes. They are given the liberty to choose their way of eating-out or
spending free time at a fast food outlet. He also says that Egyptian consumers are conscious of
the health facts of these fast foods, but seek out for them both in case of eating at the restaurant
itself or take away because of the taste, convenience, low cost and quick delivery. Fast food as a
western or American trend is highly appreciated by the teenagers and is considered a status
symbol by elders too. Quick service restaurants are given priority over other eating-out options
because the latter are expensive and the consumers face dearth of time to dine in detail.
Market analysis report of International Markets Bureau of Agriculture and Agi-Food
Service of Canada (2010)conducted a study on the fast food consumer behaviours in United Arab
Emirates. It revealed the findings that having meals outside their homes is an important part of
their lives, especially during the Ramadan fasts.Quick service restaurant industry flourishes on
the effervescent lifestyles of the population who love to eat, shop and tour the places around.
The composition of the population in UAE is heterogeneous and expatriates from various
foreign nations form a large proportion of the population. This indicates that the tastes of
consumers from various regions are different and each of the groups have a special craving for
their national cuisine, while eating-out. Customers find the family segments of restaurants highly
appealing, drive-through option and round the clock availability to facilitate late munching to
escape the heat, that some of the fast food outlets provide, in order to cater to the customer
attitudes, culture and interests (International Markets Bureau, 2010).
This report also highlights the fact that health risks to the population of these countries
are manifold, ranging from obesity, diabetes and their food habits including taste for fried foods
and saturated fats. Fast foods are found to be furthering these risk factors. Portion control is
advised for the patrons. The consumer choice of fast food in more than 60 percent of the cases, is
also found to be inspired by the nutritional labeling on the package. Islamic customers favor
Halal-labeled food products, as it caters to their religious sentiments. Non-Islamic counterparts
are following suite in order to guarantee hygiene and food safety (International Markets Bureau,
2010).
It can be inferred from all these studies that social, cultural, personal and health
considerations certainly influence the fast food buying and consumption behaviors of customers
around the world. This investigation specifically attempts to address the same in case of Qatar,
taking cues from the above summarized research (International Markets Bureau, 2010).
Bahadoran et al. (2012) investigated into the health risks associated with fast foods in
Iran and noted that the more they are consumed, the more the risk of falling prey to heart
problems. This also has negative effects on general food intake. In Arab-speaking nations,
Badran and Laher (2011) enquired the reasons for increasing prevalence of obesity, especially in
adult women. Economic development opened up these countries to new possibilities such as fast
food, but lack of activity and frequent consumption of fast food made the people more vulnerable
to moving towards being overweight.
It can be inferred from all these studies that social, cultural, personal and health
considerations certainly influence the fast food buying and consumption behaviors of customers
12 around the world. This investigation specifically attempts to address the same in Qatar, taking
cues from the above summarized research.
4. Research Methodology
This particular study aims to investigate the consumer behavior towards fast food in
Qatar and the factors influencing their buying decision. Having understood the findings and
implications of various studies conducted by the social scientists and public health experts in
various countries around the world, a methodology is designed to undertake a systematic
research into the subject, taking an integrated approach, with the backdrop of the heterogeneity
among the population of Qatar.
a. Research Questions and Hypotheses
This research attempts to answer the following question:
What are the factors that influence the fast food consumption behaviors of customers of
Qatar?
In order to answer the question, the following hypotheses are tested.
Hypothesis 1: Demographic variables such as gender, age, education, marital status, foreign
nationality and presence of children in the family impact the frequency of fast food
consumption of people of Qatar (French et al., 2001), preference for fast food (Fanning,
Marsh &Stiegert, 2005) and choice of fast food restaurant (Susan, 1992).
The questions in the questionnaire that address this hypothesis is:
‘How many times in a month do you have fast food?’
‘Rank the attributes that allow you choose a particular fast food restaurant’
‘Why do you prefer to eat fast food?’
‘Which is your favorite fast food?’
‘Which of these is your general choice of fast food restaurants’
Hypothesis 2: Inertness to consume fast food is a function of cultural influences and health
consciousness (Zerial, 2006 &McPhail, 2011).
The questions in the questionnaire that address this hypothesis are:
‘If you ‘Never’ have fast food, why?’
Hypothesis 3: Lifestyle variables like hectic working hours and staying away from family have a
bearing on the frequency of visits to the fast food restaurants (Fanning, Marsh &Stiegert,
2005).
The questions in the questionnaire that address this hypothesis are:
13 ‘How many times in a month do you have fast food?’
‘Why do you prefer to eat fast food?’
Hypothesis 4: Social factors like family, friends and reference groups influence the decision to
frequent a fast food restaurant and the menu items the consumers prefer (Khan, 2007).
The questions in the questionnaire that address this hypothesis are:
‘Rank the attributes that allow you choose a particular fast food restaurant’
‘Rank these attributes of the restaurant in the order of your preference’
‘How do you choose the menu?’
Hypothesis 5: Nationality, a cultural factor affects the consumption rate and preference for fast
food (McPhail, 2011).
The questions in the questionnaire that address this hypothesis are:
How many times in a month do you have fast food?’
‘Why do you prefer to eat fast food?’
‘Is your family with you in Qatar?’
Hypothesis 6: Other cultural factors such as availability of separate family section affect the
decision on the choice of fast food restaurant (International Markets Bureau, 2010)
The questions in the questionnaire that address this hypothesis are:
‘Rank these attributes of the restaurant in the order of your preference’
Hypothesis 7: The reason for preferring fast food and the timing of consumption at the
restaurant are mutually dependent (Farhana& Islam, 2011).
The questions in the questionnaire that address this hypothesis are:
‘Why do you prefer to eat fast food?’
‘If during the weekdays, at which time do you eat? ‘
Hypothesis 8: Convenience, price, access, restaurant attributes, its brand image and taste are the
other variables that influence the decision on the choice of fast food restaurant (Vignali&
Ibrahim, 2005).
The questions in the questionnaire that address this hypothesis are:
‘Rank the attributes that allow you choose a particular fast food restaurant’
‘Rank these attributes of the restaurant in the order of your preference’
Hypothesis 9: Beliefs and intentions of the consumer also influence his inclination to fast food.
(Wood & Neal, 2009 ;Vignali& Ibrahim, 2005).
The questions in the questionnaire that address this hypothesis are:
14 ‘Do you consider that eating at fast food restaurants would influence your image among family,
friends and colleagues?’
‘Do you intend to visit a fast food restaurant in next 2 weeks?’
Hypothesis 10: Health considerations influence the decision on the menu items
(Chandon&Wansink, 2007)
The questions in the questionnaire that address this hypothesis are:
‘How do you choose the menu?’
Hypothesis 11: Awareness of health implications do not influence the decision on influence the
preference for fast food (Mangosi, 2005)
The questions in the questionnaire that address this hypothesis are:
‘Rank the attributes that allow you choose a particular fast food restaurant
‘How do you choose the menu?’
‘
Hypothesis 12: Access to knowledge and information about fast food influences its consumption
behavior (Dhar&Baylis, 2009)
The questions in the questionnaire that address this hypothesis are:
‘How do you learn about the new fast food restaurants, additions to their menus, offers, discounts and
other information about them?’
Hypothesis 13: Price, taste, family and peer preferences and the enthusiasm to try out new
dishes bythe consumers are the factors that affect the choice of fast food items they consume
(Glanz et al., 1998)
The questions in the questionnaire that address this hypothesis are:
‘How do you choose the menu?’
Hypothesis 14: Accessibility, convenience and quick service are the factors that are important
determinants in fast food consumption (Anderson & He, 1999)
The questions in the questionnaire that address this hypothesis are:
‘Why do you prefer to eat fast food?’
b. Research Method and Design
Qualitative research is conducted to assess the relationship between abstract variables of
consumer behavior and the factors affecting it. The analysis is based on consumer responses,
which are words and phrases. These responses are further standardized on rating and
measurement scales for performing statistical analysis, so that the inferences from the sample
study might be generalized over larger population. For this, quantitative research method is
15 utilized. Thus, this particular study uses a combination of qualitative and quantitative research to
evaluate the relationship between the variables, by testing certain proposed hypotheses.
Descriptive research design is employed to accomplish the study. This investigation aims
to understand and describe the various facets of consumer behavior towards fast food
consumption in Qatar. It is a mode of conclusive research, where the hypotheses, research
process, sampling and analysis procedures are pre-planned to a large extent. Therefore, the
choice of research design is justified.
The study is based on primary data collected from the consumers directly, using a
structured questionnaire with close-ended questions. Demographic information of the consumers
is collected in the opening questions, followed by those related to preference, meal and
frequency of consuming fast food. Social, cultural and other factors which motivate the choice of
fast food restaurant are ranked in the next section. On similar lines, questions connected to the
factors influencing the inclination to fast food and the menu selection is posed in the last section
of the form. The questions are framed in simple English, keeping in mind the multi-cultural
origin of respondents. This also relieves the respondents from the need for any further
interpretation of questions asked.
c. Sampling
The general population for this study is directed into two groups, using the convenience
sample. This method allows easy access to different nationalities in Qatar and gathers the
opinion of the targeted population. The first one is the students of QatarUniversity. This group
sees that the chief patrons of fast food chains, the younger generation are represented in the
sample. The second one is the group that consists of employees from Barwa Company. These
employees are from different nationalities. This combination of sample adequately captures the
culturally diversity of the Qatar society. Questionnaires are given to the 120 respondents, who
are above 18years, by emails. This allows the respondents to answer the questions at their own
convenience.
5. Analysis
The various facets of the consumer behavior towards fast food consumption in Qatar are
described in the literature review. A ground plan for the study and the data collection aspects are
tackled by the methodology and the questionnaire development sections. Having covered these,
an analysis of the collected data is undertaken in the following sections. This analysis considers
the various influences on consumer behavior such as demographic, psychological, social and
self-factors, observes the correlation between these variables and tests the validity of each of the
proposed hypotheses.
a. The Profile of Sample Respondents
The questionnaire on consumer behavior was administered to 120 respondents. The
profiles of the respondents are shown in table 3. The sample acknowledges the different
demographic groups. 53 percent of the sample is male and the rest are female, belonging to the
marital status of married, single and others. The respondents belong to different age groups and
16 their minimum educational qualification starts with high school. The heterogeneity in the
nationalities of the population is reflected in the sample too, by the inclusion of those from Asia,
Europe, USA and Australia, along with the Qataris. Government as well as Private sector
employees, businessmen, housewives, unemployed and people belonging to other occupations
find a place in the sample, making it more representative of the population.
Table 3: Profile of Sample Respondents
Demographic Factors
Gender
Age
Education
Nationality
Occupation
Marital Status
Total
Percent
Male
64
53.3
Female
56
46.7
18-30 years
75
62.5
31-40 years
30
25.0
41-60 years
15
12.5
High School
14
11.7
Graduation
65
54.2
Post-Graduation
33
27.5
PhD/Professional
8
6.7
African
1
0.8
Asian
21
17.5
European
7
5.8
Arab
90
75.0
American
1
0.8
Government
Service
44
36.7
Private Service
31
25.8
Business
10
8.3
Student
18
15.0
Housewife
7
5.8
Unemployed
2
1.7
Others
8
6.7
Single
61
50.8
Married
55
45.8
17 Others
4
3.3
b. Chi‐SquareTest
Chi-square test is performed to establish the independence of variables. Null hypothesis
assumes that there is no significant association among the identified variables. Alternate
hypothesis says that there is statistically significant association among the identified variables.
Cross-tabulation of the two variables in question is taken. Expected frequencies(exp) are
calculated using the formula
Expected frequency = (row total*column total)/grand total
Chi-square statistic is calculated using the formula
2
χ² =Sum of ((Expected value - Observed value) /Expected value)
Degrees of freedom(df) = (Number of rows - 1)(Number of columns - 1)
Level of significance, alpha, is assumed to be 0.05
Table value of chi-square for the assumed alpha level at the given degrees of freedom is noted
for the two-tailed test.If the calculated chi-square falls within the critical limit of table chisquare, the null hypothesis is accepted, i.e., no significant association occurs between the two
variables.If the calculated chi-square falls outside the critical limit of table chi-square, the null
hypothesis is rejected, i.e., significant association occurs between the two variables.
c. Hypothesis Testing
The hypotheses proposed in the methodology section are tested using various statistical tests.
The association of variables is tested using Chi-square test and the significance of attributes is
revealed using factor analysis. The exact calculated chi-square values and the comparision with
table values, as against the given significance level and degrees of freedom are given in the
respective tables of the appendix.
d. Demographic and Psychological Variables Versus Fast food Consumption:
Of the total sample of 120 respondents, 15.8 percent never eat fast food, 49.1 percent have it
at least once a week, 26.7 percent consume it 2-3 times every week and the rest have it more than
three times (table 1 of appendix). In order to clearly understand the relationship or association
among the various demographic characteristics including, gender, age group, occupation,
education, nationality and marital status and that of the frequency of visiting a fast food joint,
chi-square test for independence of variables is conducted.
The relationship of various demographic characteristics with the fast food consumption
behaviors are established using this chi-square test. The table 1 of appendix depicts the details. In
most of the cases, the fast food consumption behavior is independent of the demographic
characteristics of the respondents. The demographic characteristics are tested for the association
with frequency of visiting a fast food restaurant. The results of the tests are elaborated further
under each of the demographic bases (gender, age, education, nationality, occupation and marital
status) in the following sub-sections.
18 i.
Gender
Eighty nine percent of the men and 78.5 percent of the women, who together form about 85
percent of the sample, have fast food with varying frequency and only 15 percent (19 of the 120)
never have it (Table 2 of appendix). It is interesting to observe that 49 percent of the patrons of
fast food have it once a week. This reflects that fast food has good penetration rate and
reachability in Qatar. However, the chi-square test does not show any significant relation among
the sex of the respondents and their rate of fast food consumption (Table 1 of appendix).
Gender and the mode of having fast food are mutually related, as per the chi-square test
(table 5 of appendix). The responses generated are only 116 of the 120. Males like to take away
(35 percent) or dine-in (31 percent) and the female counterparts of the respondents opt for takeaway(41 percent), in-house/office delivery (25 percent) or drive-thru (19.6 percent), as against
the dine-in option.
The choice of fast food restaurant is significantly related to the gender of the respondents.
Men and women choose the restaurant depending on their mood, their favorite dishes or the
nearness of the outlet to their place. Location of the restaurant and accessibility round the clock
are the next priorities for men. Preferences of children and availability of healthy choices help
women choose a fast food restaurant. Both the groups are not price sensitive as it is rated the
least by them (table 4 of appendix).
McDonalds and KFC are the most favored fast food restaurants among the sample. There is
no statistically recognizable association between gender of the respondent and their favorite fast
food restaurant (table 21 of appendix). But, the gender and the favorite fast food of the
respondents are found to be mutually associated (table 3 of appendix). Men predominantly prefer
McDonalds (29 percent) and KFC (17 percent) and the women opt for Subway (19 percent) and
McDonalds (17 percent). Hardees (13 percent), Burger King (6 percent) and Pizza Hut (6
percent) are the other top-chosen ones.
The question on the favorite fast food is answered by only 116 of the 120 respondents.
Burgers (42.5 percent) and sandwiches (26 percent) are the hottest variety of fast foods among
both the sexes in the sample. Next to them, pizzas are preferred by 10.7 percent of the women
and 9.8 percent of the men like to eat meat dishes, when they visit a fast food restaurant.
When asked about their intention to visit a fast food restaurant in the next 2 weeks, 4 of the
120 have never responded, while 66 percent of the rest wanted to do so. 77.7 percent of the male
respondents gave a positive response, while only 54 percent of the females wanted to do that.
Both of them intend to enjoy during their outing (table 17 and 18 of appendix).
ii.
Age
Though the chi-square statistic for the sample data falls within the critical limit while
observing the independence of age groups and the frequency of fast food consumption, the crosstabulation reveals exciting facts. More than 80 percent of the sample belonging to the various age
groups eats fast food at least once a week. One-quarter of the section of sample in the age group
of 18-30 years enjoy such food 2-3 times a week. 10 percent of the total sample show a high-rate
of consumption, i.e., they have fast food more than three times a week, of which 90 percent are
30 years old or younger than that (Table 1 of appendix). Taking into consideration the various
19 options through which the respondents can have fast food, all the age groups give take-away
(38.7 percent of 18-30 years, 36 percent of those in 30s and 40 percent of respondents in 41-60
years age group) option the top rank. Dining-in is the next choice (table 6 of appendix).
The age group to which the respondent belongs and the attributes that they give precedence
while selecting a fast food restaurant are significantly related according to the chi-square test.
Respondent’s mood, proximity and availability of favorite dish are top-rated by 18-30 year olds
as well as those in 31-40 year age bracket. Price and peer suggestions are of least importance to
the former while price and cuisine are ranked low by the latter. Locality, proximity and
nutritional aspects carry high weightage for the respondents in 41-60 years age group and the
cuisine and their mood carry least priority (table 4 of appendix).
Coming to the favorite fast food restaurant, the variable is significantly related to the age
group, as per the chi-square test (table 22 of appendix). McDonalds (30 percent), Hardees (16
percent), KFC (14 percent) and Subway (12 percent) are liked by 18-30 year olds (table 15 of
appendix). Burgers (52 percent) and sandwiches (24 percent) are their favorite fast foods.
Subway (30 percent), McDonalds (16.7 percent), KFC (13 percent), Hardees (10 percent) and
Pizza Hut (10 percent) are preferred by respondents in the age group of 31-40 years, with
sandwiches (33 percent), burgers (26.7 percent) and meat dishes (23 percent) as their favorites.
41-60 year old respondents enjoy eating at Pizza Hut (26.7 percent) and KFC (20 percent).
Burgers, pizzas and sandwiches each are preferred by 26.7 percent of these respondents (table 3
of appendix).
More than 60 percent of the respondents belonging to various age groups aim to have a meal
from a fast food restaurant in the next two weeks, though 42.9 percent of the sample in 18-30
years age group feels that there is nothing exciting about the visit and 40 percent would like to
enjoy while at QSR (table 17 and 18 of appendix). The same case is true with respondents
belonging to other age groups.
iii.
Education
While counting on the educational qualifications of the fast food patrons among sample, the
variable has no significant association with the consumption regularity. 53 percent of the
graduates and 45 percent of post-graduates consume the convenience food once every week
(table 1 of appendix).
Education and method of having fast food are independent variables, as the chi-square value
falls within the critical table value in this aspect. High-school qualified respondents prefer takeaway and home-delivery equally (28.6 percent each), while take-away is chosen by more than 40
percent of the graduates and 36 percent of post-graduates. Half of the PhD and professionally
educated respondents go with dine-in option (table 7 of appendix).
High-school qualified respondents and post-graduates select their fast food restaurant on the
basis of their mood and price. Locality and proximity come next. Mood and locality are the
considerations for graduates, while preferences of children occupy the top spot for the
professionals and doctorate holders (table 4 of appendix).
20 Burgers and sandwiches are the choices of high school qualified, graduate, and post-graduate
and PhD or professional respondents. 21 percent of post-graduates also look forward to having
meat and 15 percent for pizzas, when they visit fast food restaurant (table 3 of appendix).
McDonalds (28.6 percent) and Hardees (28.6 percent) are the QSRs for which high school
qualified respondents vote, while graduates, post-graduates and professionals vote for
McDonalds, KFC and Subway (table 23 of appendix).
23 percent of the high-school qualified respondents, 39 percent of the graduates, 25 percent
of the post-graduates and 42 percent of professionally qualified respondents do not intend to visit
a fast food response in the near future, as the experience seems not to excite them and one of
them even felt it to be boring (table 17 and 18 of appendix).
iv.
Nationality
Qatar being a nation dominated by immigrants from various nationalities, it is surprising to
note that there is no significant association among the country to which the respondent belongs
to and his fast food consumption rate and this statement of hypothesis 5 is rejected. Half of the
Arabs among the sample have fast food once a week and more than 40 percent of the Asians and
Europeans also do so. The only American in the sample never eats fast food at all, while the only
African has it only once a week. Roughly, 18 percent of the Asians and 8 percent of the Arabs do
not mind eating fast food more than 3 times a week (table 1 of appendix). All the Africans and
42.9 percent of Asians would like to eat at the fast food restaurant itself. Europeans and Arabs
prefer take away and home delivery alternatives (table 8 of appendix).
African respondents choose their QSR on the basis of availability of healthy choices and
inclinations of their children. Locality, mood and closeness of the restaurant help Asians decide
on which fast food joint to visit, while favorite dish and locality are the considerations of
Europeans. Mood, favorite dish and nearness are given due consideration while selecting a
restaurant by Arabs. Attitude and round the clock availability are the attributes that allow
Americans look forward while going to a QSR (table 4 of appendix).
Nationality is significantly associated with the favorite fast food restaurant and favorite fast
food of the respondents (table 3 and 24 of appendix). The only African in the sample frequents
Nandos. KFC and subway are ranked first and second by Asians respectively. Arabs ranked them
in the reverse order, i.e., second and first respectively. Equal percentages of Europeans (14.3
percent each) choose McDonalds, Hardees, Subway and Pizza Hut. Burgers, sandwiches and
pizzas are graded in the same order by Arabs. The first preference of Asians are meat dishes (33
percent), followed by sandwiches and burgers (23.8 percent each). All the above mentioned fast
foods go well with the European patrons.
70 percent of the Asians, one-third of the Arabs and 57 percent of the European respondents
would like to visit a fast food restaurant in the next 2 weeks. 44 percent of the Arabs feel no
excitement about their intention, while the same proportion of Asians see it as an enjoyable
experience (table 18 of appendix).
v.
Occupation
Fast food consumption frequency and the occupation of the respondents are mutually
dependent variables, as they show statistically significant association as per the chi-square test.
21 While the calculated value is 32.896, the table value is found to be 31.5 at 0.05 significance level
and 18 degrees of freedom(table 1 of appendix).
Fast food is a means of diet for 50 percent of the business people and those belonging to
other occupations once a week. Even the unemployed (100 percent) and students (94 percent)
have fast food. It has been noticed that equal percentages (43%) of housewives never have such
food items or have it at least once a week (table 1 of appendix). They show a minimum rate of
consumption.
Favorite dish and the interests of kids help the government servants to choose a QSR, while
private employees’ selection is dictated by their mood first and then by children. Kids are given
top priority by businessmen, housewives, respondents from other occupations and even students,
followed by the Qatari cuisine availability. Unemployed respondents choose for QSRs which are
near their place (table 4 of appendix).
McDonalds stands out as a champion among fast food restaurants for government servants
(10%), private employees (19%), businessmen (30%) and students (33%) (table 25 of appendix).
Along with this, KFC, Hardees and Subway are the other favorites among private employees and
housewives. Burgers and sandwiches are the most preferred fast food items across the
respondents of all occupations, including housewives (table 3 of appendix). Packing the fast food
and having it at their convenience, i.e., take-away, is the option preferred by the respondents
from every occupation. Drive-thru is the next feasible option. Public and private employees, as
well as students like to eat at the restaurant or get it delivered to their location (table 9 of
appendix).
More than 60 percent of the respondents belonging to various occupations, except
housewives and unemployed expressed their desire to visit a fast food restaurant. While
businessmen and students see it as an opportunity to enjoy, more than 45 percent of private and
government servants assign no amount of excitement to this visit (table 18 of appendix).
vi.
Marital Status
Marital status of the respondents is found to be independent of their rate of fast food
consumption. Respondents who are single seem to have a high appetite fast foods, as at least 85
percent of them have fast food weekly and 80 percent of those munching fast food more than 3
times a week belong to this status (table 1 of appendix).
Personal moods and the inclinations of children influence the single and married respondents,
while choosing on which restaurant to visit. Availability of healthy choices and proximity of the
restaurant are given high importance by the rest of the respondents (table 4 of appendix).
Notable relationship exists between the marital status of respondents and their favorite fast
food. While burgers (54%) and sandwiches (23%) are loved by respondents who are not into a
relationship and those married (32% and 27%) (table 3 of appendix). McDonalds (29.5%),
Hardees (18%) and KFC (16%) are liked by single respondents. Married ones like McDonalds
(18%), Subway (16%), KFC (14%) and Pizza Hut (14%) (table 26 of appendix).
Marital status and mode of having fast food are found to be significantly associated with each
other, as per the calculated chi-square statistic for independence (table 10 of appendix). Married
22 (49.1%) and single (29.5%) respondents like to take-away, while 75 percent of other respondents
like to dine-in. Their second choices are dine-in, drive-thru and take-away respectively.
Respondents with children and those without them behave the same way in this respect (table 13
of appendix).
More than 65 percent of married as well as single respondents would like to visit a fast food
restaurant in the next fortnight and majority of them want to enjoy the experience. The idea of
excitement in the visit is lacking in 40 percent of the total respondents. Among the sample with
children, 56 percent are excited and 54 percent of them without kids see it as nothing exciting
(table 18 of appendix).
Amongst the married , 43 respondents have children. However, those with children seem to
be having the same fast food consumption behavior as those without them (table 1 of appendix).
Chi-square test supports this by revealing the absence of association. While convenience and
change from routine are the universal motives behind crunching fast food, respondents with
children seek out for family time and meeting up with their friends(25 percent of them) while
visiting a fast food chain(table 2 of appendix). Preferences of children are ranked fifth among the
various available options, while choosing a fast food restaurant, by the married respondents with
kids (table 4 of appendix).
e. ‘The Non-Fast Food Consumers’
About 15.8 percent of the respondents don’t have fast food frequently or never have it at all.
58 percent of them opt for other restaurants which do not offer fast food, while 32 percent don’t
like it for health reasons. 85 percent of the males form the first category, while 41 percent each
of the females went with each of these choices. 10 percent of this category of respondents has
fast food infrequently, though not regularly. Of the 19 persons who never have fast food, 13 are
graduates and 3 each are post-graduates and high-school qualified people (table 11 of appendix).
Figure 3: Reasons for Not Having Fast Food
10%
32%
Not Healthy
Prefer Non‐fast food
restaurants
Others
58%
There is a difference in the reasons behind not having fast foods based on the age groups.
Majority of 18-30 year olds (69 percent) go to other detailed service restaurants and respondents
in their 30s appear to be health conscious. Sample in the 41-60 year age group attribute both
23 reasons equally for not opting for fast food. The figure 3 gives the donut of various reasons
assigned to the non-preference of fast food.
More than 60 percent of graduates and post-graduates generally frequent non-fast food
restaurants, while the high-school qualifiers assign unhealthy nature of fast food to not having it.
80 percent of those respondents who are against fast food are Arabs and 10 percent of them are
Europeans. Whether married or single, more than half of the respondents who never have fast
food prefer other restaurants who serve detailed menu. Unexpectedly, culture has never been an
influential factor in negating fast food intake for any of these respondents. Thus, the proposition
of hypothesis 2, that health is a reason for refraining from fast food is true and the proposition
assigning culture as a reason is rejected.
It is interesting to observe that 22 percent of them have an intention to visit a fast food
restaurant in the near future. This indicates that the fast food fever is soon catching up with its
strong opponents too.
Lifestyle, Self and Social Factors
When the consumers were asked about the various reasons for preferring fast food, the social
and lifestyle influences that have led them to the fast food joints surfaced up. Since more than
one reason is assigned by each of them, multiple responses were gathered, which totaled up to
181. The mill of the grind diet and routine meals have bored 29 percent of them and motivated
them to seek some change by having fast food.
The ‘fast’ factor in fast food, i.e., their quick and convenient service in various formats such
as drive-thru, attracted 21 percent of the respondents (table 2 of appendix). Consequently, the
statement made by hypothesis 14 is accepted. Visiting a fast food is a way of reconnecting with
the friends and family for 17 percent of the sample. 7 percent indulge in these foods during
special occasions. The fast food diet also suits the chaotic work routines, job stress and time
limitations of another 7 percent of the respondents. The cheap and inexpensive alternatives that
the fast food restaurants offer to the customers have hit the right chord for 5 percent of the
sample. Proximity of QSR and family and peer pressure force enable 6 percent and 5 percent of
the respondents respectively to choose such food. So, the hypothesis (hypothesis 4) that family
and peer pressure makes the consumers go to fast food restaurant is only true for 5 percent of the
respondents and the hypothesis is rejected. The accessibility of fast food restaurant as one such
outlet is near their place, is the reason for preferring this relatively unhealthy diet by only 6
percent of the respondents. So, the statement in this regard, made by hypothesis 14 is rejected.
Considering the reasons for the preference, males and females seem to be same more or less.
The variables gender and reasons for preference variables are independent. They eat at fast food
joints to step away from their routine, enjoy the meal with friends and family and for the
convenience of fast service. Men seem to succumb to peer pressure (7 percent of them) while
opting for fast food (table 2 of appendix).
As per the usual expectations and ideology, the 18-30 year old respondents do so to take time
out with their friends as well as family, eat something different and the quick service attribute
that truly caters to their restless and on the move lifestyles. Economy is also a consideration for
24 this age group. Having different food and enjoying family time also appeal to the other age
groups, but the respondents in their 30s prefer to have fast food during special occasions, both
officially and personally (table 2 of appendix).
Enjoying food with family, hectic work schedules and changes from routine are the
stimulating factors for the respondents who are graduates and post graduates. Professionals and
doctorate holders certainly want to have diverse cuisine when they are at fast food joints (table 2
of appendix).
Change, quick meals, proximity of the restaurant and spending time with the near and dear,
especially during special occasions, are the motives behind going to a fast food restaurant, for the
respondents of any nationality. Quick service restaurants provide adequate food at inexpensive
prices. This is a consideration for about 12 percent of Asians and 5 percent of the total sample.
There is found to be no significant association between nationality and the reasons for preferring
fast food, as per the results of chi-square test. So, this statement made by hypothesis 5 is rejected
(table 2 of appendix).
Whether married, single or other respondents, breaking the boredom of routine food,
convenience of QSRs and social time are their reasons for frequenting them. Economy is a
concern of 7 percent of married respondents. Long working hours of 7 percent of single
respondents lead them to a fast food restaurant (table 2 of appendix).
Public as well as private employees look out for the break or change that fast food provides
and quick service is the factor that attracts the students to such chains. The former also do so to
imitate their friends’ behavior (14 percent of respondents). The respondents from any occupation
hope to enjoy food with family and friends while visiting a convenience food store. The work
pressure on private employees drives them to the nearest fast food restaurant to satisfy their
hunger at a nearby joint and low-priced food is their other concern (table 2 of appendix).
While the methodology proposes a hypothesis (hypothesis 3) that long working hours and
frequency of visiting a fast food restaurant are mutually related. However, the chi-square test
brought out a different picture. It is a concern of only 5 percent of the respondents. The test
resulted in a statistic of 1.61. When it is compared to the two-tailed table value of 9.348 at 3
degrees of freedom and alpha level of 0.05, the test result falls within the critical limit and the
null hypothesis of independence of variables is accepted (table 12 of appendix).
The lifestyle resulting from the stay in Qatar without family, which is of a very common
occurrence in Qatar, is proposed to be materialistic in the frequent visits to fast food centers
(table 13 of appendix). But, the statistical analysis poses a different image. Only 7 percent of the
respondents do not have their family with them in Qatar. Of these, 55 percent have fast food only
once a week. The visit is mainly intended to break their boredom (27 percent of them). This is
completely understandable, even in case their family is in Qatar, as change is sought universally.
They are not dependent on the fast food restaurants for their diet to a large extent as there is
hardly anyone of them who eat fasr food more than 3 times a week. The chi-square test dictates
that there is no significant association between these two variables, i.e., absence of family in
Qatar and frequency of having fast food, as it is the unease of less than 1 percent of the
respondents. The proposition of hypothesis 3 about staying away from family increasing the
tendency towards fast food is rejected.
25 Social factors such as friends and reference groups are proposed to have an influence on the
frequency of visiting a fast food restaurant. However, chi-square test negates the notion. There is
no statistically significant relation between the two variables. Only 12 percent of the respondents
are affected by their friends in this aspect. Even in case of the choice of menu, family and friends
are thought to be bending their inclinations. But, there is no significant statistical relation among
these variables, as chi-square test result falls within the critical value (table 14 of appendix).
Observing the timing of the visit to fast food restaurants, the responses are classified as those
during weekends, during working hours of weekdays and after working hours of weekdays. 4 of
them have not responded, making the total responses 177. The reason for the visit and the timing
are not mutually related and there is no statistical significance to their relationship and
hypothesis 7 is rejected. The visits during weekend are intended to relieve them from the
monotony that routine has set in for 30 percent of the respondents, while family and social time
appeal 20 percent of them. Even after working hours of weekdays, respondents go to fast food
restaurant for the same reasons (Table 15 of appendix).
It is surprising to note that tight work schedules also influence the weekend fast food
munching behavior, as 7 percent of the respondents mentioned it as a reason. Quick service is a
point of consideration for 16 percent of the weekend fast food mongers. This same intention
attracts 46 percent of those visiting fast food restaurants while at work and during office hours.
The craving for social time and special functions lead 11 and 7 percent of the respondents
respectively to the fast food joints on weekdays, after work.
When questioned about their thoughtfulness on the health implications of fast food, 105 of
them had a clear understanding, while 9 respondents did not have any idea and 6 of them never
responded. But for the understanding, only 15 percent of the 105 refrain from unhealthy food.
Half of them visit a joint at least once a week and 8 percent of these respondents munch on this
food more than 3 times a week. Those respondents who don’t mind the repercussions of fast food
on their health also have a similar trend, as 89 percent of them visit a fast food restaurant weekly.
Thus, there is no statistical association between the idea of health implications and frequency of
fast food restaurant visit among the respondents (table 19 of appendix). So, the statement in this
regard made by hypothesis 11 is rejected. However, the factor analysis shows that health
considerations bear a correlation value of 0.617 on personal and suitability factor that is
important for the consumers in choosing the fast food restaurant.
There appears to be significant association between the frequency of visit and the customer
intention for the future visit, as the results of chi-square test predict so. Thus, the statement made
by hypothesis 9 is accepted. Only 116 responses on this aspect were generated. Of the
respondents who visit fast food restaurants once a week, 46 percent expressed a plan to continue
the habit into the near future. 93 percent of those visiting 2-3 times and 88 percent of them
frequenting fast food chains more than 3 times a week aim to do so in the next 2 weeks too.
Thus, fast food munching seems to be a habitual behavior (table 17 and 18 of appendix).
One of the questions in the schedule asked whether the public image of the respondents
would be affected by their consumption of fast food, 6 of them did not respond. 31.6 percent
thought so, while 78.4 percent don’t think so. There exists no relationship between the above
mentioned variables, as per the chi-square test. So, the statement relating to such a relationship in
hypothesis 9 is rejected. But for the high stakes some respondents attach to their image with fast
26 food eating habit, 50 percent have it once a week, 25 percent have it 2-3 times a week and 8
percent have it more often. Only 16 percent of them don’t eat fast food at all (table 16 of
appendix).
The source of information about fast food, QSRs and their offer-related information is
obtained from friends and family for 40 percent of the respondents, mass media such as
television and newspaper for 32 percent, internet, restaurant websites etc for 15 percent and
banners and pamphlets for the rest. This is a multiple response answer and the total responses
collected are 179. The effect of this source on the frequency of visit is found to be insignificant
statistically and hypothesis 12 is rejected. But for gathering the information from various media,
11 percent of the respondents never have fast food (table 20 of appendix).
f.
Restaurant Attributes and Menu Choice
Factor analysis is conducted in order to reveal the precedence of ranked attributes. These are
the attributes of the restaurant and the convenience factors that influence the consumer decision
making in choosing a fast food restaurant.
FactorAnalysisforDecisionMakingonFastFoodRestaurantChoice
Factor analysis is a multi-step procedure. The first step is to formulate a problem. The
objective presently is to seek the underlying factors that consumers consider while deciding on
which fast food restaurant to visit. The consumers were asked to rank the factors under this
question from 1 to 12.
A1
Based on my Mood
A2
Based on the Price
A3
Locality (in a mall/cinema/park/beach)
A4
Favorite Dish
A5
Proximity to my place
A6
Payment Convenience
A7
Local Cuisine Availability
A8
Home Cuisine Availability
A9
Availability of Healthy Choices
A10
Preferences of Children
A11
Friends' Suggestions
A12
Open for Long Hours/Round the clock
Second step is to construct a correlation matrix. The table 5 below shows the correlation
matrix.
Table 5: Correlation Matrix
A1
A2
A1
1
A2
0.1
A3
A4
A5
A6
A8
A9
A10
A11
A12
0.1 0.56 0.65 0.55 0.27 0.25 0.27 0.49 0.28 0.44 0.55
1 0.31 0.25 0.32 0.56 0.31
27 A7
0.4 0.22 0.25 0.28 0.26
A3
0.56 0.31
1 0.47 0.67
A4
0.65 0.25 0.47
A5
0.55 0.32 0.67 0.55
A6
0.27 0.56
A7
0.25 0.31 0.33
A8
0.27
0.4 0.35 0.19 0.49 0.48 0.74
1
0.4 0.37 0.38 0.42
A9
0.49 0.22 0.47 0.53 0.44 0.38 0.46
0.4
1 0.41 0.48 0.47
0.4
1 0.55
0.4 0.33 0.35 0.47 0.35 0.33 0.56
0.4
0.2 0.19 0.53 0.28 0.61 0.52
1 0.55 0.46 0.49 0.44 0.33 0.45 0.74
0.4 0.55
1 0.47 0.48 0.38 0.25 0.43
0.2 0.46 0.47
1 0.74 0.46 0.42 0.34 0.36
A10 0.28 0.25 0.35 0.28 0.33 0.25 0.42 0.37 0.41
1 0.35 0.37
A11 0.44 0.28 0.33 0.61 0.45 0.43 0.34 0.38 0.48 0.35
A12 0.55 0.26 0.56 0.52 0.74
0.5
1 0.57
0.5 0.36 0.42 0.47 0.37 0.57
1
Then, principal component method, which considers the total variance in the data is
employed for factor analysis. This method helps in identifying those attributes that account for
maximum variance in data, i.e., the most influential attributes that affect a factor.
A scree plot is plotted using eigenvalues on y-axis and number of factors on x-axis. Eigen
values are those values used in matrix factorization. It used to determine the number of factors,
by its shape. The number at which the plot starts to trail is considered to be the number of factors
or categories into which the attributes can be classified. The below scree plot shows the number
of factors to be 2. So, 2 factors are important in determining the choice of restaurant for the
customers. These factors need to be named, based on the factors that have high scores along the
given factor.
Figure 4: Scree Plot
28 The factor pattern matrix expresses the attributes in terms of factors and their coefficients or
loaded factors represent the correlation between the attribute and the factor. The table 6 below
shows the factor pattern matrix.This matrix depicts the attributes that are significant under each
factor. But, this factor pattern matrix cannot express the significance of factors completely, as
each factor is correlated with many attributes. So, the matrix is rotated to make it easily
interpretable.
Table 6: Factor Pattern Matrix
Factor
Attribute
1
2
Based on my Mood
.676
-.497
Based on the Price
.492
.455
Locality(in a mall/cinema/park/beach)
.720
-.185
Favorite Dish
.703
-.475
Proximity to my place
.820
-.090
Payment Convenience
.690
.304
Local Cuisine Availability
.640
.528
Home Cuisine Availability
.662
.539
Availability of Healthy Choices
.706
-.105
Preferences of Children
.551
.155
Friends' Suggestions
.698
-.163
Open for Long Hours/Round the clock
.790
-.189
Varimax rotation is used, which is a method of factor rotation that minimizes the number of
attributes with high loadings on a factor. The table 7 below shows the rotated factor pattern
matrix. The original matrix is set to undergo 7 iterations that resulted in the rotated factor pattern
matrix.
Table 7: Rotated Factor Pattern Matrix
Factors
Attributes
Based on my Mood
1
.838
2
.031
Based on the Price
.102
.662
Locality(in a mall/cinema/park/beach)
.679
.303
Favorite Dish
.846
.065
29 Proximity to my place
.698
.440
Payment Convenience
.352
.667
Local Cuisine Availability
.173
.811
Home Cuisine Availability
.183
.834
Availability of Healthy Choices
.618
.357
Preferences of Children
.335
.464
Friends' Suggestions
.648
.307
Open for Long Hours/Round the clock
.736
.343
Interpreting the factors is the final step. Attributes with high coefficients on each factor are
considered to name the factor. On factor 1, the mood of the respondent, his favorite dish and
convenience of round the clock availability have high coefficients. So, this factor might be
named as the personal interests and suitability factor. On factor 2, home and local cuisine
availability are having large coefficients. So, this factor might be named as the cuisine
availability factor. So, the choice of a fast food restaurant is a function of personal interest and
suitability factor and cuisine availability factor. These are the influential factors in deciding on
which QSR to visit.
Availability of healthy choices in the menu is scored 0.618 on personal interest and
suitability factor. So, it is an attribute that does not add much value to consumer decision
making. Thus, the proposition made by Hypothesis 10 under methodology section stands
rejected.
(i)
FactorAnalysisforAttributesWithinARestaurant
The objective of this factor analysis is to clarify on the attributes within a restaurant that
consumers take into consideration in a fast food restaurant. The consumers are asked to rank the
factors under this question from 1 to 9.
A1:
A2:
A3:
A4:
A5:
A6:
A7:
A8:
A9:
The table
attributes
Brand Image
Supportive and Friendly Staff
Ambience and Interiors
Dining Space
Inclusion of Family Section
Menu Items
Taste
Cleanliness
Play Area and Gifts for Children
8 below shows the correlation matrix that reflects the relationship between the
30 Table 8: Correlation
n Matrix
A1
A2
2
A1
A
1
A2
A
0.1
A3
A4
A
A5
A7
A
A8
A9
0.1
0
0.56 0.65 0.55 00.27 0.25 00.27 0.49
1 0.31 0.25 0.32 00.56 0.31
A3
A 0.56 0.3
31
1 0.47 0.67
A4
A 0.65 0.2
25 0.47
1 0.55
A5
A 0.55 0.3
32 0.67 0.55
A6
A 0.27 0.5
56
0.4
A7
A 0.25 0.3
31 0.33
A8
A 0.27
A
A6
0.4 0.22
0.4 0.33 00.35 0.47
0.4
0.2 00.19 0.53
1 00.55 0.46 00.49 0.44
0.4
0
0.55
1 0.47 00.48 0.38
0.2
0
0.46 00.47
1 00.74 0.46
0.4
0
0.35 0.19 0.49 00.48 0.74
1
0.4
A9
A 0.49 0.2
22 0.47 0.53 0.44 00.38 0.46
0.4
1
The scree
s
plot is depicted in below, whicch shows thaat the numbeer of factors that describbe the
atteibutess are 2.
Figu
ure 5: Scree Plot
The
T factor paattern matrix is shown beelow in tablee 9.
Table
T
9: Facctor Pattern
n Matrix
Attributes
Faactors
31 Brand Image
1
0.726
2
0.224
Supportive and Friendly Staff
0.873
-0.04
Ambience and Interiors
0.859
0.126
Dining Space
0.871
0.09
Inclusion of Family Section
0.724
0.336
Menu Items
0.792
-0.327
Taste
0.785
-0.488
0.8
-0.349
0.536
0.678
Cleanliness
Play Area and Gifts for Children
The table 10 below shows the rotated factor pattern matrix.
Table 10: Rotated Factor Pattern Matrix
Factors
Attributes
Brand Image
1
.417
2
.635
Supportive and Friendly Staff
.698
.525
Ambience and Interiors
.581
.645
Dining Space
.614
.624
Inclusion of Family Section
.344
.720
Menu Items
.818
.252
Taste
.916
.125
Cleanliness
.838
.241
Play Area and Gifts for Children
-.019
.864
On factor 1, taste, cleanliness and menu items have high scoring. This factor can be named as
menu and preparation aspects. Play area and gifts for children and inclusion of family section are
graded high on factor 2. This might be named as family considerations factor. So, the menu
preparation and family considerations are the factors within the fast food restaurant that appeal to
the customers of Qatar. So, hypothesis 6, which proposes that inclusion of family section appeals
to the fast food consumers stands valid and is accepted. The hypothesis 8 which assigns huge
importance to convenience, price, access, restaurant attributes, its brand image and taste in
32 attracting the consumers to a fast food restaurant, only taste is found to have the significance.
The rest of the statements in the hypothesis are rejected.
Once the restaurant is decided, the menu and what to eat are chosen based on their mood by
38 percent of the respondents. 22 percent go for their favorite dishes and 15 percent for already
tried out dishes. 10 percent try out new cuisine and health is a consideration for 3 percent of the
sample. All these responses exclude 7 who have not specified the answer. The pie-chart below
(figure 6) shows how the menu choices are made by the respondents. While hypothesis 13
proposes that price, taste, family and peer preferences and the enthusiasm to try out new dishes
bythe consumers are the factors that affect the choice of fast food items they consume; the
analysis reveals that only taste among all these, is given precedence. Hypothesis 4 proposes that family and friends play an important role in choosing the menu.
But, it is true for only 5 percent of the respondents and thus, the hypothesis is rejected.
Figure 6: Influences on Menu Choice
Based on my mood
3.5
Favourite Dish
2.7 2.7
5.3
Already tried and tasted dishes
38.1
10.6
Try out new dishes
Based on friends suggestions
Choose the healthiest available
option
15
Based on preferences of
children
22.1
Based on the price
CollaborationofResultswithOtherStudies
The findings reveal that the employment of the respondent has an effect on the fast food
consumption frequency. This is commensurate with the results of the study conducted by French
et al (2001). But, against the findings of Fanning et al(2005), the present study has found that fast
food consumption frequency is independent of the age and education of the respondents. Susan
(1992) proposed that the choice of the fast food restaurant is independent of the age group, as the
different age groups expressed the same necessary attributes. However, the analysis reveals that
the factors that help in choosing a restaurant are dependent on the age of the respondents.
33 As McPhail(2011) has described that the teenagers have fast food frequently because their
finances permit them to have inexpensive food from such restaurants, rather than the costlier
ones. The same finding stands true in the present study. 87 percent of the respondents belonging
to 18-30 year age group have fast food at least once a week(table 3 of appendix). The consumers
speak of health reasons and 32 percent of the refrainers of fast food assign this same reason for
not having the unhealthy food. The study by McPhail also considers that nationality is a variable
that affects the fast food consumption behavior of fast food. However, the findings show that the
nationality neither affects the consumption frequency nor related to the reasons for having fast
food.
Fanning, Marsh and Stiegert (2005) argued that the long and hectic work schedules increase
the tendency to have fast food. The present study negates this notion, as this stress is the concern
of only 5 percent of the respondents and the chi-square test also has given results against the
hypothesis. Khan (2007) proposes that friends and family play influential role in consumer
decision making. However, the suggestions of friends and preferences of children are not found
to be statistically significant in the choice of menu items at fast food restaurant. Similarly, the
notion that a consumer frequents such joints as his friends and colleagues do, is also against the
findings of this present study.
International Markets Bureau(2010) put forth the point that the inclusion of family section in
restaurants is an attribute that appeals to the consumers belonging to the Islamic nations, such as
UAE. The findings from the present study in Qatar are in total agreement with the point. It is
found to be an essential factor that attracts the consumers to a fast food restaurant. Farhana and
Islam (2011) argued that the timing of fast food consumption is a crucial factor, as the mounting
work pressures makes the consumers to have lunch and snacks at the fast food restaurant. This
study finds that the time of consumption and the reason for having fast food are two unrelated
variables, as 110 of the 177 responses have it during weekends. Even on working days, the
consumers have fast food after their office hours, mainly to commemorate special occasions or
have some social time.
The beliefs and intentions of the respondents, along with the demographic factors affect their
fast food consumption behavior, as proposed by Vignali and Ibrahim (2005). However, the
findings of the present study do not completely agree with the proposition. As per the study, the
belief about the personal image of the respondents and the demographic factors do not affect
their consumption frequency, but the future intentions do influence their behavior.
Brand image of the restaurant is assigned high importance in consumer decision making
towards fast food, by the study conducted by Vignali and Ibrahim (2005). The attribute has got a
factor score of 0.63 on the rotated pattern matrix, while conducting factor analysis for the
attributes that mainly appeal to the consumers in a fast food restaurant. So, the present study does
not completely accepts the statement.
As per Chandon and Wansink (2007), healthy choices in the menu trigger the choice of fast
food restaurant of the consumers in their favor. The present findings find that such
considerations are not of much significance to the consumers of Qatar.
Mangosi (2005) found that the knowledge of health implications of the fast food is not given
much importance by the consumers, while frequenting a restaurant. The analysis conducted by
34 this study also abides by the view. Dhar and Baylis (2009) proposed that the television is an
important source of fast food related information and the source of such data influences the
frequency of having such food. The present study poses a different view, as word of mouth, i.e.,
friends and family are the main source of fast food data and television provides such information
to less than one-third of the respondents. There is found to be no association between the source
of information and the frequency of having fast food among the respondents.
Glanz (1998) says that price, taste, family and peer preferences and the enthusiasm to try out
new dishesinfluence the choice of menu at fast food restaurant, while the current study affirms
that taste is the only influential factor. Anderson and He (1999) went on to find that
accessibility, quick and convenient services are the reasons for which consumers resort to fast
food. The present study shows that while the former is not a significant reason, the latter is of
importance for the consumers of Qatar.
6. Conclusion
Frequency of fast food consumption is independent of all the demographic factors, except
occupation of the respondents. About 85 percent of respondents have fast food at least once a
week, irrespective of their gender, age, education, race or any other demographic character. This
reflects that fast food has good penetration rate and reachability in Qatar. The mode of having
fast food is also independent of the demographic factors, with marital status and gender of the
respondents as exceptions. Women and married respondents prefer take-away, home delivery
and drive through options, rather than dining-in at a fast food restaurant. It is observed that
housewives have minimum rate of fast food consumption, when compared to respondents from
different occupations. 6 out of 7 of them among the sample do not have fast food at all or have it
only once a week, but for the easy accessibility through various modes.
56 percent of the respondents with children are excited about their visits to QSR and
spending quality family time is their chief motive. Adding this to the point that play area and
gifts for children are significant attributes within a restaurant that attract these customers, it can
be concluded that presence of children in the family is bound to polarize the decision of the
entire family to visit a fast food restaurant. 55 percent of the respondents staying alone in Qatar,
without their family, have fast food only once a week, mainly to break their boring routine. This
is completely understandable, even in case their family is in Qatar, as change is sought
universally. They are not dependent on the fast food restaurants for their diet to a large extent as
there is hardly anyone of them who eat fast food more than 3 times a week.
Qatar being a nation dominated by immigrants from various nationalities, it is startling to
note that there is no significant association between the country to which the respondent belongs
to and his fast food consumption rate. Burgers and sandwiches are the favorite fast food items.
The favorites vary with age, gender, marital status and nationality of the respondents. Weekends
are the most-preferred times for having fast food, while the respondents don’t mind to have it
after working hours on weekdays, to acknowledge special occasions and spend some social time.
35 Quick and convenient service is the primary reason for preferring fast food. As per the
usual expectations and ideology, the teens and tweens consider having fast food as a way of
taking time out with their friends as well as family, eat something different. Quick service
attribute truly suits their restless attitude and on the move lifestyles. Economy is also a
consideration for this age group. Long working hours and absence of family in Qatar are not
significant reasons for the preference. Having social and family time has been assigned as the
reason for preferring fast food by the respondents. The time constraints placed by the busy
schedules don’t leave enough time for the family and friends. This is repositioning the meal as a
social gathering, which is a good sign. But for providing such an advantage, the health
implications of such meals should be borne in mind.
Though friends and family are the chief source of information related to fast food, it is
surprising to note that the consumers do not try to imitate the friends and colleagues. The
suggestions and preferences of these peer groups are not accorded notable significance while
choosing the menu at the restaurant. Personal interests and suitability factors that include
attributes such as taste of food, mood and round the clock availability are primary considerations
for decision on fast food restaurant. Cuisine availability is the other influential factor. Price and
payment convenience are of least importance in this regard. In a restaurant, menu items and their
taste attract the consumers and presence of family section and play area for kids are
determinative attributes too. Availability of healthy choices in the menu does not change their
decision to visit a particular fast food restaurant to a significant extent. Taste is also given as the
primary basis for the choice of menu items at a QSR by the respondents. The consumers of Qatar
can thus be deduced to be more focused towards themselves, their family and taste of food items
and that they are less sensitive to price, when it comes to having fast food.
About one-third of the respondents consider that their personal image is affected by their
consumption of fast food and the rest don’t mind the public opinion. The temptation towards fast
food dominates the regard for personal image even in the former set of respondents. This affirms
that taste comes before public image for the respondents. It also brings forth the point that fast
food consumption has become a usual phenomenon in Qatar and not a stigma or a fad.
Health is one of the reasons for not having fast food by the respondents. It is surprising to
note that culture has never been a consideration for abstaining fast food. 22 percent of the
refrainers intend to visit a fast food restaurant in the near future. This indicates that the fast food
fever is soon catching up even among its opponents too. But for all the negative talk and
publicity on fast food, its effects on the health and food habits of the customers, two-thirds of the
sample intends to continue having such food in the future too. Fast food consumption thus seems
to be a habitual behavior, as most of the respondents having fast food at present would like to
continue the same even in the future.
Boredom is slowly setting into the fast food consumption experience and having it is just
becoming a mechanical and habitual behavior, rather than a social and enjoyable event, as more
than 40 percent of the respondents are not excited about their future visit to a fast food restaurant.
This is more pronounced in salaried employees, which implies that their visit is more customary
or an obligation to have something for their meal at low price.
36 Recommendations
Fast food has become a trend among various consumers, but a proportion of them still do
not appreciate it. Health considerations of these abstainers can be handled by adding more
healthy choices in the menu or adding a nutritional touch to the items that are perceived
unhealthy. Offering detailed menu, rather than restricting the offerings to few menu options,
might help the QSRs to divert the attention of the seekers of other formats of restaurants. At the
same time, the restaurants need to tackle with the view that fast food as a fad which would
tarnish the public image of its patrons.
Taste is a strong force that attracts the consumers. Concentrating on this aspect would
make the new entrants into the business successful, as the advantage of brand image seems to be
a mirage in Qatar, as per the findings of the present study. Consumers also go by their favorite
dish. So, it is important to collect feedback from the consumers regarding this, so that the
cravings of majority of the consumers are kept satisfied. Change is the factor that the consumers
look forward to, when they visit a fast food restaurant. So, boring them with the same old menu
would be a bad option. The joints should keep their menu novel and dynamic, so that the tastes
of consumers are satisfied.
Gender has a significant influence on the fast food consumption behavior. Even their
favorite restaurant is Subway, as it positions itself as offering healthy menu. Maximizing the
opportunities presented by these characteristics, the players in fast food restaurants might plan
for ladies-special days or ladies-special take away counters or special healthy and nutritional
items. Though the preferences of children are given due importance, the emphasis of every
mother would be on nutritious options.
The charm and temptation of visiting a fast food restaurant seems to be declining among
the customers in Qatar. The marketers need to wake up to this fact and bring about necessary
changes or add innovation to their restaurant and menu. This would not only help them retain the
enthusiasm levels of existing consumers, but also attract new customers. Delighting the
consumers is all the more important in this sector where the competition is cut-throat. Word of
mouth is found to be the best way of reaching out to the customers in this sector. Thus, a
satisfied customer is worth a 30-second visual ad on television or internet.
Location of the fast food restaurant is a critical aspect, as the proximity of it to the
consumers’ place and the locality in which it is placed, are influential factors for the consumers.
Occupation and frequency of having fast food are significantly related. So, it is important to
place the restaurants near the offices of those employees who have it more frequently. Targeting
the residential localities and places where the customers frequent, is important. Opening a QSR
next to a convenient store is a more thoughtful and wise option than placing it in between the
outlets of other competitors in order to make its presence felt in a public place.
Even during weekdays, special occasions lure the busy consumers to fast food joints after
working hours. These restaurants can be expanded to be more accommodative of such occasions
and highlight their capabilities as party destinations, semi-formal meeting places, discussion
grounds for business affairs and official team outing terminals. Further, men are also influenced
by the fast food consumption behavior of their friends and colleagues. Adding up to this, these
37 events generally gather large number of people at one place, who might turn into loyal customers
in future.
Thus, fast food sector is a treasure that needs to be carefully tended in order to keep the
success on-going.
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