Children's preferences of fast food

M.Comm.This study focuses on children’s preferences for fast food. In examining these preferences, the study hones in on a determination of the fast food outlet mostly preferred by children as well as an identification of the drivers, motives and reasons for the popularity of particular fast food outlets. The study also seeks to determine what the most sought after meal is and to what extent preference for a particular meal and fast food outlet are determined by the background of the child, price, the nature of the product, service levels of staff and how convenient it is to buy from the fast food outlet. The study also hones in on the influence of advertising on children’s preferences for fast food. The study makes use of a positivist (quantitative) research design. Samples were collected from four schools which composed a sample size of 301 respondents. Primary data was collected through a structured self administered questionnaire. Secondary data was collected through a literature review. Data was captured by the specialist Statistical Services Consultancy (Statscon) Department of the University of Johannesburg through the use of the Statistical Package for the Social Sciences (SPSS). Data was analysed and the findings were presented in the form of narrative reports as well as bar graphs, pie charts and cross tabulations to facilitate the ease of understanding and user friendliness. The literature review section of the study highlights the rise of the fast food phenomenon worldwide. It also indicates that South Africa has been unable to escape this trend. The rapid growth in fast foods outlets over the past few years bears stark testimony to this fact. It also shows that this trend has mirrored by a sharp increase in life style, diseases such as obesity, diabetes, hypertension and coronary heart diseases. The empirical aspect of this research found that McDonald’s was the most preferred fast food outlet with the most sought after meal being a burger and chips, followed closely by chicken. Children also indicated that soda will always form part of their most sought after meal. The research was also able to determine that background in terms of Level of Standard of Living (LSM), especially in so far as it impacted on affordability was an influencing factor and that advertising played an important role in influencing preferences for fast foods. The study did however not determine the extent to which advertising played a role. The study thus reinforces the widely held view that children’s preferences for fast food are determined by a multiplicity of factors which have bearing on branding, the influence of advertising, the nature of the product and other attended issues. The study identifies a number of opportunities for further research and offers a set of recommendations which if implemented can help arrest the development of the unhealthy winds of change which are sweeping across the South African food landscape