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Abstract


EVALUATION OF YOUTH FAST FOOD CONSUMPTION IN THE CONTEXT OF SYMBOLIC CONSUMPTION: A RESEARCH IN SİVAS PROVINCE

Changing food consumption habits by changed living conditions also show themselves in the young population. Especially today, symbolic elements stand out it is noteworthy that young consumers are increasingly moving towards fast food products. While the characteristics and prices of fast food products such as whether they are healthy or not affect the demand, Friend and family environment, image, environmental conditions and socialization can cause young people to consume of fast food. The aim of the research is to assess the perceptions and consumption habits of young people about fast food products within the context of symbolic consumption. In addition, the factors influencing young people towards fast food consumption were investigated. The research was applied to the high school students in the Sivas Central District and the data were collected through face to face surveys. The survey's questionnaire consists of a total of 9 questions measuring demographic characteristics, fast food perceptions and fast food consumption frequency. The most important finding of the research; a significant proportion of young people, including those who think that fast food products are harmful to health and those without knowledge and their fast food consumption frequency is higher than those who think they are healthy. In short, young people continue to consume fast food products even if they think they are unhealthy. This brings to mind the symbolic elements that are the reality of our time. As a matter of fact, one of the research findings is that the most important factors affecting fast food consumption of young people are friends, environmental conditions and popularity. As a result, it has been determined that,regardless of the perception of the consumption of fast food products by young people, consumption of fast food frequently continues due to the effect of symbolic consumption.



Keywords
Marketing, Consumer Behaviors, Symbolic Consumption, Fast Food Consumption, Youth Consumption.



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