|dc.description.abstract||The research reveals that although University of KwaZulu-Natal (UKZN) Westville students are
aware of the health implications of excessive fast food consumption, they do not base their
purchasing and consumption decisions on the risk factors. It has been found that students base their
consumption decisions regularly on convenience. Majority of the registered students at the
Westville Campus consume fast food at least two to three times a week whilst a few students do
so more than once a day. It has also been determined that the risk factors of excessive fast food
consumption do not directly influence the consumption behaviour of these students.
Consumers are overwhelmed by numerous advances from marketers with the intention of
persuading consumers into making the ultimate consumption decisions for goods or services. This
study entails the awareness of UKZN Westville students according to excessive fast food
consumption and will analyse such perceptions relating to the independent variables (preferences,
factors affecting choice, information, trends and patterns and health implications) and the
dependent variable (consumption behavior).
According to the statistics from the South African Consumer Satisfaction Index (SAcsi), South
African consumers rated fast food outlets with a 79% satisfaction score. However, UKZN
Westville students have indicated that hunger (as a mean of satisfaction) does not occur. Moreover,
whilst these individuals prefer fast food, the stronger preference is toward home cooked meals.
This allows for the understanding of student preferences and the decisions relating to their ultimate
consumption of fast food. The core focus provided the analysis of Westville students’ awareness
in relation to fast food consumption leading to unhealthy lifestyles.
In order to analyse these perceptions, 373 UKZN Westville students aided in administering
questionnaires to understand the factors that influence these individuals into making the ultimate
purchase. This convenience sampling occurred at the lecture venues, library as well as the main
cafeteria in the Westville Campus. This study recommends that future research could be based on
mediums such as the Internet due to its popularity, to discover if these aid in influencing consumers
consumption decisions of fast food. It is also recommended that researcher be conducted in the
wider Durban vicinity to acquire an adequate distribution sample.||en_US