Food consumption trends have been changing since the agrarian revolution. The processes of food supply and demand have been greatly influenced by various factors that are related to culture and social evolution. Numerous researchers also indicated that the supply of food was locally-based since the distribution system was limited. As a result, the supply and demand for food were only functional for local crops since the distribution patterns were greatly influenced by weather, growing conditions, diseases, and pests, among other factors. However, shifting supply and demand trends have been inescapable due to the improvement in food preservation methods.
As a result, food trading is not only conducted at the local level but also on a global scale. Due to the effect of trade, stability has been achieved at the prices of food products. Nonetheless, the increasing population has significantly amplified the demand for food worldwide. This situation has resulted in constantly inflating food prices. This essay provides an evaluation of various factors that have influenced the supply and demand for foods in recent years.
Escalating Food Prices and its Volatility
According to Ortiz, Chai, and Cummins (2011), the price of food is a function of its demand and supply in the market. It is noted that when the demand for food increases when the supply is constant, its price tends to rise. On the other hand, if the demand for food falls under constant supply, the price reduces (Ortiz et al., 2011). A rise in the supply of food at a constant demand causes the prices of food commodities to fall. On the other hand, a fall in the supply of food commodities at a constant demand results in escalating prices. Therefore, it can be summed up that the current prices of foods have been increasing due to falling supply and increasing demand. The amplified demand for foods worldwide has been noted in the fastest growing populations in countries such as China and India, among others (Ortiz et al., 2011).
Abbott, Hurt, and Tyner (2009) noted that there was a decline in food prices between 1961 and 2002. Although this situation lasted for a short time, there was a 64-percent rise in food prices from late 2002 to 2008 at the global level. In 2003, the prices of both wheat and maize tripled, while the prices of rice increased five times (Abbott et al., 2009). The prices of other commodities such as milk also tripled while beef and poultry products doubled. Various factors that caused the escalation of food prices included increased energy prices, biofuel production, income, population growth, urbanization, and globalization, among others (Abbott et al., 2009).
Other issues that have led to increased food prices are climate change, water constraints, and poor infrastructure. Recent natural disasters such as the tsunami in Japan have also led to the destabilization of the food market. Kaufman (2010) reveals that this disaster increased the prices of seafood by about 6-percent. The prices of vegetables have recently increased by approximately 50-percent due to the damage of crops in Australia, Russia, and South America, among other countries (Kaufman, 2010).
Furthermore, the increase in oil prices at global levels has also inflated the costs of transport, packaging, and processing of food. This phenomenon has significantly influenced the increase in food prices globally (Beddington, 2010). Food scarcity has been shown to drive up the prices to almost unaffordable levels. In fact, various statistics show that many people who live on 2 US dollars in a day will not afford various foods in the near future due to the ever-escalating prices. It is further projected that the number of people who will be hungry will increase to about 1.2 billion by 2025 (Clapp, 2009).
Most international macroeconomic factors play a crucial role in influencing the volatility of food prices. The US dollar is currently becoming weaker in the global market. Due to the prevailing price volatility, the state of the global economy has resulted in an increased dampening of the production incentives, especially in the underdeveloped countries. This situation has led to increased dependency on imported foodstuffs, thereby increasing the market prices (Serra & Gil, 2012).
Government Regulations
Government regulations have also been responsible for the supply and demand for food in recent years. The government plays a key role in determining the prices of food commodities. For example, various government subsidies and mandates on the use of ethanol have ensured an increase in demand for maize, especially in the USA. As a result, vast lands have been dedicated to the production of corns. This situation has reduced the land meant for the production of other food crops. The effect of such decisions has been seen in the skyrocketing food prices (Fulponi, 2006).
Most governments have emphasized the restriction on the use of herbicides, pesticides, and fertilizers, among others, agrichemicals. Although this move has played a significant role in the conservation of the environment, it has resulted in reduced crop yields. This situation has further abridged the supply of food; hence, increased prices have been noted (Fulponi, 2006).
The USA government is encouraging individuals and organizations to conserve the available water resources for use in farming. For instance, farmers in the US have been given incentives to reduce the usage of land in crop planting in an attempt to save water. This idea is seen as a factor that has played an enormous role in the reduction of the food supply in the country (Fulponi, 2006). Elsewhere, governments have been strictly implementing the import tariffs and export taxes to traders who supply food commodities to various countries. This situation has distorted the supply and demand for food commodities. The effect of this plan has been noted in the constantly increasing food prices around the world (Fulponi, 2006).
Interaction of various Commodities in the Market
Most commodities in the market have interactive prices. An example is seen in the demand for corns and soybeans in the Chinese market. These commodities have led to an increase in the prices of other products, such as eggs in the US. It is noted that grain prices have led to an almost 23-percent increase in the prices of eggs in the United States. The increasing costs of grains for animal feeds have also amplified the prices of certain foods such as beef and pork. It is also predicted that most foods will become more expensive because of the interactive prices of various commodities in the market (Belke, Bordon, & Volz, 2013).
Food Scarcity
Harris, Chapman, and Monfort (2010) affirm that the increasing growth rate has heightened food scarcity worldwide. The present world population has led to the scrambling of the little available food reserves. Accessible foodstuff cannot successfully meet the demands of the population. The rate production is declining, as noted in the present-day lower yields and limited land for cultivation (Harris et al., 2010).
Culture and Social Exchange
The culture and social behavior of people have influenced the eating and consumption patterns globally. For instance, Trostle (2010) reveals that the consumption of meat has reduced tremendously. This trend has increased various business opportunities, such as the production and distributions of fertilizers, biotechnology services, and farming machines. The use of conventional intensive farming is currently on the rise. Since this undertaking can damage the environment, most people are motivated to adopt agricultural systems that are sustainable. The culture of farming has also been changing in recent years as farmers embrace sustainable agricultural practices to promote food production (Trostle, 2010).
Conclusion
The essay has elaborated on various factors that have influenced the demand and supply of food in recent years. It is noted that the global population will continue to increase. In addition, natural disasters that are beyond the control of human beings will continue to affect the international demand and supply of food negatively. Governments should review the implementation of ethanol subsidies, moderation of farming funds, and regulation of agricultural tariffs and taxes with a view of increasing the supply of food to meet the demands of the ever-growing population. Irrigation plans should also be initiated to boost farming activities, especially in dry areas. Besides, the international governments should work together to ensure sound regulation of the skyrocketing fuel costs that have tremendously inflated the food prices worldwide.
Beddington, J. (2010). Food security: contributions from science to a new and greener revolution. Philosophical Transactions of the Royal Society B: Biological Sciences, 365(1537), 61-71. Web.
Belke, A., Bordon, I., & Volz, U. (2013). Effects of global liquidity on commodity and food prices. World Development, 44(1), 31-43. Web.
Clapp, J. (2009). Food Price Volatility and Vulnerability in the Global South: considering the global economic context. Third World Quarterly, 30(6), 1183-1196. Web.
Fulponi, L. (2006). Private voluntary standards in the food system: The perspective of major food retailers in OECD countries. Food policy, 31(1), 1-13. Web.
Harris, T., Chapman, C., & Monfort, S. (2010). Small folivorous primate groups exhibit behavioral and physiological effects of food scarcity. Behavioral Ecology, 21(1), 46-56. Web.
Kaufman, F. (2010). The food bubble. Harpers Magazine, 321(1922), 27-34. Web.
Ortiz, I., Chai, J., & Cummins, M. (2011). Escalating Food Prices: The threat to poor households and policies to safeguard a Recovery for All.Web.
Serra, T., & Gil, J. (2012). Price volatility in food markets: can stock building mitigate price fluctuations?Web.
Trostle, R. (2010). Global Agricultural Supply and Demand: Factors Contributing to the Recent Increase in Food Commodity Prices. Collingdale, PA: Diane Publishing. Web.
The National Agro-food Policy (NAP) implemented by the government of Malaysia can have profound implications for various stakeholders such as farmers, investors, labor force, and consumers. The paper is aimed at examining various aspects of this program and its potential impacts.
Analysis of the policy
Overall, the NAP has been necessitated by several factors. In particular, Malaysian policy-makers focus on the possibility that the price of crude oil will gradually increase during the period between 2010 and 2020. Therefore, it is vital to make agriculture of the country more sustainable in terms of energy consumption. This requirement is particularly relevant if one speaks about the potential impact of climate change which can make wheat production less cost-effective. Additionally, policy-makers paid attention to such an issue as the rising prices of food products throughout the world.
In turn, it is vital to ensure the food security of people living in Malaysia (Dardak 2015). This detail became very important after the food crisis which affected the Asian markets in 2008 (Tey 2010, p. 501). Furthermore, this program is supposed to improve the competitiveness of local enterprises. These businesses should be able to operate at the international level. Finally, it is vital to improve the quality of food. One of the main objectives is to make sure that businesses comply with the safety standards that are adopted by Malaysian regulators and international organisations. These are the main needs that governmental officials took into account.
This policy includes several important elements. At first, one should mention the adoption of regulations that can facilitate the work of farmers. For instance, it is possible to consider the reduced tax rates for these businesses. Apart from that, policy-makers focus on the development of infrastructure that can be critical for agricultural businesses. For instance, they invest capital in the construction of roads and improvement of the water supply system. It should be mentioned currently many lands are not occupied, because there are no infrastructural resources. So, one of the tasks is to address this problem because it impairs the work of many businesses.
Furthermore, the goal of this policy is to provide training to farmers. These people should learn about the best practices that are adopted by agricultural businesses throughout the world. This step is vital for increasing the efficiency of local businesses. In addition to that, the government intends to provide petrol and diesel subsidies to small and medium-sized enterprises (The Government of Malaysia 2013). Thus, these businesses will have more opportunities for growth and improving their competitiveness in the market.
Finally, policy-makers want to increase the profitability of these enterprises. One of their intentions is to decrease the role of mediators. In particular, one should speak about the relations between farmers and retailers that deliver food products to consumers. Overall, the main task of this program is to offer incentive to various local businesses and potential investors. These are the main aspects that should be taken into account.
Impact on the agricultural sector
Provided that this policy is implemented successfully, it will produce several beneficial impacts on the agricultural industry. In particular, it will increase the role of small businesses in this sector of economy. They will increase their market share relative to foreign corporations and large local businesses. As a result, this sector will become more competitive. Moreover, large businesses will not have many opportunities for dictating their terms to consumers and setting higher prices. So, food products will become more affordable to local clients and travelers.
Apart from that, this program can make agricultural sector more attractive to investors. Moreover, this policy can increase professional standards for people who choose to work in these businesses. One should not suppose that these people may be regarded only as unskilled laborers. As it has been said before, these people should learn about the best practices and the use of innovative technologies. Finally, Malaysia can become a leading exporter of various food products. Additionally, this sector of the economy will be driven by innovations, rather than conventional practices. This is one of the points that should be made.
However, this program will be beneficial, if governmental officials effectively use financial resources that are available to them. This argument is particularly relevant if one speaks about the financial incentives offered to various businesses. Secondly, the state should eliminate bureaucratic barriers that can prevent investors from bringing capital to the agricultural sector. If these requirements are not met, this policy will not bring any tangible benefits. More likely, it will only lead to increased expenditures. So, policy-makers should remember about this risk.
Conclusion
On the whole, this discussion shows that the program implemented by the Malaysian government can increase the role of agricultural businesses in the economy of the country. This policy is largely based on the premise that it is important to offer various incentives to potential investors and entrepreneurs. Moreover, the activities of these people can made more effective, if they know about business models and production practices that have been tested in different settings.
References
Dardak, R 2015, Transformation of agricultural sector in Malaysia. Web.
Tey, Y 2010, Malaysias strategic food security approach, International Food Research Journal, vol. 17, no. 20, pp. 501-507.
The Government of Malaysia 2013, Agriculture: FAQ.
Food sovereignty refers to the peoples right to put in place policies that enable them to produce food in an appropriate way that is unique to their circumstances. It entails the right to access food by establishing social, economic, cultural, and political dimensions that are appropriate for a particular community. Food sovereignty implies that all people have access to nutritious and safe food that is culturally appropriate. The aim of food sovereignty is to assist communities to exploit the opportunities in the environment they stay in order to produce food.
Food Sovereignty, Food Justice and Food Security
Every day, over one billion people across the world go hungry. In addition, small-scale farmers do not earn fair returns from the sale of the food they raise. This is a depiction of a broken down global food system. Large corporations currently dictate the agricultural system. The result is that the agricultural system does not put emphasis on nutritious and delicious foods.
The corporations have overtaken the peoples right to make decisions on their farms. Thus, food sovereignty movement seeks to address the indignities that are brought about by the present food system. The movement brings together small scale farmers and is involved in advocating and formulation of policies that suit food processes at the local level in order to enhance freedom of the farmers in the production.
The concept promotes food security because it gives the communities the power to control the process of food production, trade, and consumption. In the current global food system, few corporations control the processes of food production, the distribution processes, and the marketing. The implication is that power is concentrated in the multinationals; hence, they monopolize the food production and deny access to food because they dictate the food price and supply channels. The farmers are then forced to poverty and hunger because they have no control over food production.
On the other hand, food justice is concerned with ensuring that there is fair sharing of available food. The aim is to transform the current food system and to clear disparities and inequalities that are associated with food availability across the globe. Food justice advocates for design of systems that support food systems on the concept of human rights. Therefore, food sovereignty relates to food justice because it is involved in advocacy for policies that enhance the local food production processes.
Differences between Food Sovereignty and the Right to Food
Food security refers to the ability of the communities to have access to food. Food security denotes the quantity and quality of food that is necessary for people. It does not put emphasis on the origin of the food. In addition, food security does not make it necessary for the community members to be involved in the provision of the food. Thus, the food can be from outside the community. This is unlike food sovereignty that is very specific on the guidelines for food production and availability.
Food sovereignty concept is concerned with putting food ownership to the communities. It is a long-term concept in which the communities are empowered to produce their food. The production of the food takes into consideration the political, social, cultural, environmental, and geographical factors. The factors are used to design processes necessary to address food problems that may be affecting a community.
However, food security does not consider the factors; food is only required in qualities and quantities. For instance, the food can be relief food from other areas. Despite the differences, the concept of food security and sustainability are used interchangeably.
Food Sovereignty U.S
In the United States, small-scale farmers do not get fair prices for their farm produce. The reason is due to the dominance by the large corporations that dictate the processes of farm produce. In the U.S, food sovereignty will entail a movement to dismantle the dominance by the multinationals. It will involve a food activism movement based on advocacy for open markets and a legal framework that will give the communities the power to engage in food decisions that affect their personal well-being.
Getting Politically Involved in Food Issues
The concept of food sovereignty presents practical challenges that have to be put in place in order to realize the right to food justice. The current political economy of agriculture has created a system that centralizes control of food-related matters to few entities. Food sovereignty is concerned with countering the hegemony of the corporations that control food system.
Thus, getting politically involved in food issues will entail mobilizing the communities to challenge the hegemony and lead a transformation. Therefore, I can politically be involved in food issues by advocating for the right to nutritious and delicious food for the communities. The advocacy can be conducted through the various forums that challenge the food disparities in the society. For example, creation of a movement that will challenge the advocacy of the open and liberal markets that for many years has been controlling the national and global systems of food.
The fast-food industry has gained massive popularity in the United Arab Emirates, especially the City of Dubai that has experienced massive growth in the recent past. Most people prefer fast food joints because of their convenience and the variety of foods they offer. However, health experts have warned that this industry poses health risks, especially among the young population (Schlosser, 2012). However, it is worrying that many people in this society are not aware of the dangers that this industry poses to young people. The industry has continued growing in Dubai as many people like most of the delicious products such as chicken, hamburgers, and fries. What they fail to realize is that such foods have high calories that put their health at risk when consumed in large quantities frequently.
According to Smith (2012), children were previously considered to be at less risk of high-calorie foods because of their physical activities. Outdoor games such as football, athletics, hide and seek, and many such games are very effective in burning the excess calories in the body. It means that if these youngsters take excess calories, the calories would easily be burned off in the body through the physical games. However, that is no longer the case. Children are embracing indoor games, especially computer games. They no longer have time to go to the field and get into physical activities. This means that the food rich in calories found in fast food stores poses dangers to them (Width & Reinhard, 2009). There is a need to create awareness in society on the dangers that this industry poses to young people. In order to get the primary data from people involved in this sector, we conducted research by interviewing a dietitian within the City of Dubai. Below is part of that interview.
The Interview
The Researcher: For how long have you been practicing in this field within this city?
The Dietitian: I have been practicing in this field for about six years now.
The Researcher: Do you believe that fast foods pose a danger to the young people of this city?
The Dietitian: Yes, I strongly believe that some of the health problems that have been reported in the recent past are directly related to fast foods.
The Researcher: Do you believe that the people of Dubai have the knowledge that fast food poses a threat to these youngsters?
The Dietitian: I strongly believe that the majority of the population does not have enough knowledge of the dangers that this industry poses to their health, especially the health of young people. I say this because these youngsters get money from their parents to purchase these foods. Sometimes it is the parents purchasing unhealthy foods.
The Researcher: Do you believe that young people are aware of the dangers they face from fast foods?
The Dietitian: No, because the people who should be informing them of the dangers are ignorant of these health problems. I believe that only 10% of the population of the entire population in Dubai is aware of the dangers of the real dangers of fast food. It is unfortunate that of this small group, only 20% of them are willing to lead a healthy lifestyle based on their knowledge of the dangers of these foods.
The Researcher: How much do you think the government spends every year in the sector of health? Do you believe that this amount has been increased by our eating habits?
The Dietitian: The recent statistics released by the government show that the country has spent slightly over US$ 500 million on healthcare alone over the last six years. The statistics from the private sector is yet to be released, meaning that this amount is higher. Eating habits are one of the leading causes of some of the lifestyle diseases, and therefore, it plays a part in the high expenditure on healthcare by the government.
The Researcher: What is the way forward?
The Dietitian: The solution lies with the awareness campaign. Mass and social media should be used to pass information to the parents, guardians, teachers, and the youngsters, of the dangers that young people face by taking fast foods. This information should also be incorporated in the syllabus.
The Research Method
The research specifically focused on public schools and social workplaces; the results of the research will also be made available at public libraries. It is important to note that the results of this research will be made available among young people, especially in institutions of learning, to help them know how to eat responsibly. The analysis of the data will be done using a quantitative approach. Graphs and figures will be used to report on the findings.
The strategy used would focus on targeting the audience in public forums, such as schools and religious centers. The key message will be on how to deal with the problems posed by fast foods, and how society can work as a team to ensure that we eat responsibly. The media vehicle for this message will be social media such as Facebook that will easily reach the youth. There will be a creative communication plan that will seek to reach out to both the parents and young people at the same time so that they can realize the need to re-evaluate their eating habits. There will be an evaluation plan to determine the impact of the findings on the target population. The follow-up plan will be implemented after two months of the release of the report.
Discussion
It is clear from the above interview that fast foods pose a serious health problem for young people in Dubai. It is unfortunate that this group lacks information on how to address this problem. They need information on the dangers that these foods pose on their health, and how they can regulate their intake of fast foods to avoid health risks. The fact that the government alone spent over USD$ 500 for the last six years, with a population of 9 million people is a clear indication that the expenditure of healthcare is rising. This is about 5% of the countrys gross domestic product. Something must be done to address this issue. This percentage must be reduced to about 3%, given that the private sector is also participating actively in this industry.
Conclusion
As confirmed from the interview, most of the young people in Dubai do not understand the threats they face by eating fast foods. The only solution to this is to create awareness using mass and social media. They also need to be taught about these dangers at school.
References
Schlosser, E. (2012). Fast food nation: The dark side of the all-American meal. Boston: Mariner Books/Houghton Mifflin Harcourt. Web.
Smith, A. F. (2012). Fast food and junk food: An encyclopedia of what we love to eat. Santa Barbara, Calif: Greenwood. Web.
Width, M., & Reinhard, T. (2009). The clinical dietitians essential pocket guide. Philadelphia: Wolters Kluwer Health/Lippincott Williams & Wilkins. Web.
The article, Waist Banned , analyzes the social, economic and health effects relating to the proposed introduction of taxes on junk foods. The article describes the imposition of taxes on junk food as an undertaking that would help to minimize the current concerns on lifestyle diseases. As a deterrent measure, high taxes would compromise the spending of junk food addicts forcing them to withdraw from the unhealthy lifestyle. On the other hand, the article describes the possibility of a failure in the projected effects of taxation on junk foods because of the likelihood of junk food addicts to forego expenditures of important foods such as vegetables and fruits to feed their habit.
The author uses the analogy of cigarette and alcohol addicts whose habits remain largely unchanged despite the observable continuous increase in taxes on the two substances to highlight the possibility of a failure in the regulation of junk food. The article highlights the importance of a reasonable approach in the implementation of taxes on junk food to ensure that the effects on an individuals income are minimal. The author proposes the adoption of measures that would identify high-calorie foods, which lack elements such as proteins and vitamins, as the main targets of taxation.
An analysis of the authors views on the effects of taxation on junk foods highlights the lack of a comprehensive evaluation of changes in consumers preferences, which largely depend on the price of goods and individuals income. The utility theory describes the fact that consumers must reach a rational decision on their spending and sustain their order of preference based on the marginal utility of a good or service. Taxation on junk foods will increase their prices and force consumers to reevaluate their dietary habits based on the value derived from various foods.
An analysis of the concept of income and substitution effects shows that low prices on vegetables and fruits will encourage a high number of households to adjust their food preferences in accordance with the family income and start to view junk foods as a luxury. The perception of vegetables, fruits and other healthy foods as alternatives to junk food will significantly lower the demand for fatty foods because of their detrimental effects on individuals income. The authors argument that taxation has not discouraged the consumption of alcohol are unsubstantial and contradict the fact that high alcohol prices discourage consumption but increases the intake of illicit drinks as substitutes to the taxed alcohol. The concepts of the indifference theory are subject to the laws of price and demand whose equilibrium determines the consumers preference.
Unless the prices of junk food remain affordable to a consumer, the pursuance of an equal amount of satisfaction becomes less enticing. Although junk food may provide a special form of satisfaction that consumers cannot access from healthy foods, their rationality on expenditure decisions will demand lower preferences for junk food. Households spend a significant amount of their income on healthcare and are likely to accept the long-term effects of taxation on junk food as evident by the Two-Period Consumption Model. The model highlights the need for consumers to maintain a balance between the current and future expenditures because it determines whether they will carryover wealth or debts. Considering consumers income and wealth as fixed numbers at the present, consumers who wish to accumulate wealth must ensure that their expenses do not supersede their income.
Consumers must choose the current and future consumptions in a manner that limits the likelihood of carrying over debts, or they have to adjust various aspects of supply and demand for labor to favor their income levels. Although the demand for labor is dependent on a myriad of market forces outside the consumers influence, employment has a direct influence on consumption and purchase decisions. Rational decision-making demands that consumers who intend to accumulate wealth must maintain a balance between consumption, saving and economic factors. A consumer would prefer to forego highly priced goods rather than seek for alternative ways to increase his income and sustain the normal level of satisfaction because consistency in consumption depends on the consumers choice and substitutability of goods.
The detrimental effects of taxation on addictive goods arise due to the tendency to seek alternative means of feeding an addiction, which encourages people to embrace illegal and unorthodox sources of the addictive good. Implementation of laws to ensure that taxation of junk food does lead to the mushrooming of illegal businesses that seek to exploit the demand for junk food will ensure the realization of improved national health. Collaboration between the government and other stakeholders would ensure that vices such as muggings, robbery and prostitution do not emerge because of the pursuance of alternative means to maintain the satisfaction derived from junk food. Value Added Tax (VAT) on junk food eliminates the need for discriminative tax policies as proposed by the author and gives the consumer great freedom in planning his expenditures and saving. The price of any commodity always determines its demand and supply and must vary to maintain equilibrium for all market forces.
Traditionally, the locals of United Arab Emirates (UAE) had the habit of eating nutritious and freshly cooked food in the warmth of their homes. However, the eating habits have changed due to modernisation that has created huge transformations in the food preferences particularly among the younger generation. The current generation prefers having fast food ranging from burgers to shawarma. Several reasons have been attributed to this change. In fact, the transformations in the eating habits have been blamed on the current change in lifestyle, increased income and occupation. Nevertheless, the transformation from homemade food to fast food has been so severe and widespread that people have become addicted to fast food in the UAE.
UAE is one of the high-income countries due to abundance of oil on which the countrys economy is mainly based. In fact, incomes from oil have contributed to the increased living standard of people. Besides, modernisation has led to new way of life and changed lifestyle. Traditionally, the people of UAE were confined to their place of residence. However, today, people are becoming increasingly exposed to the global practices and way of life. The Western culture has had great influence on the local practices particularly the manner on the eating habits. Essentially, the pressures from modernised way of living have put pressure on the traditional values and practices thereby influencing changes.
As indicated, several factors promote fast food eating habits throughout UAE. The highly hypothesised factor is the change in the lifestyle. The changes in lifestyle have been attributed to the changes in economic conditions, influence of foreign expatriates, the media and globalisation. Majority of people in UAE are currently becoming urbanised and adopting new way of life different from the traditional practices and values. Changes in occupational practices such as hectic work schedules do not allow majority to devote time to shop for ingredients of food to cook. The situation has been exacerbated by the removal of regulations that denied women to work. Traditionally, cooking was a preserve for women. Moreover, women were not allowed to work, which provided increased humble time to perform their daily chores. Allowing women to perform formal jobs delineated women from these daily activities. As such, families have resorted to the consumption of readymade food. In other words, there was limited time for home activities such as cooking.
Other factors such as increased income within the family setting also contribute to the increased consumption of fast foods. In fact, increased incomes means that money is available to be spent. Among the school-going children, long school hours necessitate food intake. Since majority of the children do not bring packed-food from their homes, they rely on fast food, which can be found in abundance throughout the school environment. Besides, increased awareness and availability of fast food also contribute hugely to the consumption of the junk food products. In fact, the marketing agencies and the manufacturing firms have been involved in the promotional campaigns enabling the majority to become aware of the availability of fast foods in the market. Advertisements have a great influence on the peoples mind especially the younger generation. People would normally want to try any new product that is launched into the market. The consumer behavior, high income and better business environment have attracted many foreign companies into the UAE market selling junk food at affordable prices.
Objectives of the study
The main aim of the study is to determine various factors that contribute to the increased consumption and addiction to the fast foods in UAE. However, the specific objectives of the study include
To determine whether changes in lifestyle contribute to increased fast foods consumption and addiction
To determine whether changes in income levels contribute to increased consumption and addiction to fast foods
To determine whether occupational practices contributes to increased consumption and addiction to fast foods
The Study Questions
The study tended to answer the following questions
Do changes in lifestyle contribute to increased fast foods consumption and addiction?
Is income levels contribute to increased consumption and addiction to fast foods?
Do occupational practices contribute to increased consumption and addiction to fast foods?
Hypothesis
H0: Changes in lifestyle, income levels and occupational practices contribute to the increased consumption and addiction to fast foods in UAE
H1: Changes in lifestyle, income levels and occupational practices do not contribute to the increased consumption and addiction to fast foods in UAE
Literature Review
Summary of the Academic Articles
Various studies have been conducted on the factors that contribute to the increased consumption of fast foods not only in UAE but also in other countries. While the reasons for increased consumption of fast foods may be different depending on each country, the contributing factors are closely related. The literature review is based on the academic articles concerning the studies that have been conducted on the field.
A study conducted by Safar, Abbasi, Choudhry and Riaz (2002) indicated that majority of UAE citizens prefer fast food compared to preparing the personal meals. The study was conducted using ninety participants and the results indicated that majority of the participants preferred fast food due to its timesaving capability and deliciousness. In addition, the study indicated that the amount being spent on fast food increased considerably on a monthly basis. Besides, the study indicated that the over thirty percent of personal income is spent on fast foods (Safar et al., 2002). The result of the study coincides with the findings of other studies indicating direct relationship between income levels and consumption of junk foods.
Garber and Lustig (2011) conducted a study on the effects of fast foods on human health. The study indicated that fast food have increased chances of being addictive. The reason is that fast foods are more delicious compared with meals being prepared at home (Garber & Lustig, 2011). Moreover, the study indicated that most of the fast foods have ingredients that contain increased chemical content, which is harmful to human health. The study argues that people tend to opt for fast foods due to little time they have particularly between work schedules. Further, the study indicated that people tend to opt for fast food irrespective of the knowledge that junk foods are harmful to human health. Besides, the study concluded that the consuming junk foods have increased health risks that cannot immediately be observed.
Another study conducted by Jekanowsk, Binkley and Eales (2011) indicated that majority of UAE citizens prefer fast food compared to preparing personal meals. Similarly, the study was conducted using over 200 participants and the results coincided with previous studies indicating that that a majority of the participants preferred fast food due to its timesaving capability and deliciousness. However, the participants that can afford the junky meals had increased consumption compared with individuals with affordability capabilities (Jekanowsk et al., 2011). The meaning is that increased income contributes to increased demand for junk foods. In other words, the study indicated that the amount being spent on fast food increased considerably with the increase in income. Similarly, high-income families have increased possibilities of developing health complications related to the consumption of fast foods.
While conducting a study on the causes and prevalence of obesity among the UAE population, Musaiger (2012) noted that increased consumption of junk food among contributes hugely to the prevalence of overweight and obesity. Besides, Musaiger (2012) study indicated that variables such as increased income and changes in the lifestyle are the major causes of consuming fast foods within the population. Further, the study indicated that most of the fast foods consumed contain unbalanced ingredients particularly high calories, which is harmful to human health.
The study argues that people tend to be unaware of the dangers of consuming fast foods particularly after long duration. Even though there is increased awareness of possible health risks, the study indicated that people tend to opt for fast food due to reasons that are personal and economically determined.
Andreyeva, Long and Brownell (2010) study indicated that the level of fast food prices increases the chances of consumption. In fact, fast foods become affordable to the majority particularly to the low income. In such circumstances, the level of fast food consumption increases since income is not a determinant. The study noted that most of the firms dealing in fast foods would normally take advantage of increased demand due to reduced prices. As such, decreased prices are one of the major reasons explaining increased consumption and addiction to fast foods. In other words, combination of increased income and reduced fast food prices can negatively contribute to the consumption of fast foods (Andreyeva et al., 2010).
Bergtold, Akobundu and Peterson (2004) conducted a complex study on the factors contributing to increased demand of fast foods. In the study, Bergtold, Akobundu and Peterson (2004) study noted that the income levels play a significant role in determining fast food consumption. The study indicated increased fast food consumption levels among the high-income individuals. In addition, increased fast consumption levels were also common among the affluent people.
The study indicated that production of fast foods targets the high income and affluent class. However, the study noted that the consumption of fast foods was also common among the employed individuals. Besides, the variability in the consumption was observed on the place of work. Individuals working in urban centers had high consumption compared with people working in rural towns (Bergtold et al., 2004)
Summary and Conclusion
The referred literatures suggest that a majority of the people prefer fast food due to various reasons. Various studies have cited several factors ranging from the current changes in lifestyle to employment pressures. However, eating junk foods remain a matter of individual choices (Safar et al., 2002). Besides, the studies indicate that majority of individuals do not take into consideration the health implications of consuming fast foods. Despite reports from various studies that people eating fast foods are prone to obesity, the consumption of fast foods increase annually (Musaiger, 2012). The current pressures of modernisation leave majority of UAE with limited choices to make regarding the eating decisions. Besides, the monetary consideration for eating fast food is limited to a specific segment of people (Andreyeva et al., 2010).
However, the affluent families are ready to pay exorbitant prices for eating tasty fast food in comfortable and luxurious surroundings (Jekanowsk et al., 2011). Further, studies indicate mixed perceptions among people about the health effects of fast food (Bergtold et al., 2004). Even though the government is spreading health awareness related to fast food, the fast food sector is poised for a brilliant performance during the ensuing years (Garber & Lustig, 2011).
Research Methodology
Introduction
The section of the study provides the methods of gathering the required information to answer the research questions and hypothesis. The methodology used in any study should be judged by the manner in which it informs the research purposes. Essentially, the aim of the research methodology is to provide data that responds to the research issues, present logical background assumptions and to ensure that techniques used account for the credibility of the study results.
The Study Design
The study utilised a survey as the method of data collection. The survey method of data collection is chosen due to its effectiveness in reaching out to the respondents and the quality of the obtained data. The desired data for this novel study were obtained through administering self-designed survey questionnaires. Moreover, the data were gathered from respondents selected through random sampling procedures. In other words, the empirical data were collected within the specified number of participants. In addition, the number of participants was limited to ten respondents chosen through simple random sampling procedures.
Besides, in terms of data analysis, integrated statistical analysis tools including Microsoft office applications and statistical software were applied. The analysed data would be presented through the application of line graphs, tables as well as statistical bar charts. Further, the methods of data collection were chosen due to the reliability and validity of the obtained results.
Population and Research Sample
The study was focusing on the factors that contribute to the increased consumption of fast foods in UAE. Specifically, the study examined whether change in lifestyle, occupational conditions and increased income contributes to augmented consumption of fast foods in UAE. Therefore, all UAE adult citizens particularly the working classes are deemed viable for the study. However, only a small number of participants was selected through random sampling procedures and depending on the manner in which their lifestyle changed and frequency with which they have been consuming the fast food.
In addition, other attributes including income, part of the country the person is living, education, age and gender were also taken into consideration. From the total number of respondents that could have been sampled, just 10 participants from various economic backgrounds were selected via a technique dubbed as convenience simple random sampling strategy. The self-administered survey questionnaires were conducted to help in addressing the formulated research questions.
Procedures
The study procedures are divided into various activities that are allocated certain duration in which they are supposed to be completed. Besides, the study is divided into four main parts including preparation, data collection and analysis as well as writing the research paper. In preparation, sequential activities begin with the consultation of the supervisor to provide guidelines on selecting the research topic, designing the study, creating the study questionnaire as well as acquiring the study literature.
Data Collection Procedures
As one of the most important studies, the required information were collected through administering properly well-designed survey questionnaires to unbiased selected participants. The soundly designed survey questionnaires were administered to 10 participants. Each part of the questionnaires constituted of key items that suitably attend to the research questions. For instance, part one constituted the possible contributing factors to the increased consumption of fast foods in UAE while other parts generated insights on other variables surrounding these factors.
Data Analysis
The data analysis has been performed using the Microsoft excel together with the Webropol Insight Statistical Analysis Tool (WISAT). Since the Likert scale measures were used, spearmans correlation was found to be appropriate in the analysis since ordinal scales have been applied. The spearman correlations coefficient indicates statistical dependence between two variables. The arithmetical relationship is considerable in the situation where the coefficient is more than 0.5. In addition, in case the p-value is below 0.05 then the correlation actually exists. The chi2 test is suitable since it compares the variability of two independent groups. In the chi2 test, results indicating the p-values less than 0.05 are considered statistically significant. However, in this case, the mathematical correlation indicates cause-effect relationship.
The data was grouped and categorised according to the independent variables. In other words, information that indicated a particular independent variable were grouped together and analysed. The hypothesis was tested through the application chi2 test to determine the statistical differences between the variables.
From the analysis, changes in lifestyle, income levels and occupational practices contribute hugely to the increased junk food intake among the UAE populations. No statistical difference was found in the correlation between these factors and the increased food intake among the tested population. According to the findings, about 70% agreed that they consume fast foods. Besides, fast food is consumed frequently. About 50 percent of the respondents agreed that they take fast foods daily.
Figure 1: Respondents attribution to change in lifestyle.
Besides, income levels came out to be the most influencing factor. In fact, about 30% of the respondents agreeing to be taking fast foods cited availability of money to make purchases. Similarly, about 40% respondents that infrequently take junk foods cited lack of money to make junk food purchases. Moreover, about 70% of the respondents agreed or strongly agreed that income levels dictate their junk food intake.
Figure 2: Respondents attribution to income levels.
Occupational practices also emerged as one of the most determinant factor in fast food intake. In fact about 60% of the respondents agreed that the type work contribute hugely to their intake of fast foods. Besides, majority of the respondents take their fast food meals at lunchtime. The implication is that tight work schedules make most of the employed to take fast foods. Besides, change in lifestyle came out as one of the determinants. About 60% of the respondents agreed that it is fashionable to take fast foods particularly among the population cities and urban places.
Figure 3: Respondents attribution to occupational practices.
While the analysis indicates positive correlation between the variables, the data was collected from a small sample size. In addition, the questionnaire consisted of leading questions weakening the data that was collected. Therefore, the data should be collected from larger sample that is representative of the population. Further, the questionnaire should include more questions that tend to measure increased variability.
Conclusions and Recommendations
Conclusion
The study findings indicate that the changes in lifestyle have significant contribution to the increased consumption and addiction to fast foods. Besides, income levels contribute to the consumption of junk foods. Individuals with high-income levels tend to spend more on fast foods compared with individuals with low-income. Besides, the frequency of consuming fast foods directly relates to high-income levels. Further, occupational variables such as tight work schedules explain the reason why majority consume fast foods. As such, the findings support the hypothesis that increased consumption and final addiction to fast foods are caused by changes in lifestyle, increased income levels and occupational variables.
Recommendations
While the study has attained its current purpose, it is very limited in terms of scope design and resources. In fact, the anticipation of this study is that it should inform further research. Therefore, further studies should increase the scope of the study to make the results have reliable and valid conclusions. In addition, the study is limited to only few participants. In other words, increased number of participants selected from various areas and social classes need to be studied in order to come up with valid and reliable conclusion.
References
Andreyeva, T., Long, M. & Brownell, K. (2010). The impact of food prices on consumption: a systematic review of research on the price elasticity of demand for food. American Journal on Public Health, 100(2), 21622. Web.
Bergtold, J., Akobundu, E., & Peterson, E. B. (2004). The FAST method: estimating unconditional demand elasticities for processed foods in the presence of fixed effects. Journal of Agricultural Resources and Economics, 29(2):276295. Web.
Garber, A., & Lustig, R. (2011). Is fast food addictive? Current Drug Abuse Reviews. 4(3), 146-162. Web.
Jekanowski, M. D., Binkley, J. K. & Eales, J. (2011). Convenience, accessibility, and the demand for fast food. Journal of Agricultural Resources and Economics, 26(1):5874. Web.
Musaiger, A. O. (2012). Overweight and obesity in UAE: prevalence and possible causes. Journal of Obesity, 21(1), 789793. Web.
Safar, I., Abbasi, S. S., Choudhry, A., & Riaz, A. (2002). Consumer behaviour towards fast food. Pak J. Food Sci, 12(3-4), 71-75. Web.
A vacuum machine is needed to cater for the packaging needs of the food that is prepared using the sous vide method. A vacuum chamber machine is often sourced following specific considerations such as kitchen size and demand/supply requirements.
Sous vide cooking pouches
These are special pouches that are specifically designed to envelop the food that is cooked using the sous vide method. The hermetic packages have the ability to withstand temperatures of up to one hundred degrees during the cooking process and they also protect the stored foodstuffs.
Cooking and regeneration equipment
A wide range of materials can be used as cooking and regeneration equipment. These types of equipments include water baths for controlled cooking processes and steam ovens.
Quick cooling equipment
Food that is cooked using the sous vide method requires to be cooled in a quick process. Quick cooling is best achieved through a blast chiller but it can also be accomplished by cooling the cooked pouches in water and ice.
Refrigeration equipment
Normal refrigeration equipment is appropriate for this task.
The cooking Process
Prepare the ingredients of the food to be cooked using only fresh and raw materials that have been prepared in accordance with the recommended hygiene-practices.
Put the prepared food ingredients in pouches that are appropriate for sous vide cooking systems.
Use a vacuum packaging machine to seal and package the food pouches. Most vacuum-packaging materials are easy to operate and they do not require special skills to operate.
Cook the pouched foods at a pre-defined temperature for a specified amount of time.
Start the cooling process; foods should be cooled to a temperature of three degrees centigrade within a time interval of less than ninety minutes.
The cooled foods should be stored at temperatures of between zero and three degrees centigrade. This type of storage ensures that the stored products are able to retain their superb quality for up to a few weeks.
During consumption, heat the food again and give it a brown color if necessary. This process only requires a few minutes to accomplish.
Garnish the food and serve it while it is still warm.
The Workflow
Begin by determining the sous vide process that is most appropriate for your specific cooking needs.
Using a probe-tip thermometer, ensure that you measure the food temperature at every stage of the sous vide cooking process.
It is important to ensure that all the time and temperature recordings that are made during the cooking process are written down.
Some foods can be prepared or pre-cooked before the sous vide process begins but they have to be chilled before the packaging process begins.
The sous vide cooking process should adhere to all food codes and regulations.
All the necessary cooking and food preparation equipments should be available during the sous vide cooking process.
Staff Skills Requirements
All staff members should meet all the necessary health and hygiene tests and it is their responsibility to ensure that food safety regulations are upheld.
It is the chefs responsibility to control and supervise the sous vide cooking process. Consequently, it is the work of the chef to identify potential health violations and act accordingly.
Staff members should receive additional training in sous vide methods if necessary.
Staff members should have the capacity to consult with their supervisors and chefs departments when they have questions concerning the sous vide process.
All staff members should be able to relate adequately with their colleagues and customers alike.
Advantages and Disadvantages of the Sous Vide Process
Advantages
The sous vide process eliminates loss of moisture during the cooking process and this ensures that foods do not lose their texture and flavor.
Sous vide process ensures that food is easily digestible and its nutritional value can be ascertained easily.
Sous vide system enhances convenience in restaurants because it helps establishments to accommodate all types of customer traffic with ease. In addition, restaurants can be able to offer a full menu to their customers all day long.
The sous vide method enables restaurants and establishments to save money and harness the organizational needs of kitchens. For instance, a sous vide kitchen is easy to clean and it enables operators to conduct better inventories.
The sous vide process reduces idle time and stress among staff members.
Disadvantages
The equipment and materials that are used for packaging food that is cooked through sous vide are expensive.
The sous vide process is slow and it requires a lot of prior planning. The speed of the sous vide process might have a negative impact on the operations of a restaurant.
Food that is cooked using the sous vide process is exposed to various chemical and microbiological hazards. Other cooking processes are shorter and this eliminates the chances of contamination during food handling exercises.
Gluten-free products became actively introduced in the US food market a decade ago. The consumers interest in these products increases along with the increased retail sales (Case 32). Thus, producers, retailers, and marketers are interested in discussing the strategies to use the markets potential for growth effectively. Thus, the following research question should be answered in this context: What advertising channels should be used by marketers in order to develop the growing gluten-free market with the focus on the consumers interests and reasons to buy gluten-free products?
The question is interesting and important to be researched because it addresses recent trends in the US food market and refers to the role of purchasing decision factors influencing the consumers behaviors. The gluten-free products present the comparably new category of products in the market, and this field requires additional research. There are extensive growth possibilities for the gluten-free market, but the problem is in the fact that the consumer group is rather diverse ( Gluten-Free Market Trends ). To stimulate the growth of the consumers group, it is necessary to use effective marketing and advertising strategies.
The data to answer the research question is downloaded from the Statista website. This statistics portal provides data from consumer surveys. The data on the consumers motivation regarding gluten-free products and on the popular media among the US consumers were analyzed to answer the question.
While developing the gluten-free market segment, marketers should focus on addressing the needs of the highly diverse group of consumers whose motivation regarding buying gluten-free products is not associated with celiac disease or gluten sensitivity. In order to address the wide target audience, it is necessary to advertise gluten-free products with the help of TV, radio, newspapers, magazines, and social networking websites in order to attract more consumers. Mentioning and advertising gluten-free products in newspapers, blogs, and social media websites, it is possible to address more potential consumers who are interested in new gluten-free products even without being diagnosed with celiac disease.
It is found that the US consumers of the gluten-free products present a diverse group because their motivational factors in buying gluten-free products do not depend on a certain diagnosis. There is a range of other factors influencing consumers purchasing behavior. According to the statistical data on the consumers motivation conducted in 2013, 36 percent of consumers prefer eating gluten-free products without being diagnosed with celiac disease. The other large group of consumers is persons with celiac disease (28 percent).
Those consumers who are sure that they are gluten sensitive should also be addressed in the market because they present 11 percent (Figure 1). These statistical data support the statement about the diverse consumer group interested in gluten-free products. It is also found that US consumers discuss newspapers, magazines, radio, and social networking sites as an essential part of their life. The consumer survey conducted in April 2014 states that newspapers are discussed as the important media by 72 percent; magazines are mentioned by 66 percent; radio is mentioned by 64 percent; and social networking sites are discussed by 54 percent (Figure 2). These data support the idea that ads in newspapers and magazines and on social media sites attract more consumers and provoke their interest related to gluten-free products.
Statistical Data
Figure 1. Consumers reasons for eating gluten-free products in the United States in 2013 ( Gluten-Free Products in the USA ).Figure 2. Media played an essential part in consumers lives in the United States as of April 2014 ( Media Important in the USA ).
People have extended inappropriate eating habits from homes to urban centers in many parts of the United States. Numerous studies have revealed that most people in New Jersey consume their meals in fast-food restaurants. Such foods have been proven to contain significant amounts of calories, salts, and fats. As a result, they are referred to fast or junk foods. The most common fast foods that are consumed by the residents of the New Jersey include chips, candy, gums, sweet desserts, crisps, alcoholic beverages, and carbonated drinks among others.
Although many literatures concerning fast foods and their possibilities of causing various health disorders such as obesity, diabetes type 2, high blood pressure, decreased calcium absorption, and cardiovascular diseases among others exist, people have been adamant to change their eating habits that are closely related to their posh lifestyles. The trends of fast-food consumption are characterized by particular behaviors such as skipping breakfasts and eating junk diets. In other cases, most adolescents and young adults develop a tendency of eating a lot in events such as parties and night outs among others.
In the process, they tend to eat junk foods. Most researchers have mentioned that several factors that include behaviors, environment, cultural, lifestyle, social-economic status, education, and habits were responsible for food choices. To a significant extent, such factors have led to increased junk food consumption in numerous parts of the US. The survey aimed at evaluating the consumption of fast foods amongst the residents of New Jersey in the USA. Other objectives that were considered during the study included determination of whether the habit contributed to a considerable percentage of dietary intakes amongst the residents besides the factors that influenced the purchase of fast foods.
Literature Review
The essay presents a review of various literatures on fast foods and consumer behaviors. It focuses on the brands of fast food awareness, purchase behavior, preferences, and factors that affect consumer preferences. The fast food industry started in Southern California around the 1940s. The industry led to a change in food consumption among the residents of the USA (Guthrie, Lin, & Frazao, 2002). Currently, almost every place in the USA has fast food centers in the streets, airports, boundaries of interstates, shopping malls, schools, gas stations, and hospitals among others. A study that was conducted by Anand (2011) indicated that culture plays a critical role in purchasing of fast foods by most consumers. Other factors that the researcher mentioned included social-economic backgrounds and lifestyles among others (Anand, 2011).
Furthermore, the ease of preparation, satisfaction, and portion sizes of junk foods are crucial factors that attract the industrys diverse consumers. It is also noted that children mostly go to fast food outlets for fun due to peer influence.
According to Anand (2011), many people who consume fast foods in New Jersey are not limited to adults. Children are currently observed to be fond of such diets. Other issues such as environments and locations of such premises also encourage fast food consumption in the state (Anand, 2011). The taste of junk nourishments is one of the leading factors that increase the probability of their choice amongst the young people. A research that was conducted by Kobayashi (2002) revealed that time, taste, and technological advancement potentially influenced the growth of the industry and preference of fast foods.
Technology has led to the transformation of economies and rapid urban growth. This set of circumstances has resulted in amplified consumption of fast foods in New Jersey (Kobayashi, 2002). Besides, advertisement and promotion of fast foods using tools such as the Internet and media have also increased their consumptions (Kobayashi, 2002).
Consumers Awareness towards Fast Food Products
According to Keller (2003), brand awareness is the ability to distinguish and identify a particular product under various conditions. This property can be built through recurrent usage and vulnerability of the brand that leads to the desired experience in the end. The experience of consumers because of using a particular brand can be realized through hearing, seeing, tasting, and/or even thinking about it. When a consumer uses a particular brand for a long period, the experience sticks in the brain. This state of play results in repeated consumption of the product (Keller, 2003).
This case is highly evidenced in the fast food industry where many consumers have developed a great taste for particular nourishments. On a different viewpoint, Keller (2003) attests that brand awareness is an asset that should be used in combination with other factors to build strong product equity. This situation serves as an alleviation measure for incidences that may arise such as inadequate information on the quality and health implications of fast foods.
The study further elaborated some behavioral factors that influenced consumers likening to branded fats foods. Brand awareness can also be termed as the consumers level of understanding the benefits of a particular product that increases underpins their purchasing will. Keller (2003) further equated brand awareness with an asset that is durable and sustainable in a business. In that case, it was perceived as an aspect that ensured familiarity with low-involvement goods such as soaps and fast foods among others. Such products were deemed easier to recall at the time of purchase (Keller, 2003).
According to Keller (2003), conventional mass media such as television and radios among others are used effectively to create brand awareness and promotion of fast foods. Additional sources of creating awareness include event promotions, publicity, and sampling among other approaches to swaying the attention of consumers. Media is one of the ways through which a consumer becomes aware of the information on a product. It influences the approval or disapproval behavior towards a fast food product (Keller, 2003). The brand is an important factor in ensuring improved purchase of fast foods.
According to Orth et al. (2004), the level of product awareness of soft drinks among the consumers was high as indicated by the purchasing mode. Becker-Olsen, Cudmore, and Hill (2006) also mentioned that a buyers behavior is significantly influenced by the attitude towards a particular product. However, the current study has limited its survey on the reasons for the purchase and source of information on fast-foods awareness.
Purchase Behavior of Consumers
Numerous researchers have noted varying factors that influence the purchase behaviors and decisions of consumers on fast foods. Such factors include brand reputation, recommendation, packaging, price, promotion, and the place of purchase. Becker-Olsen et al. (2006) revealed that consumers with high educational levels were found to consume more processed products. The research only considered the educational level while it omitted other factors that affect the purchase behavior of consumers. This project examines the consumers purchase criteria on fast foods based on sex and age differences among others.
Brown (2003) stated that the buying behavior was significantly influenced by the experience of consumers, influence of their friends, neighbors, and families. The research further revealed that the consumers were primarily swayed by the opinions of their family members to purchase and consume regardless of their income groups (Brown, 2003). The research has gone further and gathered information on many other aspects such as brand preference and perceptions of consumers that influence consumers purchase behavior on fast foods.
Brand Preference
Orth et al. (2004) attested that well-known brands tend to show multi-dimensional brand associations that are in tandem with the idea that consumers have developed familiarity with their products. Consumers can be willing to spend more energy on processing information regarding familiar brands compared to unfamiliar ones. The information on the message of the brand and its consistency are helpful in the determination of consumer preferences. Orth et al. (2004) posits that images that show more information about the brand, slogan, and maintenance of brand awareness also influence the choice of fast food buyers.
However, purchasing decisions are not mentioned in their research. The researchers generalized their findings on consumer preferences. Orth et al. (2004) further suggested that it was inapplicable for a buyer to rely on single brand purchases. However, the consumers were able to identify several brand names when shopping. According to Orth et al. (2004), repetitive advertising should be applied to promote brand recall. It is well known that consumer behavior is also influenced by current fashions; hence, the study only limited its scope to the point that repetitive advertising was meant for promoting preferences. They fail to mention the combination of brand recall and advanced technology in fashion trends and advertisement means.
Grier et al. (2007) presented the findings on the purchasing and consumption patterns of junk foods by children in the USA. The results indicated that a higher percentage of the households, especially among the African Americans purchased fast foods, followed by the Hispanics and non-Hispanic Americans in the country. They revealed that satisfactory taste and quality, and households perception that the foods were healthy products were the main reasons for the increased purchase and consumption of junk nourishments. However, the researchers failed to address other factors that boosted the sales of processed peach products such as the influence of consumers by shopping friends, attractive advertisements, favorable prices, and product availability among others.
Grier et al. (2007) identified that the change in consumption pattern arose from changing eating habits. They realized that increased parental influence significantly affected the consumption of junk foods among children. The children mostly prefer junk food products as compared to other consumers. According to the researchers, fast foods are increasingly becoming popular among diverse consumers ranging from travelers, workers, and tourists among other groups. In addition, children, being subsets of consumers, learn everything from the family and society (Grier et al., 2007). The researchers further mentioned that parents knew the good and bad attributes of fast foods.
They also clarified the dissimilarity of children attitudes of towards junk nourishments. Female children considered the fast food from the broad food chain context while the male ones factored it from a satiety point of view. The study explained both the preferred and unwanted attributes of fast foods, attitudes of children, and parental influence. However, the researchers did not consider the loyalty status, perception, motivation, physical factors, and the overall consumer behavior towards fast foods. The study was also limited to fast foods but did not consider the factors that affect consumer preferences. Children who formed part of the consumers ate such foodstuffs during outings with their parents. In the event, they learn about different types of nutriments other than fast foods (Grier et al., 2007). Although a similarity was indicated in the current study that took place in the New Jersey town, the research done by the researchers was an exploratory study rather than a survey.
In a separate research, Becker-Olsen et al. (2006) studied consumer behavior towards the consumption of instant foods in the USA. The research revealed that consumers create their ideas based on product characteristics. The features played important roles in influencing decisions of the consumers. Becker-Olsen et al. (2006) further mentioned consumer brand preference with respect to soft drinks and other fast foods; found technology has enabled most consumers to love the some well-known brands. Pepsi and Coca-Cola are some of the worldwide-recognized brands. In addition, quality was deemed an important factor that swayed consumer attitudes towards branded foodstuffs. Martin-Biggers et al. (2013) revealed that taste was also a significant factor that influenced the purchasing decision as against the product qualities.
Perception of Consumers on Fast Foods
Fast foods in the American society are one of the biggest influencers in consumer spending. The dominating categories of population that consume the junk foods include children, adolescents, and adults. According to Austin et al. (2005), the burgeoning number of fast food consumers in the USA has contributed significantly to the countrys economy. It has been proven that about one-fifth of the population in the USA consumes junk nourishments in restaurants per day.
Although this trend is perceived to have some economic benefits, it has been noted that various health-related complications are associated with eating junk foods in the recent past (Austin et al., 2005; Grier et al., 2007). Current studies have also shown that consumers have different perceptions of fast foods. The majority of consumers view fast foods based on its health and economic significances (Austin et al., 2005).
Currently, many people are aware of the effects of consuming disproportionate junk foods. To alleviate such problems, current fast-food restaurants tend to offer healthy fast foods to their consumers with a view of improving positive perceptions on such foods. Most advertisements on fast foods are currently focusing on health promotion aspects by giving advices on the preferred diets that have low fats and calories among other health benefits (Austin et al., 2005).
Methodology
The survey was conducted in New Jersey in the USA. The population sample included students from various colleges, institutions, and various customers who eat their meals in fast-food restaurants. 426 samples were included in the survey. The questionnaires were distributed to the students in their respective colleges. Some were issued with online questionnaires due to the vast distances. Customers who frequent the fast food restaurants were also issued with the questionnaires upon their consents. 300 students were issued with questionnaires while the rest were customers who consented to be included in the survey. There were 305 males and 121 females. The majority of the respondents were aged between 18 and 30 years. About 20 percent of the respondents fell between 30 and 35 years-old while 10-percent were ranged from 35 and 45 years.
The questionnaire used for the study comprised demographic information about the respondents and 10 multiple-choice questions. The demographic information further elaborated the Living Standard Measurement (LSM) besides age distribution among others. Other parts of the questionnaire focused on fast food consumption trends and consumer behavior. A consent form that was to be read first by the respondent to either consent or decline was also included for ethics. The respondents were then allowed to complete the questionnaires in 20 minutes. The study was conducted between February and March 2015. Some of the questions that were addressed included the following.
What are the reasons for purchasing fast food products?
What are the sources of information on awareness of the fast foods?
Limitations of the Study
The study was based primarily on both primary and secondary data that was collected from sample journals based on fast food survey methods. The secondary sources required questionnaires that were administered in the survey. The questions were restricted to the scope that only entailed consumer behaviors regarding consumptions trends of junk nourishments. In addition, some responses that were obtained from respondents such as suppliers and managers of the food outlets were omitted. Furthermore, some consumers in the respective journals were furnished with information about their memories and experiences.
The data collected therefore was subject to biases because there was a possibility that some respondents did not take fast foods. The study area was also limited to New Jersey; hence, the findings were not applicable to other markets since differences did not occur among the consumers concerning demographic and psychographics characteristics.
The collection and analysis of data were limited to cross-sectional surveys and tabular, chart, graphical, and inferential analysis. The survey was also meant to collect data at one time in New Jersey. This set of circumstances led to the omission of some trends and changes that pertained to the population behavior pertaining to the purchase of fast foods. Due to the online distribution of the questionnaires as part of the survey, non-randomized techniques such as self-directed sampling were also included for sample inclusion. At this point, a limitation was further ensured to select those individuals who had participated in online surveys only. A surface mailing survey was conducted in various institutions with a view of aiding the overall response rate. Although the achievement of such situations was possible, some respondents failed to submit genuine answers due to constant online communication.
Results
Reasons for buying Fast Foods
The graph below depicts various primary factors that drive the purchasing habits of fast foods. At the outset, availability of snacks such as biscuits accounted for 36-percent of the purchase decisions. The desire of junk nourishments due to taste represented 24-percent while the influence of family members stood at 53-percent. The other reasons for the purchase of biscuits included the influence of friends and relatives 9%. However, 17% of the consumers bought the products due to affordability. The factors considered while purchasing crispy snacks (chips) were readily available accounting for 37%, taste 29%, influence of friends and relatives 20%, influence of family members 7%, convenience of use for snack 4%, and cheap 2% as shown in the figure.
Fruit juice was consumed largely because of its taste 49% followed by ready availability 18%, influence of friends and relatives 14%, 13% acquired the likes for fast foods from family members, 4% satisfaction and 2% affordability. 47-percent of the respondents consumed ice creams because of their taste, 21% of them claimed that friends and relatives influenced them, 9% learned the purchase behavior from family members, 8% mentioned cheap, 7% readily available, and 4% other reasons. 2% of the respondents repeatedly bought fast foods due to satisfaction while 1% claimed that they intended to save time that is consumed by the preparation of other foodstuffs.
Figure 1: A graph showing the factors that influence the purchase of various fast foods.
Source of Information on Awareness of the Fast Foods
Source of information to create awareness of fast foods in the study area provided the following analysis. In the case of biscuits, it was observed that the television was a significant source of information about the brands accounts for 73% of the respondents. Friends and relatives covered about 9%. Shopkeepers, retailers, and window displays represented 5% each. Magazines represented 4% while radio and others had 2% each.
In case of chips, friends and relative topped as the sources of information 43% followed by shopkeepers 19%. Window display had 14%, newspaper 9%, television 4%, other sources 2% and radio 1%.
Television topped with 26% as a source of information on the awareness of ice cream followed by friends and relatives 17%. Shopkeeper represented 15% of information awareness while the newspaper and magazines covered 14% and 10% respectively. Window display signified 8% while the radio and other sources represented 6% and 4% respectively. Lastly, information on fruit juice was promoted by 39% on the television, friends and relatives 16%, magazine 13%, window display 10%, radio 8%, shopkeeper or retailer 7%, newspaper 5%, and other sources 2%.
Conclusion
The present study made a systematic effort on studying fast food consumption in New Jersey by analyzing the purchasing reasons and sources of information. The following conclusions were made after the study. At the outset, the availability of the range of products, taste, and quality of fast foods were the main factors that influenced the purchasing behavior of fast foods by respondents. A significant number of the respondents in different age brackets were aware of the fast foods.
Based on the results of the study, the following suggestions were recommended. At the outset, majority of the residents in New Jersey have an increasing tendency of purchasing fast food products. Consumers of fast foods in the regions encompass all age categories such as children, adolescents, and even adults. However, research should be done to examine the effects of fast foods on the health of consumers. It should also focus on sustainable marketing strategies that meet the consumer needs.
The essay clearly depicts that the consumption of fast foods in New Jersey is becoming increasingly rampant. As a result, various governmental arms that are concerned with health issues should remain in the forefront to encourage people to change their lifestyle habits with a view of alleviating critical health issues such as high blood pressure, diabetes, and some types of cancer among other maladies.
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Prior to the Spanish invasion of the Aztec Kingdom in the 16th century, the main staple food of Mexicans was composed of corn and beans. The food changed and included some elements of European foodstuff, especially Spanish. Apart from Spanish elements added to the food, Europeans introduced other types of components, such as animal proteins from goats, pigs, and sheep. Dairy products, such as cheese and various herbs, were also introduced as well spices that are nowadays part of Mexican cuisine. It is worth to note that it is not only Europeans who changed Mexican cuisine. Asian and African cultures also contributed to the changes, especially in the colonial era. Initially, the changes were not taken well, but with time, it was not easy to avoid different influences from different cultures present in the country. This paper focuses on showing how Mexican cuisine has been reduced to comfort food or fast food. In addition, it discusses the gradual change from the traditional food of corn and beans.
Andrew Zimmern view on Mexican cuisine
Andrew Zimmern has toured Mexico several times, and his discussion of Mexican cuisine shows different levels of sophistication and complexity, especially with his last stop in Mexico City. He says that when he first visited Mexico, cooking was done by chefs from other nations who prepared foreign delicacies, such as Italian and French food. According to Andrew, things have changed since many restaurants, for example, Enrique Olvera, have all kinds of Mexican food. In addition, they prepare indigenous and pre-colonial food, for example, mole madre and mole Nuevo, but in a slightly different way. The ingredients of the food are chilli, herbs, and spices, which are some of the traditional food components of Mexicans. People from around the world, according to Andrew, travel to the nation to experience its delicious dishes. Olvera Restaurant, therefore, utilizes modern as well as indigenous ingredients, such as ant eggs (escamoles) to make the most delicious dishes.
An interview with Martha Ortiz on Mexican cuisine
Martha Ortiz Chapa, a chef who owns one of Mexico Citys restaurants, Dulce Patria, also shared her views on Mexican food in an interview. Martha prepares food not only to make money, but as a work of art. In her restaurant, there is evidence of preserving Mexican culture, which is clearly shown by pieces of art, dishes, and chairs. She likes traditional food types that are included in her menu. Her dream is to encourage Mexicans to embrace their culture through food. This can be done through modernization of indigenous cooking to reflect what people like most.
Conclusion
From the analysis of Andrews experience in Mexico City and Marthas interview on Mexican cuisine, it is easy for a person to conclude that Mexican cuisine has been reduced to comfort food. Many types of comfort food are negatively viewed by some people, especially educated people, who associate some health conditions with them. A person who has been reading about Mexican food as being corn and beans, for example, will not agree to consume fast food when he or she visits Olvera Restaurant. The general perception about Mexican cuisine is that it has been reduced to that of fast food because the public does not go into the details of the ingredients of various modern dishes. However, it can be noted that recipes have just been modernized, but not completely changed.