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The Impact of Fast Food Marketing on Millennials University of Arkansas, Fayetteville ScholarWorks@UARK Theses and Dissertations 8-2016 The mpI act of Fast Food Marketing on Millennials Kabo Tuelo Segokgo University of Arkansas, Fayetteville Follow this and additional works at: http://scholarworks.uark.edu/etd Part of the Human and Clinical Nutrition Commons Recommended Citation Segokgo, Kabo Tuelo, "The mpI act of Fast Food Marketing on Millennials" (2016). Theses and Dissertations. 1731. http://scholarworks.uark.edu/etd/1731 This Thesis is brought to you for free and open access by ScholarWorks@UARK. It has been accepted for inclusion in Theses and Dissertations by an authorized administrator of ScholarWorks@UARK. For more information, please contact [email protected], [email protected]. The Impact of Fast Food Marketing on Millennials A thesis submitted in partial fulfillment of the requirements for the degree of Master of Science in Human Environmental Sciences By Kabo Tuelo Segokgo University of Swaziland Bachelor of Science in Home Economics General 2001 August 2016 University of Arkansas This thesis is approved for recommendation to the Graduate Council. __________________________________ Godwin-Charles A. Ogbeide, M.B.A, Ph.D. Thesis Director _____________________________ ______________________________ Rhonda K. Hammond, Ph.D. Mechelle Bailey, M.S, R.D.N, L.D.N Committee Member Committee Member ABSTRACT Fast food marketing is an effective tool used by businesses to build food brand recognition among their consumers. Increased fast food consumption has been linked to the increase in high calorie consumption. This study sought among Millennials to assess the association between fast food marketing and consumption of fast food. It further dealt with perceptions on the relationship between fast food consumption and weight gain. A convenience sample of 507 participants was used to collect data from University of Arkansas’ students through an online survey and an in person survey. An independent sample t test and multivariate analysis of variance (MANOVA) were used to analyze the data. The findings indicated that knowledge levels affected consumption decisions. Low nutritional knowledge level consumers would be more likely influenced by fast food advertisement to purchase fast food as opposed to consumers with adequate nutritional knowledge level. In addition, the findings revealed that mere nutritional knowledge does not necessarily lead to low prevalence of obesity. However, there was a relationship between the level of consumption of fast foods and obesity. The results of this study provided policy implications on how to help strengthen nutrition education resources and ultimately have an impact on Millennials dietary behavior. ©2016 by Kabo Segokgo All Rights Reserved ACKNOWLEDGEMENTS I would like to express my deepest appreciation to Dr. Godwin-Charles Ogbeide, my committee chair and advisor. For his wisdom, guidance, help and patience throughout this project. Without his persistent help, moral and intellectual support this thesis would not have been possible. I am grateful to my committee members, Dr. Rhonda K. Hammond and Ms Mechelle Bailey for taking interest in my project and serving on my committee. Their expert and valuable guidance enabled me to complete my work. The assistance and help I received from my fellow graduate student Dylan Martinez is highly appreciated. In addition, I would like to thank Kay “Gogo” Raseroka for her constant support and encouragement towards my professional development. I would also like to thank my sister Nnana for being patient and supportive throughout my studies. Finally, to family and friends thank you for your support I could not have made it this far without each and every one of you. DEDICATION This edition of The Impact of Fast Food Marketing on Millennial Generation is dedicated to my late parents Sediko and Motlatsi Segokgo. Thank you for being the best parents. I hope this accomplishment makes you proud. TABLE OF CONTENTS Chapter I .........................................................................................................................................1 Introduction .................................................................................................................................1 Chapter II .......................................................................................................................................5 Literature Review .........................................................................................................................5 Millennial Consumer Characteristics .......................................................................................5 Consumer Knowledge ..............................................................................................................7 Millennial Knowledge of Nutrition ........................................................................................10 Marketing/ Advertising .........................................................................................................13 The Influence of Advertising / Marketing on the Millennials ................................................15 Fast Food Consumption ..........................................................................................................17 The Relationship between Fast foods and Obesity.................................................................18 Theoretical Framework ..........................................................................................................20 Hypotheses ............................................................................................................................22 Definition of key terms .........................................................................................................34 Chapter III ...................................................................................................................................35 Methodology ..............................................................................................................................35 Research Design .....................................................................................................................35 Population and Sample ...........................................................................................................36 Instrumentation .......................................................................................................................36 Validity of Instrument ...........................................................................................................36 Measures .................................................................................................................................37 Institutional review Board ......................................................................................................38 Data Analysis ..........................................................................................................................38 Chapter IV ....................................................................................................................................40 Results .......................................................................................................................................40 Participants Characteristics ....................................................................................................40 Tests of Hypotheses ................................................................................................................42 Discussion .................................................................................................................................46 Chapter V .....................................................................................................................................51 Conclusion ..................................................................................................................................51 Implications ................................................................................................................................52 Limitations .................................................................................................................................53 References .................................................................................................................................54 Appendix A ...............................................................................................................................68 Appendix B ................................................................................................................................69 Appendix C ...............................................................................................................................70 Appendix D ...............................................................................................................................71 Appendix E ................................................................................................................................75 Appendix F ................................................................................................................................76 CHAPTER 1 Introduction The fast food industry has grown at an alarming rate in the US. Fast food is considered a convenience food of low cost that is purchased in outlets that allow for carry-out eating venues without wait service (Pereira,
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