Consumer attitude to fast food: the case study of Lithuania
2015
Tamuliene, V., Aleksandras Stulginskis Univ., Akademija, Kauno reg. (Lithuania)
The fastening pace of life is changing Lithuanians’ nutrition habits and the following change turns to be the most favourable for the development of fast food industry. The attitude has a very strong meaning for consumer behaviour. The attitude determines the obtainment and loyalty of consumer product and service. It is significant for marketing specialists to identify the components, which form positive attitude towards service or products. The availability of food is increasing; however, there emerges a lot of fast food, the consumption of which the aggressive advertising is promoting a lot. As in all fields, as well as in the industry of fast food, there are people, who support the following business and there are some against it. The following attitude might be determined by different components, which shape one’s attitude. The research problem: what are the attitude components and how do they evidence in the selection of fast food in Lithuania? The article aim is as following: after having investigated the consumer attitude components to identify their impact on Lithuanian consumer attitude towards fast food. The research object: the impact of Lithuanian consumer attitude on the selection of fast food. For the research completion, the methods of questionnaire survey were applied. The gained research outcome has disclosed that the selection of fast food in Lithuania is determined under hedonistic consumption although, there is present the expression of the cognitive information process between the components of cognition and behaviour.
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