A Study on Junk Food Consumption Behaviour among College Students By Prof A H Sequeira NITK, Surathkal A Sowmya* Beryl Thomas* Chahat Mahajan* Chandra Kumar* * MBA Students, NITK, Surathkal ABSTRACT The study of junk food consumption behaviour among college students is aimed to have an in depth analysis of food consumption trends and attitudes among college students The research takes up an exploratory approach and used primary data from sample survey conducted on a quota sample to arrive to conclusions The factors to be investigated in the study were identified from secondary literature Survey was conducted among a sample of students through a documented self-administered questionnaire Chi-square and Z-test were carried out to analyse the survey data The findings of the research lead to the conclusions that the tendency of replacing regular meals with junk food was more with female students Further , Post Graduate students were more concerned about the health impacts of junk food compared to Under Graduate students The research also indicates that factors like accessibility, taste, price and ambience are having an influence in driving people towards food outlets and these factors vary with gender and level of education Electronic copy copy available available at: Electronic at:https://ssrn.com/abstract=2502101 http://ssrn.com/abstract=2502101 INTRODUCTION Junk Food is defined by Centre for Science and Environment as ―any food, which is low in essential nutrients and high in everything else—in particular calories and sodium Junk foods contain little or no proteins, vitamins or minerals but are rich in salt, sugar, fats and are high in energy (calories)‖ So the common perception about junk food and its consumption is negative, since it happens to be a misfit in any good diet plan due to lack of nutritional value and high calorie content But over the years, several studies have observed that the consumers are opting for junk food in several instances It has also been proven as a profitable business sector to invest The need for this study is this scenario, to find reasons for people opting to pay and consume junk food and to know how much is their consumption rates and awareness levels on what they are consuming Past studies done world over have suggested many reasons for this trend and through our study we try to see about the same in a different context The younger generation is seen to be the most attracted to junk foods and this also has been observed by several studies in the past This study is made on the same category of individuals The population for the study restricts itself to the under and post graduate student population of RIT to understand about the practices and perceptions of the younger generation, aged around 17-25 The relevance of choosing RIT is that it is institute of National repute in India Further, students from all parts of the country are represented, making it a population of individuals from diverse cultural, geographical and financial backgrounds from across the country This heterogeneity in population might provide results that could be relevant for common trends in India Most of the population being resident students, and hence their practices and choices are assumed to be more independent The reasons for their choices of food habits can be a good indicator of the food habits of college students in the country Objectives The research project envisaged the following research questions and objectives listed in Table 1.1 i|Page Electronic copy copy available available at: Electronic at:https://ssrn.com/abstract=2502101 http://ssrn.com/abstract=2502101 Table 1.1: Research Questions and Research Objectives Research Questions Research Objectives 1) How far junk foods are influencing the regular food habits of students? 1) To understand the influence of the of junk foods into the regular food habits of students 2) What is the attraction towards the taste of junk foods among students? 2) To study influence of taste and flavour of junk foods on students 3) What is the influence of brand value and attractiveness of fast food outlets on the consumption among students? 3) To access the influence of brand value and attractiveness on consumption of junk food 4) What is the accessibility to junk food consumption? 4) To study the impact of accessibility and secondary services of junk food outlets on consumption behaviour 5) How secondary factors like ambience and service pattern at fast food joints influence the behaviour? 5) To explore the awareness level among students regarding the impact of junk foods on health 6) What is the level of awareness among students regarding the impact of junk foods on health? Hypotheses Based on literature and experience, the following null and alternative hypotheses were framed for the study  H01: There is no difference of gender in the tendency of replacing regular meals with junk food HA1: There is difference of gender in the tendency of replacing regular meals with junk food  H02: Concern about health has no difference between UG and PG students HA2: Concern about health has difference between UG and PG students  H03: There no is significant relationship between factors affecting choice of junk food and gender of the student HA3: There is significant relationship between factors affecting choice of junk food and gender of the student ii | P a g e Electronic copy available at: https://ssrn.com/abstract=2502101  H04: There is no significant relationship between factors affecting choice of junk food and education level of the student HA4: There is significant relationship between factors affecting choice of junk food and education level of the student REVIEW OF RELATED LITERATURE Several studies have taken place in vivid contexts related to junk food perceptions and its reasons According to Mark K Jekanowski (2001) the demand for fast food depends heavily on the ease of consumer access to the product The fast food industry has continually found ways to make its product more accessible, and this effort continues today with retail outlets appearing in such varied locations as office buildings, department stores and airports Much of the growth in consumption is due to increasingly supply of convenience A study by Firdause Abdullah (2011) explains that various dimension such as price reasonableness, special pricing offers in menu packages, discounts, special prices for regular customers, promotional pricing on new menu items and inclusion of local delicacies influence the customer preference in food service industry This study also reveals that brand names, spacious seating arrangements, adequate parking space, wide variety of menu items and attractiveness interior design have great influence in attracting customers According to Oyedunni S Arulegun and Modupe (2011) despite there was a high level of awareness and knowledge of the constituents of the fast food and its risk for developing Non Communicable Diseases in future , respondents still engage in the consumption of this category of foods A study conducted by Vinay Gopal J and his colleagues (2012) explains the role of television advertisements in attracting the college students to junk foods Majority of the sample studied had admitted of getting addicted to junk foods The study suggests a defiant need for the young generation to understand that there are various chemical additives added to the junk foods and about the negligible nutrient levels in junk foods, for cultivating an effective, safe and healthy balanced diet A report given by Naheed Vaida (2013) says that consumption of fast food was high during pre-lunch periods The flavour/taste attracts the maximum percent of respondents iii | P a g e Electronic copy available at: https://ssrn.com/abstract=2502101 while going for fast food Most of the respondents prefer branded fast food items and are willing to spend daily Rs.20-50 or more on buying fast food Majority of respondents agreed over the statement that eating of fast food is the way of showing that the respondents belong to a higher society He also said that majority of the respondents agreed that consumption of fast food is more among girls than boys and agreed to the fact that urbanization has a greater influence on changing food habits of students A study by Anita Goyal (2007) explains that young Indian consumer have the greatest value for taste and quality followed by ambience and hygiene A study by Ya- li Huang (1994) explains that the students skipped breakfast (22%), lunch (8%), and dinner (5%); 80 percent of the students snacked at least once a day No significant differences found in frequency of meals skipped and snacks consumed between male and female A study by Sahasporn Paeratakul (2003) explains that fast-food use may decline at the highest levels of education In this study, people with or more years of college education reported lower fast-food consumption compared with those with high school or some college education Summary of related literature is given in Table 2.1 Table 2.1: Summary of related literature Author Ya- li Huang Year 1994 Findings No significant difference between male and female in meals skipped and snacks consumed Mark K Jekanowski 2001 Demand for fast food depends on ease of consumer access Sahasporn Paeratakul 2003 Fast food use declines among students at highest level of education Anita Goyal 2007 Youngsters in India give most importance to taste and quality, followed by ambience and hygiene Firdause Abdullah 2011 Influence of price discounts, brand names, infrastructure facilities on attracting customers to outlets iv | P a g e Electronic copy available at: https://ssrn.com/abstract=2502101 Oyedunni S Arulegun and Modupe 2011 Consumption of fast food continues despite the awareness of constituents and risks for developing diseases Vinay Gopal J 2012 Role of advertisements in attracting college students, need of younger generation to cultivate balanced diet Naheed Vaida 2013 Attraction towards taste, preference towards branded food items to show that they belong to a higher class in society Through the study of literature survey different variables were identified that were found to be affecting demand and consumption of junk foods (dependent variable) The variables in consideration for the study are listed in Table 2.2 Table 2.2: Independent and Dependent Variables identified Independent Variables Accessibility Pricing & Discounts Ambience Amenities Variety in Menu offerings Taste Quality Brand Reputation Service Advertising Hygiene Gender Level of Education Dependent Variables Consumption Behaviour of Junk Food This research was mainly intended to study the effect of these independent variables in detail and also to identify any other variables that tend to affect the consumption behaviour of junk food among students of RIT METHODOLOGY The study of junk food consumption among RIT students adopted an exploratory study It involved identifying the trends and behaviours of RIT students with regard to junk food consumption The effect various factors on junk food consumption behaviour were identified as independent variables from the study of related literature v|Page Electronic copy available at: https://ssrn.com/abstract=2502101 Inductive and deductive reasoning were employed in the study Survey data comprised of primary data from subjects A combination of quantitative and qualitative strategy was used to capture the data Hypotheses were tested by statistical data analysis (χ2 testing and z-test) Tool Survey method was used to conduct the study on a sample of the population using a structured self-administered questionnaire (Appendix I) Sampling Quota sampling technique was used for the population of size 4800 The population comprised of about 75 percent male and 25 percent female students; about 72 percent of undergraduate students and 28 percent of postgraduate students The same ratio of these categorizations was maintained to select the sample Within the quota, convenience sampling was used Sample size was calculated as 355 with 95 percent confidence The procedure of calculation of sample is provided in Appendix II The categorical distribution of the sample based on quota sampling employed has been shown in Table 3.1 Table 3.1: Categorical distribution of sample chosen Category UG students PG students Total Male 191 75 266 Female 64 25 89 Total 255 100 355 RESULTS AND DISCUSSION Considering the trend of replacing regular meals with junk food, nearly 75-80 percent of the students responded as they would it at times (often, occasionally and rarely), while only less than percent were always opting for junk food Rest of the population never followed such a habit The percentage trend, shown separately for undergraduate and postgraduate students is shown in Figure 4.1 It was also observed that the trend was almost similar between undergraduate and postgraduate students vi | P a g e Electronic copy available at: https://ssrn.com/abstract=2502101 40 35 30 25 UG 20 PG 15 10 always often occassionaly rarely never Figure 4.1: Percentage of UG/PG Students who opt junk foods instead of regular meals Source: Survey Data In an analysis of the same trend between male and female students, the tendency has been observed to have a relationship, thereby rejecting the Null Hypothesis H01 Here a significantly higher percentage of female students were observed to consume junk food meal often The analysis of observations is given in Table 4.1 Null Hypothesis H01=There is no difference of gender in the tendency of replacing regular meals with junk food Alternate Hypothesis HA1= There is difference of gender is the tendency of replacing regular meals with junk food Table 4.1: Students on whether they replace regular meals with junk food Gender\Response Always Often Occasionally Rarely Never Total Male 10 27 102 79 48 266 Female 29 27 19 13 89 Total 11 56 129 98 61 355 Source: Survey Data Note 1: χ = 26.092 Note 2: d.f = 4; α = 0.05 => Critical Value = 9.49 vii | P a g e Electronic copy available at: https://ssrn.com/abstract=2502101 HA1 accepted There is difference of gender is the tendency of replacing regular meals with junk food The observation is graphically represented as shown in Figure 4.2 45 40 35 30 25 male 20 female 15 10 always often occassionaly rarely never Figure 4.2: Percentage of M/F Students who opt for junk foods instead of regular meals Source: Survey Data In an analysis of the factors that are influencing the food habits of students, it was observed that availability and time constraint make people opt their existing food habits This was observed to be similar for male and female students For more than 40 percent of the respondents, availability was the driving factor while over 20 percent were driven by time constraints and schedules that gave them fewer choices The factors influencing food habits and corresponding percentage of students who were influenced by each of the factors are shown in Figure 4.2 viii | P a g e Electronic copy available at: https://ssrn.com/abstract=2502101 45 40 35 30 25 MALE 20 FEMALE 15 10 availibilty time constraint peer pressure price factor others Figure 4.3: Percentage of students vs Factors affecting their food habits Source: Survey Data In an analysis of the level of concern of students about the health impacts of junk foods, nearly 60 percent responded that they are ―somewhat concerned‖ about it While 20 percent were highly concerned, the rest were not much concerned on this aspect Both genders responded in a similar way in this aspect A graphical representation of this data is shown in Figure 4.3 70 60 50 40 MALE 30 FEMALE 20 10 very much concerned somewhat concerned don't worry about it don't care Figure 4.4: Percentage of M/F Students vs Level of concern on health impacts of junk food Source: Survey Data ix | P a g e Electronic copy available at: https://ssrn.com/abstract=2502101 When the same response set is analysed after classifying respondents on the basis of whether he/she is an undergraduate or postgraduate student, it was found that a larger percentage of postgraduate students are having high level of concern compared to undergraduate students This relationship means the second null hypothesis of the project can be rejected The observed data is available in Table 4.2 along with corresponding statistical testing shown below Null Hypothesis H02= Concern about health has no difference between UG and PG students Alternate Hypothesis HA2= Concern about health has is different between UG and PG students Table 4.2: Responses from sample regarding concern about health Degree\Response Very Much Somewhat Don't Worry Don't care Total UG 42 155 42 16 255 PG 36 45 11 100 Total 78 200 53 24 355 Source: Survey Data Note 1: χ = 17.40161 Note 2: d.f = 3; α = 0.05 => Critical Value = 7.82 HA2 accepted Concern about health has is different between UG and PG students The graphical representation of the observation is shown in Figure 4.5 and this clearly indicates the difference in percentage of respondents in the first two options This indicates that the postgraduate students have an overall increased concern over health impact of junk food consumption x|Page Electronic copy available at: https://ssrn.com/abstract=2502101 70 60 50 40 UG 30 PG 20 10 very much concerned somewhat concerned don't worry about it don't care Figure 4.5: Percentage of UG/PG Students vs Level of concern on health impacts of junk food Source: Survey Data The survey had asked its respondents about how they would on a scale of to give their rating of importance while choosing a place to eat outside They were asked to rate on 13 factors, the factors were statistically tested for relationships with regard to gender and level of education The observations and testing of third and fourth null hypotheses are given along with Tables 4.3 to 4.8 Table 4.3: Rating for factors of preference: Male students Rating → variables↓ Quality Hygiene Brand Reputation Taste Ambience Service Add On Facilities Variety In Menu Discount Scheme Nutritional Values Accessibility Hours of operation Price Source: Survey Data 10 49 21 16 120 37 31 20 44 20 90 22 66 54 120 30 110 76 66 141 315 54 342 273 114 204 159 138 376 256 180 220 208 344 104 368 112 392 590 680 110 875 230 230 110 270 495 320 Total no of students 266 266 266 266 266 266 266 266 266 266 15 32 56 64 111 213 432 228 390 370 266 266 12 26 87 288 700 266 xi | P a g e Electronic copy available at: https://ssrn.com/abstract=2502101 Table 4.4: Rating for factors of preference: Female students Rating → variables↓ Quality Hygiene Brand 10 Reputation Taste Ambience Service Add On facilities 27 Variety In Menu Discount scheme Nutritional values Accessibility Hours of 11 operation Price Source: Survey Data 14 32 15 39 66 144 92 108 180 185 70 Total no of students 89 89 89 12 20 22 40 20 36 16 54 99 57 51 72 78 63 80 112 156 52 132 100 136 210 70 60 60 90 80 105 89 89 89 89 89 89 89 20 38 48 96 160 60 70 60 89 89 14 66 84 150 89 Null hypothesis: H03= There no is significant relationship between factors affecting choice of junk food and gender of the student Alternative hypothesis: HA3=There is significant relationship between factors affecting choice of junk food and gender of the student Table 4.5: Z-test Analysis Values for Gender relationship variables Quality Hygiene Brand Reputation Taste Ambience Service Add On Facilities Variety In Menu Discount Scheme Nutritional Values Accessibility Hours Of Operation Price z-test value 2603.90326 10544.84681 -21646.6867 8881.280302 -3947.53402 1007.779087 -20238.8334 -6275.7178 2965.062544 -3536.40456 14370.37029 23338.8127 20321.0415 xii | P a g e Electronic copy available at: https://ssrn.com/abstract=2502101 Significance level: α=0.05 Interpretation: Because the calculated Z for brand reputation, ambience, add on facilities, variety in menu and nutritional value are less than the critical z = -1.645 (and in the rejection region),and also the z-value of other factors i.e quality, hygiene, taste, service, discount scheme, accessibility ,hours of operation and price are more than z= 1.645 (again in rejection region) reject null hypothesis H0 at the 0.05 significance level that there are significant relationship between factors affecting choice of junk food and gender of the student Table 4.6: Rating for factors of preference: PG students Rating → variables↓ Quality Hygiene Brand Reputation Taste Ambience Service Add on Facilities Variety In Menu Discount Scheme Nutritional Values Accessibility Hours of operation Price Source: Survey Data 10 15 28 15 10 19 22 30 10 36 34 66 28 58 20 26 30 18 12 24 102 66 42 60 51 78 57 60 39 105 51 164 32 104 44 140 148 64 120 72 200 192 72 104 190 360 75 285 90 90 30 75 120 80 100 65 215 Total no of students 100 100 100 100 100 100 100 100 100 100 100 100 100 Table 4.7: Rating for factors of preference: UG students Rating → variables↓ Quality Hygiene Brand Reputation Taste Ambience Service Add on Facilities Variety In Menu Discount Scheme Nutritional Values Accessibility Hours of Operation Price 13 10 49 10 16 119 26 25 21 28 26 92 24 50 42 94 22 88 72 69 156 279 42 399 270 114 198 180 141 356 316 184 256 180 352 92 380 140 328 580 505 105 800 210 200 140 285 455 345 Total no of students 255 255 255 255 255 255 255 255 255 255 18 24 50 72 120 204 400 216 360 365 255 255 16 22 102 268 635 255 xiii | P a g e Electronic copy available at: https://ssrn.com/abstract=2502101 Source: Survey Data Null hypothesis: H04= There is no significant relationship between factors affecting choice of junk food and education level of the student Alternative hypothesis: HA4= There are significant relationship between factors affecting choice of junk food and level of education of the student Table 4.8: Z-test Values for level of education Variables Quality Hygiene Brand Reputation Taste Ambience Service Add On Facilities Variety In Menu Discount Scheme Nutritional Values Accessibility Hours of Operation Price z-test value -34430.0929 -12971.1547 -39775.7617 -30109.2736 -69386.1207 -59188.982 -43676.4659 -85131.0442 -81088.4703 -41995.1724 -48185.7569 -97806.6767 -34847.3968 Significance level: α=0.05 Interpretation: Because the calculated Z for quality, hygiene, brand reputation, ambience, add on facilities, variety in menu, nutritional value, taste, service, discount scheme, accessibility, hours of operation and price, are less than the critical z = -1.645 (and in the rejection region) reject null hypothesis H0 at the 0.05 significance level that there are no significant relationship between factors affecting choice of junk food and level of education of the student Limitations: This exploratory study has some limitations even though the actual purpose of the study is not affected by them One factor is that the scope of the study is limited to college students, ignoring the rest of the people of lower and higher age group Also the study being carried out in an Indian context may not hold true universally CONCLUSION The main findings from the research confirms to the findings from literature The independent variables that influence the consumption behaviour were also found to vary with certain aspects of gender and level of education xiv | P a g e Electronic copy available at: https://ssrn.com/abstract=2502101 It was observed that students tend to replace regular meals with junk food occasionally, and in this aspect the female students were showing a greater tendency compared to male students Both the gender and level of education were observed to have an impact on the various factors that they consider while choosing a place to eat out Male students are found to be more concerned about the quality and hygiene of the eat out places than female Female students have more compulsions and loyalties with regard to brands than males Both male and female students consider taste as an important factor while eating out place Ambience and secondary factors were rated low by both genders Variety of menu, nutritional value and accessibility has impact on both male and female students About discount schemes and hours of operation of junk food outlets, male students are giving more importance It was also observed that the post graduate students had a greater concern about health impacts of junk foods compared to undergraduates BIBLIOGRAPHY  Anita Goyal, N.P Singh (2007) Consumer perception about fast food in India: an exploratory study British Food Journal, 109, 182 – 195  Firdaus Abdullah, Abg Zainoren, Abg Abdurehman, Jamil Hamel (2011) Identifying the dimension of customer preference in food service industry International Conference on Innovation, Management and Service, 14  Mark D Jekanowski, James K Biknkley, and James Eales (2011).Convenience, accessibility and demand for fast food Journal of Agricultural and Resourse Economics Association, 26, 58-74  Naheed Vaida (2013) Prevalence of Fast Food intake among Urban Adolescent students The international Journal of Engineering and Science (IJES), 2, 2319-1805  Oyedunni S Arulogan, Modupe O Owalabi (2011) Fast food consumption pattern among under graduate of the university of Ibadan, Nigeria: Implication for nutrition education Journal of Agricultural and Food Technology, 1, 89-93  Sahasporn Paeratakul, Daphne P Ferdinand, Catherine M Champagne, Donna H Ryan, George A Bray.(2003).Fast-food consumption among US adults and children: xv | P a g e Electronic copy available at: https://ssrn.com/abstract=2502101 Dietary and nutrient intake profile Journal of The American Dietetic Association, 103, 1332-1338  Vinay Gopal J., Sriram S., Kannabiran K and Seenivasan R (2012).Student’s perspective on junk foods: Survey.Sudanes journal of public health, 2, 21-25  Ya-Li Huang, Won O.Song, Rachel A Schemmel, and Sharon M Hoerr (1994) What college students eat? Food selection and meal pattern Nutritional research, 14, 1143–1153 APPENDIX I Survey Questionnaire Age: Gender: Male/Female Year of Admission: Programme: B.Tech/ M.Tech/ M.Sc/MCA/MBA Department: Where you prefer dining while having food from outside? Fine Dine Restaurants Mid-range restaurants Casual Dine Restaurants (Fast food franchisee outlets etc) Street Shops What is your personal opinion about junk foods? I love it I like it I don’t like it I hate it I’m okay with it As a child how often were you having junk foods? Never < times a week 5-7 times a week More than times 3-5 times a week How often you eat junk foods now? Never < times a week 5-7 times a week More than times 3-5 times a week xvi | P a g e Electronic copy available at: https://ssrn.com/abstract=2502101 Do you ever replace a regular meal (breakfast/lunch/dinner) with a packet/plate of junk food? Always Often Rarely Never Occasionally How does being in RIT affect your food choices compared to being at home? Greatly affected Sometimes Rarely Not at all affected What all reasons you feel; affect your eating choices at RIT? Availability/Access Time constraints Price factors Others Peer pressure Do you have any brand specifications or loyalties with regard to food items and outlets? Yes I always have only my favourite brand’s food items I like some brands and outlets I have no such compulsions I don’t buy branded food *Does the taste of junk food items draw you towards consuming them? Yes only for taste Taste is also good Taste is not the key factor I have other reasons 10 *Do you choose junk food items since they are readily available to you? Yes It is also a reason Not a key reason I have other reasons xvii | P a g e Electronic copy available at: https://ssrn.com/abstract=2502101 11 *Will you buy/consume more of junk food items when they are offered with attractive discount prices (like Buy one Get one, Unlimited meals etc) Yes for sure I may utilize it May not be Never Depends on the day 12 Which of the factors you consider most while choosing an eat-out place? Rate each option with a number rating from (for least considered) to (for most considered) Quality Hygiene Brand Reputation (feeling and pride of eating at XYZ Restaurant) Taste Ambience Service (speed In addressing order, attitude etc) Add on facilities (like TV/ Wi-Fi) Variety in Menu Offerings Discount Schemes Nutritional Value Accessibility (Nearness/Vehicular access/Parking etc) Hours of operation 13 Do you use door delivery service provided by fast food outlets? (Including RIT Night Canteen) Very often Often Rarely Not at all 14 *How concerned are you regarding the effects that junk food can have on your health? Very much concerned Somewhat concerned Don’t worry about it Don’t care xviii | P a g e Electronic copy available at: https://ssrn.com/abstract=2502101 15 *If you are offered a readily available, good quality, easily accessible and healthy alternative for your usual junk meals, would you compromise upon the taste and price aspects? No way I may try I will try For sure *optional if you don’t have a habit of eating junk foods APPENDIX II Sample Size Calculation Cross sectional research design was adopted for the study Data was collected regarding total number of students at RIT which is approximately 4800 Sample size was calculated using following formula: Sample size (SS) = Z2*p*(1-p)/e2 ……… (1) Where, Z= standard error (1.96 for 95% confidence level) p= worst case proportion (0.5) e= confidence interval taken in decimal Sample Size for Finite Population (where the population is less than 50,000) = SS/{ 1+ (SS-1)/P} ………(2) Where P = population Assumed the following, Confidence level= 95% Significance level= 5% Confidence interval= 0.05 Using both formula sample sizes was arrived as 355 xix | P a g e Electronic copy available at: https://ssrn.com/abstract=2502101 ... respondents agreed that consumption of fast food is more among girls than boys and agreed to the fact that urbanization has a greater influence on changing food habits of students A study by Anita... Ferdinand, Catherine M Champagne, Donna H Ryan, George A Bray.(2003).Fast -food consumption among US adults and children: xv | P a g e Electronic copy available at: https://ssrn.com/abstract=2502101... of brand value and attractiveness on consumption of junk food 4) What is the accessibility to junk food consumption? 4) To study the impact of accessibility and secondary services of junk food