Consumer characteristics influencing fast food consumption in Turkey

The Turkish fast food industry has grown rapidly since the 1980s. There are now more than 700 fast food restaurants in Turkey. Using the data from a consumer survey, this study investigates the relationship between consumers’ fast food consumption frequency and their socio-economic/demographic characteristics and attitudes. Using Chi-square test of independence, the study compares consumers’ fast food consumption frequencies of never, low, moderate and high. We developed an empirical model identifying consumer characteristics that influence the consumption frequency of fast food products using the random utility framework. The empirical model was estimated using an ordered probit approach to obtain the coefficients applied to the calculation of marginal effects and probabilities. The sign and significance of coefficients and marginal effects were used to ascertain consumer characteristics which are important to the frequency of fast food consumption. The results indicate that age, income, education, household size, presence of children and other factors, such as consumer attitude towards the price of fast food, health concerns and child preference, significantly influence the frequency of fast food consumption. The findings will help fast food managers to understand the critical factors that influence consumers’ fast food consumption behavior and help them to make improvements accordingly.