Öz
Günümüzde, küreselleşmenin gelişimi ile, değişime uğrayan işletme modellerini açıklamaya yönelik yapılan birçok çalışmanın odak noktası hızlı gıda endüstrisi olmaktadır. Bu anlayışla, gıda endüstirisi yeniden şekil almış ve yemek kültürü değişmiştir. Bu gelişimkarşısında işletmeler, tüketicilerin istek ve ihtiyaçlarını karşılamaya yönelik standart ürünler sunmaya başlamıştır. Hızlı gıda kavramı bir sistem, bir işletme veya ürün olarak sınıflandırılmaktadır. Ürün boyutu ile değerlendirildiğinde, dünyaçapında aynı görünüm, daha önceden belirlenmiş menülerin nispeten düşük fiyatlar ile pazara sunumu şeklinde tanımlanmaktadır. Kültürlerarası çalışmalara bakıldığında, hızlı gıda markalarının kökeni “Amerikan tarzı”tüketim anlayışına dayanmakta ve sözkonusu markalar girdikleri pazarda yemek kültürü ve yeme alışkanlıklarında büyük değişime yol açmaktadır. Bununla beraber, günümüzde “sağlıklı, iyi görünüm” kavramı gelişmiş ve sağlıklı ürünlerin hızlı sunumu konusu önem kazanmıştır. Bununla beraber değişen tüketici istek ve ihtiyaçları doğrultusunda tüketici kararları etkileyen önemli bir unsur olarak değerlendirilen yaşam tarzları değişmiştir. Bu çalışmada, hızlı gıda tüketimine yönelik önceki araştırma bulgularından yola çıkarak hızlı gıda tüketimini etkileyen unsurlar ile üniversite öğrencilerinin değer ve yaşam tarzlarının ilişkisini incelemek amaçlanmıştır.
Anahtar Kelimeler
Kaynakça
- Ahlgren, M., Gustafsson, I. & Hall, G.(2004). Attitudes and beliefs directed towards ready-meal consumption. Blackwell Publishing Ltd.,Food Service Technology, 4,159–169.
- Atılgan E., Aksoy Ş.& Akıncı S.(2005). Determinants of brand equity: A verification approach in the beverage industry in Turkey. Marketing Intelligence & Planning, 23(3), 237-248.
- Baig A.K.& Saeed M.(2012). Review of trends in fast food consumption, European Journal of Economics, Finance and Administrative Sciences, 48.
- Bearden W.O. & Netemeyer, R.G. (1999) Handbook of marketing scales: multi- item measures for marketing and consumer behavior research. Sage Press Inc., 2nd Edition.
- Binkley J.K.(2006). The effect of demographic, economic, and nutrition factors on the frequency of food away from home. The Journal of Consumer Affairs, Winter, 372-391.
- Grier, S.A., Mensinger J., Huang S.H., Kumanyika S.K. & Stettler N.(2007) Fast Food Marketing and Children’s Fast Food Consumption: Exploring parents’ influences in an ethnically diverse sample. American Marketing Association, 26(2), 221-235.
- Kara, A., Kaynak, E., Küçükemiroğlu, O.(1995). Marketing Strategies for Fast-food Restaurants: A Customer View. International Journal of Hospitality Management, 7(4),16-22.
- Knutson, B. J.,(2000). College Students and Fast Food – How Students Percieve Restaurant Brands, Cornell Hotel and Restaurant Administration Quarterly,41(3), 2000, 68-74.
- Öncü M.A., Çatı K. & Özbay G.(2007). Hızlı yiyecek işletmelerinin tercihinde etkili olan faktörler. Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi. 9(1),317-336.
- Parasuraman, A., Zeithaml V. A.& Berry L. L.(1988). Servqual: a multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1),12-40.
- Ritzer, George, The McDonaldization of Society. An investigation into the changing character of contemporary social life, New Delhi: Pine Forge Pres, 1996
- Schiffman L.G., Hansen H.& Kanuk L.L. (1991). Consumer Behaviour, (4.ed.), Englewood Cliffs, Prentice Hall.
- Schortman A.(2010). “The children cry for Burger King” modernity, development, and fast food consumption in Northern Honduras, Interdisciplinary Journal of Contemporary Research in Business, 318-337.
- Sheth, J., Newman, B. & Gross, B.(1991). Why we buy what we buy: a theory of consumption values, Journal of Business Research, 22(1), 159-170.
- Solomon, M.R., Bamossy, G., Askegaard S. & Hogg M.K.(2010). Consumer Behaviour: A European Perspective,(Fourth edition), UK, PrenticeHall.
- Şahingöz S.A.(2011). Fast food and snack food consumption of adolescents in Turkey, Journal of Society for development in new net environment in B&H. 5(2), 378-387.
- Yardımcı H.Ozdogan Y., Ozcelik A.O. & Surucuoglu M.S.(2012). Fast food consumption habits of university students: the sample of Ankara. Pakistan Journal of Nutrition, 11(3), 265-269.
A Research Over The Relationship Between Fast Food Consumption And Consumer’s Values and Lifestyles in Turkey
Öz
In the emergence of globalization, fast food industry has become an important focus of study in today’s business models.In this sense, food industry has been reshaped and eating cultures have changed. Companies in the food industry responded to this change as an attempt to offer standardized products by meeting the ever-changing consumer needs and wants. To a higher justification, fast food is initiated to be classified in terms of a system, company, or a product which offers a set menu with a key focus on low cost and standardized products sold worldwide at high quality standards. By looking at cross cultural studies, it is known that the industry has roots in the Americanism and change of eating habits along with cultural transformation process. On the other hand, wellness concept is on the rise putting the primary focus on healthy food even though it is quickly made and served. Besides, with respect to changes in needs and wants, consumer’s lifestyles are changed that effect consumer’s choices. In this study, it is aimed to analyze the relationship between the factors having an impact on fast food preferences and values & lifestyles of university students by taking into consideration the main aspects cited in literature.
Anahtar Kelimeler
Kaynakça
- Ahlgren, M., Gustafsson, I. & Hall, G.(2004). Attitudes and beliefs directed towards ready-meal consumption. Blackwell Publishing Ltd.,Food Service Technology, 4,159–169.
- Atılgan E., Aksoy Ş.& Akıncı S.(2005). Determinants of brand equity: A verification approach in the beverage industry in Turkey. Marketing Intelligence & Planning, 23(3), 237-248.
- Baig A.K.& Saeed M.(2012). Review of trends in fast food consumption, European Journal of Economics, Finance and Administrative Sciences, 48.
- Bearden W.O. & Netemeyer, R.G. (1999) Handbook of marketing scales: multi- item measures for marketing and consumer behavior research. Sage Press Inc., 2nd Edition.
- Binkley J.K.(2006). The effect of demographic, economic, and nutrition factors on the frequency of food away from home. The Journal of Consumer Affairs, Winter, 372-391.
- Grier, S.A., Mensinger J., Huang S.H., Kumanyika S.K. & Stettler N.(2007) Fast Food Marketing and Children’s Fast Food Consumption: Exploring parents’ influences in an ethnically diverse sample. American Marketing Association, 26(2), 221-235.
- Kara, A., Kaynak, E., Küçükemiroğlu, O.(1995). Marketing Strategies for Fast-food Restaurants: A Customer View. International Journal of Hospitality Management, 7(4),16-22.
- Knutson, B. J.,(2000). College Students and Fast Food – How Students Percieve Restaurant Brands, Cornell Hotel and Restaurant Administration Quarterly,41(3), 2000, 68-74.
- Öncü M.A., Çatı K. & Özbay G.(2007). Hızlı yiyecek işletmelerinin tercihinde etkili olan faktörler. Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi. 9(1),317-336.
- Parasuraman, A., Zeithaml V. A.& Berry L. L.(1988). Servqual: a multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1),12-40.
- Ritzer, George, The McDonaldization of Society. An investigation into the changing character of contemporary social life, New Delhi: Pine Forge Pres, 1996
- Schiffman L.G., Hansen H.& Kanuk L.L. (1991). Consumer Behaviour, (4.ed.), Englewood Cliffs, Prentice Hall.
- Schortman A.(2010). “The children cry for Burger King” modernity, development, and fast food consumption in Northern Honduras, Interdisciplinary Journal of Contemporary Research in Business, 318-337.
- Sheth, J., Newman, B. & Gross, B.(1991). Why we buy what we buy: a theory of consumption values, Journal of Business Research, 22(1), 159-170.
- Solomon, M.R., Bamossy, G., Askegaard S. & Hogg M.K.(2010). Consumer Behaviour: A European Perspective,(Fourth edition), UK, PrenticeHall.
- Şahingöz S.A.(2011). Fast food and snack food consumption of adolescents in Turkey, Journal of Society for development in new net environment in B&H. 5(2), 378-387.
- Yardımcı H.Ozdogan Y., Ozcelik A.O. & Surucuoglu M.S.(2012). Fast food consumption habits of university students: the sample of Ankara. Pakistan Journal of Nutrition, 11(3), 265-269.
Ayrıntılar
| Birincil Dil | Türkçe |
|---|---|
| Bölüm | Research Article |
| Yazarlar | |
| Yayımlanma Tarihi | 1 Ocak 2013 |
| Gönderilme Tarihi | 1 Ocak 2013 |
| Yayımlandığı Sayı | Yıl 2013 Cilt: 4 Sayı: 10 |
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