Thesis:

Determinants of fast food buying behavior among Mount Kenya university students in Thika campus Kiambu County, Kenya

The fast food industry is rapidly growing and has become more competitive causing fast food vendors to deliberate on factors influencing fast food buying behavior. In recent years, consumer preferences in the fast food industry have undergone significant changes, driven by a growing awareness of health and nutrition. This shift towards healthier dietary choices has influenced the overall demand for fast food, with many consumers now seeking healthier options. While some studies have been done elsewhere, there is a shortage of information about the correlates of fast food behavior among university students. This study therefore employed a cross-sectional design at Mount Kenya University, Thika Campus, surveying 422 students using structured questionnaires for quantitative data collection. The cross-sectional approach was chosen for its efficiency in capturing data from a diverse sample within a limited timeframe, though it does not allow for causal inference. Convenience sampling was utilized to recruit participants until the desired sample size was achieved. Descriptive statistics, including mean, percentages, and standard deviation, were calculated using SPSS. Hierarchical Multiple Regression analysis was applied to examine relationships between variables, with fast food behavior as the dependent variable. The independent variables included personal factors (e.g., dietary habits, financial constraints), psychological attributes (e.g., quality, appearance), and socio-cultural influences (e.g., peer pressure, family traditions). Results revealed that female students were 1.25 times more likely to consume fast food than males, while students under 30 years old were 2.26 times more prone to fast food consumption than their older counterparts. The Chi-square test established significant correlations between marital status, residential arrangements, and fast food purchasing habits (95% confidence level). Furthermore, personal factors accounted for 19.8% of the variance in fast food purchasing behavior, as indicated by a Hierarchical Multiple Regression model with fast food consumption as the dependent variable. Psychological attributes entered into a similar model were found to explain 30.3% of the variance in these behaviors. Lastly, socio-cultural factors were shown to account for 18.5% of the variance, underscoring their influence on fast food purchasing behavior among the student population. To promote healthier eating habits, the study recommends targeted educational campaigns within universities to increase awareness of fast food-related health risks and encourage nutritious alternatives. Financial wellness programs should be implemented to support students in making budget-conscious, healthy food choices. Fast food vendors are encouraged to introduce and market affordable, nutritious menu options tailored to student needs. Furthermore, maintaining stringent hygiene standards in fast food establishments can enhance dining experiences and positively shape purchasing decisions. Further research might build on these results by increasing sample diversity and extending the study to include students from other colleges to improve generalizability.