الفهرس 
شكر وتقديريوجد فقط 14 صفحة متاحة للعرض العام
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المستخلص
SUMMARY and CONCLUSIONS
” The Trend Toward Fast Food and its Relation to consumption Behavior of Adolescence ”
Introduction and research problem:
In view of the new challenges posed by successive transformations in the conditions of societies, one of these challenges is the rapid change in the habits and patterns of consumer behavior in the Egyptian society in light of the flood of goods and products produced by technological progress. In addition to the rapid developments in the field of advertising, as it presents in attractive and influential ways in the consumer culture industry and the changing consumption patterns, with which the behavior of family members shifts from rationality to behaviors that tend towards emotional and rush towards consumption (Amal Abdel Rahim, 2012). And the emergence of new consumer values in the Egyptian society, such as imitation and consumer simulation (Iman Khalil, 2006), such as addiction to consumer imitation or consumer gluttony, especially luxury and outward consumption and exaggerated luxuries (Wafa Shalaby et al., 2012), which leads to social and economic risks to the family that come first. Spreading the culture of the exporting countries and the resulting cultural dependence and loss of identity, as well as the lack of health safety standards for many commodities, as well as the prevention of consumer role models from fathers to children (Amal Abdel Rahim, 2012).
Attitudes also play a key role in determining the behavior of the individual consumer towards the various goods and services offered in the direction of a product, a brand or a specific institution, which is the information, opinions and feelings that the individual has about the product (Lounis Ali, 2009).
In recent years, the nutritional knowledge of adolescents and their food consumption pattern has received global attention (chiang at el., 2011), where the trend towards eating fast food has become a habit that many adolescents and young people desire, regardless of their age, cultural and economic groups. This is food fashion. (Morad Belaidy, 2008) In most cases, adolescents prefer this type of ready-made food (Esmaeili A, 2015) to preserve time, ease of access and availability, and as a result of development in various aspects of life, whether it is economic.
And social development, which has accompanied a change in the adolescent’s consumer behavior represented by the shift of many groups of society to eating meals Rapid daily and frequent, which affects the health status of the community. The pattern of food consumption behavior and associated nutritional risks for adolescents is a major concern (Rasul at el., 2013). where many studies have shown that there is a close relationship between eating fast food and many health and psychological damages. This is what was clarified by Banik at el (2020) study because taste, pleasure and comfort are the main motives that prompted students to eat fast food and that 68.1% of students consume fast food at least once, about 64% consume fast food more than three days a week, There was a significant difference between students with regard to gender, education, socioeconomic level.
And the study confirmed a significant association between consumption of fast food and a high prevalence of obesity. Frequent consumption of fast food has been associated with weight gain, increased abdominal fat, impaired insulin and glucose, lipid and lipoprotein disorders, systemic inflammation and oxidative stress. Consumption of fast food also increases the risk of developing developmental diabetes, metabolic syndrome and cardiovascular disease. This was confirmed by the study of Bahaduran et al (2016) as well as it affects academic achievement and how extracurricular activities are performed in school and also had an impact on university students and Afaf study confirmed Abu Ruwailah (2019) That there is a weakness in the level of academic achievement among students who prefer eating fast food compared to those who do not rely on it. It was also found that there are psychological and social factors that affect eating fast food, which was explained by a study Rafael & Rojas (2013) found that the daily intake of fast food was 1.8 times more than that of male adolescents in rural areas compared to adolescents in urban areas. In purchasing locations, rural teens identified nearby stores as fast-food restaurants. Living in rural areas and providing fast food was one of the most influential factors for higher consumption of fast food, while the level of health awareness was lower. Undoubtedly, there are many factors that favor our children at all ages (children, adolescents, youth) for the increasing demand for fast food. This is the conclusion of an Iranian study conducted by Majabadi at el (2016). The results of the study showed that there are a number of factors that led to the consumption and consumption of fast food, including the deliciousness of fast food. Fast food restaurants are easily accessible, and there are more options available in fast food than there are options. Household food for fast food. Also confirmed by the study of Mustafa Abu Al-Anin (2011).
The factor of food quality in fast food restaurants is of great importance to 63% of the adolescent students, while the factor of service quality was very important to 60% of the students. Marketing promotion, whether electronic or traditional, and advertisements played a major role in influencing consumer trends, especially adolescents. The study of Zahir Al-Qurashi (2010) showed that there is a statistically significant relationship between advertising, its effectiveness, its means, its frequency and time of broadcast on the purchasing behavior of consumers in fast food restaurants, and that the relationship between advertising and purchasing behavior does not differ according to the following demographic factors (gender, age, educational qualification, Social status).
The study of Saya Google (2015) also confirmed the existence of an important effect of the content of the advertising message with its different characteristics on the purchasing behavior of the Syrian consumer. There is an important effect of the personal nature of the advertising message on the purchasing behavior of the Syrian consumer. There is also an important impact of taking into account matters related to consumer privacy within the advertisements sent via mobile phone on the purchasing behavior of the consumer.
It is clear from the above that the trend of adolescents to fast food in an increasing manner, which has become a daily habit, which affects their health status and society as a whole. On the other hand, the emergence of various forms of consumer behavior patterns developed among adolescents in Assiut Governorate and due to the lack of studies on the consumption behavior pattern of fast food for that class of society.
Hence the idea of this study arose, which prompted the researchers to study the extent to which adolescents in Assiut governorate tend to fast food and its relationship to the pattern of consumer behavior developed by them.
Study questions:
Hence, the problem of the current study can be formulated in the following main question:
What is the nature of the relationship between the trend towards fast food and the pattern of consumer behavior among adolescents in Assiut city?
Several sub-questions stem from this question, which are summarized as follows:
1- What is the trend towards fast food in the basic research sample?
2 - What is the extent of awareness of consumer behavior patterns among adolescents in the main research sample?
3- What is the relative weight of the most commonly used consumption behavior patterns among the students of the basic research sample?
4- Are there statistically significant differences among adolescents in the basic research sample in eating fast food according to the different study variables (age, gender, school type, parents’ educational level, father’s professional level, mother’s work, family monthly income, monthly expenditure, number of family members) )?
5- Are there statistically significant differences among adolescents in the basic research sample in the axes of patterns of consumer behavior according to the different study variables (age, gender, school type, parents’ educational level, father’s occupational level, mother’s work, family monthly income, monthly expenditure, number of individuals) family)?
6 - Is there a correlation between adolescents in the main research sample between eating fast food and the axes of consumer behavior patterns?
7 - Is there a correlation between adolescents in the main research sample between eating fast food and the axes of consumer behavior patterns?
8- Does the percentage of participation of the independent variables (fast food) differ in the interpretation of the percentage of the dependent variable variance (patterns of consumption behavior) according to the regression weights and the degree of association?
Aims of the study:
The current study aims mainly to study the trend towards fast food and its relationship to the pattern of consumer behavior among adolescents. To achieve this goal, it is necessary to achieve the following sub-objectives:-
- Determining the extent of the trend towards fast food among adolescents, the main research sample.
Determining the extent of awareness of consumer behavior patterns among adolescents in the main research sample.
- Determining the relative weight of the most commonly used consumer behavior patterns among the students of the basic research sample.
- Detecting the differences between adolescents, the main research sample, in eating fast food according to the different variables of the study (age - gender - school type - parents’ educational level - father’s professional level - mother’s work - family monthly income - number of family members).
- Detecting the differences between adolescents, the main research sample, in consumer behavior patterns (age, gender, school type, parents’ educational level, father’s professional level, mother’s work, family monthly income, monthly expenditure, number of family members).
- Verifying the existence of a correlational relationship among adolescents, the main research sample, between eating fast food and the axes of consumer behavior patterns.
- Verifying the existence of a correlational relationship among adolescents, the main research sample, between eating fast food and the axes of consumer behavior patterns with the study variables.
- Detecting the difference in the participation rates of the independent variable (fast food) in the interpretation of the variance ratios of the dependent variable (consumer behavior patterns) according to the regression weights and the degree of correlation.
impact of study:
The importance of the current study is represented in two main directions:
First, serving the local community
The results of the current study can contribute to serving the local community through:
- Providing quality products that help adolescents reduce the consumption of fast food because of its health damage, which leads to good consumption among adolescents, whether through consumption or savings, which has the greatest impact on supporting the family and thus supporting the community.
-Contribute to the preparation of female heads of families who are able to form healthy habits and trends and improve their consumption, saving and investment behavior.
Second: service the field of specialization
Perhaps this study will be an addition to the field of specialization through:
- Shedding light on both adolescents’ attitudes towards fast food and their consumption behavior patterns currently used in Assiut Governorate
- Strengthening the library of the Faculty of Specific Education, Assiut University, with a new addition of scientific material that benefits female students as heads of future families, as it is related to strengthening and strengthening health awareness and improving students’ consumer behavior patterns.
To make students able to manage their consumer behavior and attitudes in a proper manner.
- Shedding light on holding seminars and counseling sessions in the media and on the Internet to develop consumer awareness among adolescents to reduce the consumption of fast food.
The research method of the study:
First: the research hypotheses:-
- There are statistically significant differences between adolescents in eating fast food according to the different study variables (age, gender, school type, parents’ educational level, father’s professional level, mother’s work, family monthly income, monthly expenditure, number of family members).
- There are statistically significant differences between adolescents in consumer behavior patterns (age - gender - school type - parents’ educational level - father’s professional level - mother’s work - family monthly income - number of family members)
- There is a correlative relationship among adolescents in eating fast food and consumption behavior patterns.
- There is a correlative relationship among adolescents in fast food and the axes of consumer behavior patterns with the variables of the study.
The percentage of participation of the independent variable (fast food) differs in the interpretation of the variance ratios of the dependent variable (patterns of consumption behavior) according to the regression weights and the degree of association.
Study Approach :-
This study followed the descriptive analytical method
The descriptive-analytical approach: “It is the approach that is based on the accurate and detailed description of the phenomenon, the subject of the study, or the problem under study, quantitatively or qualitatively. On that phenomenon (Mohamed Abdel-Wahhab, 2015).
Method and procedure:
The research methods are as follows:
First: Limitations of Research:
This search is defined as follows:
The research sample:
1- The sample of the exploratory study to legalize the research tools: It consisted of (50) male and female students from the general secondary schools in the city of Assiut from different social and economic levels in order to legalize the study tools.
(a) Human scope:
(b) The basic study sample: It consists of (300) male and female high school students from different social and economic levels who were deliberately selected from male and female high school students in the urban schools of Assiut city.
(B) Geographical scope: The geographical scope is determined by the general secondary school students of the city of Assiut and from different social and economic levels from different schools, including: (public schools represented in Khadija Youssef School for Girls - Nasser Secondary School for Boys, and private schools represented in Al-Andalus Islamic School for Girls - Dar Hira School for Boys, language schools represented in Badr Language School - Al Salam Advanced Language School).
(c) Time limits:
The field study was conducted in March 2021 until the end of May 2021.
Second: search tools:
Search tools include:
1- General data form for the student and the family: (prepared by the researcher)
The general data form was prepared with the aim of obtaining some information that is useful in determining the characteristics of the demographic study sample, and it included the following: A- Preliminary data on adolescent students: (age, gender, type of school, average monthly student expenditure).
Fast food questionnaire: (prepared by the researcher)
The researcher prepared a fast food questionnaire consisting of (10) phrases with the aim of obtaining some information that is useful in determining the direction of the students of the main research sample towards eating fast food, and it included the following: (criteria for choosing fast food, reasons for preferring fast food over others, factors Influencing the trend towards eating fast food) and to prepare the questionnaire, previous research and studies related to the topic of research were reviewed (Banik et al, 2020)), Bashir Seif El-Din et al (2016), Zahir Al-Qurashi (2010), Afaf Abu Ruwaila (2019), Saya Google (2015), Rafael, Rojas(2013), Esmaeil (2015).
Consumer behavior patterns questionnaire: (prepared by the researcher)
It includes three axes:
Pattern of consumer behavior with the aim of imitation (ostentatious and outward appearance): This axis includes ten phrases from (1-10) in order to obtain some information that determines the pattern of ostentatious consumer behavior among students of the basic research sample.
Destructive consumption pattern: This axis includes ten phrases from (11-20) in order to obtain some information that determines the pattern of destructive consumption behavior among students of the basic research sample.
The average (rational) consumption pattern. This axis includes ten phrases from (21-30) in order to obtain some information that determines the rational consumption behavior of the students of the basic research sample.
The average (rational) consumption pattern. This axis includes ten phrases from (21-30) in order to obtain some information that determines the rational consumption behavior of the students of the basic research sample.
- The students’ responses to it are determined according to three responses, on a triple scale (3-2-1) the positive direction, and some expressions (1-2-3) the negative direction. The highest response is estimated at three degrees, the average at two degrees, and the lowest response by one degree.
Research steps:
First: Preparing the theoretical framework for research and reviewing the most important research and studies related to the research topic.
Second: Preparing the application framework through:
1- Preparing the study tools, which are:
A- General data form for adolescents and their families: The general data form was prepared in order to obtain some information about the sample members, and the form included the following:
• Data on high school students in terms of (gender, age, type of school, average monthly expenses).
• Data on the families of the students, the research sample: in terms of (parents’ educational level, mother’s work, father’s profession, number of family members, average monthly income of the family)
b- Preparing a fast food questionnaire.
C- Preparing a consumer behavior patterns questionnaire, which is divided into the following axes:
The pattern of consumption for the purpose of imitation (apparent boasting). Destructive consumption pattern. Average consumption pattern (rational)
Presenting tools to specialists in the field of family and childhood institutions management, nutrition and food sciences to judge the extent of honesty and stability, and the appropriateness of its content for the goal for which it was set and the possibility of achieving it. 3_ Make the proposed modifications to the research tools based on the opinions of the arbitrators. 4_ Conducting an exploratory study on a similar sample consisting of (75) adolescents to ensure the stability of the tools. 5_ Calculate the validity and stability of the tools statistically. 6_ Appropriate statistical analyzes procedures to draw conclusions and verify hypotheses. 7_ Draw conclusions, interpret and discuss them. 8_ Formulate recommendations and proposed research.
Summary of the results of the field study:
The current study reached the following results:
First: a summary of the descriptive results:
The actual reality of the level of tendency to eat fast food and patterns of consumption behavior among the students of the main research sample is achieved in an average way, and this is evident in that:-
1- The relative weight of the responses of the basic research sample to the fast food questionnaire ranged between (53: 76.22), and the relative weight of the total questionnaire reached (61.74%), and the arithmetic averages of the responses of the basic research sample in the questionnaire phrases ranged between (1.59: 2.29) and the average Arithmetic for the responses of the basic research sample to the questionnaire as a whole (1.85), and it was found that the questionnaire as a whole is achieved in an average way.
2- The relative weight of the responses of the main research sample in the axis (consumer behavior pattern with the aim of imitation or ostentation) in the questionnaire of consumer behavior patterns ranged between (54.11: 65.78), and the relative weight of the total axis reached (59.54%), and the arithmetic averages of the responses of the basic research sample ranged In the axis phrases between (1.62: 1.97), the arithmetic average of the responses of the basic research sample for the axis as a whole was (1.79), and it was found that the axis as a whole is achieved in an average way.
3-The relative weight of the responses of the main research sample in the axis (destructive consumption behavior pattern) in the questionnaire of consumer behavior patterns ranged from (62.33: 82.33), and the relative weight of the total axis was (72.63%), and the arithmetic averages of the responses of the basic sample in the axis phrases ( The pattern of destructive consumption behavior) ranged between (1.50: 2.17), and the arithmetic average of the responses of the basic research sample to the axis as a whole was (1.76), and it was found that the axis as a whole is achieved in an average way.
4- The relative weight of the responses of the main research sample in the axis (average or rational consumption behavior pattern) in the consumer behavior patterns questionnaire ranged from (49.89: 68.33), and the relative weight of the total axis reached (59.88%), and the arithmetic averages of the responses of the basic sample in the expressions The axis (moderate or rational consumption behavior pattern) ranged between (1.50: 2.05), and the arithmetic mean of the responses of the basic research sample to the axis as a whole was (1.80), and it was found that the axis as a whole is achieved in an average way.
5- The relative weight of the responses of the basic research sample in the questionnaire of consumer behavior patterns ranged from (59.54: 72.63), and the relative weight of the total questionnaire axes was (64.02%), and the arithmetic average of the responses of the basic research sample to the axes of the questionnaire as a whole was (1.78), as it was found that The axes of the questionnaire as a whole are achieved moderately. The pattern of consumer behavior with the aim of imitation (ostentatious or outward appearance) is the most followed pattern among the sample members by 37%, followed by the destructive consumer behavior pattern by 34.1%, and the moderate (rational) consumer behavior pattern comes in third place with a rate of 28.8%.
Second: Summary of the hypotheses results:
1- There are statistically significant differences at the significance level of 0.01 in the fast food eating questionnaire and all consumer behavior patterns questionnaire as a whole according to the gender difference of the students in the main research sample in favor of males. where the value of (T) was (20.260), which is a statistically significant value at the level of significance (0.01) in favor of males, where the average degree of males was (98,275). ), while the average score of females was (71,116), which indicates that males were more inclined to fast food than females, while the calculated (T) value was (33.452), which is a statistically significant value in favor of males, where the average score of males was (246,148), While the average score of females was (148.418), which indicates that males were more use of consumer behavior patterns than other females.
2- - There are statistically significant differences at the significance level of 0.01 in the fast-food intake questionnaire and all consumer behavior patterns questionnaire as a whole according to the different age of the students in the basic research sample in favor of the age group (from 17 to less than 18 years old) with the rest of the other groups. where the average score of the sample members in the questionnaire for eating fast food with age (17 to less than 18 years) was (108,369) and they were more inclined to eat fast food, while the average score of the sample members with age (17 to less than 18 years) was (214,259) And they were more likely to use consumer behavior patterns.
3- There are statistically significant differences at the level of 0.01 in the fast food eating questionnaire and all axes of consumer behavior patterns as a whole according to the difference in the school type for the students of the basic research sample in favor of the students of private schools, followed by students of language schools, and finally students of government schools, where the average degree of the sample members whose school was ”Private” is (103.355), and they were more inclined to eat fast food, while it was at the level of significance (0.05), where the average score of the sample members whose school was ”private” was (177,772), the most frequently used consumption behavior patterns.
4- There are statistically significant differences at the significance level of 0.01 in the fast food eating questionnaire and all axes of consumer behavior patterns as a whole according to the different educational level of the students of the basic research sample in favor of the higher educational level of both the father and the mother. where the average degree of mothers at the higher educational level was (115,593 The average score of fathers at the higher educational level was (106.886) in the fast food questionnaire, while the average score of mothers at the higher educational level was (231,126), the average score of fathers at the higher educational level was (226,571) in the consumer behavior patterns questionnaire.
5- There are statistically significant differences at the 0.01 significance level in the fast food eating questionnaire and all consumer behavior patterns as a whole, according to the difference in the father’s profession for the students of the basic research sample in favor of the self-employment category with the rest of the other groups. where the arithmetic mean of the self-employment sector was (100.231), meaning that fathers working in the self-employed sector are the most inclined to eat fast food.
6- - There are statistically significant differences at the significance level of 0.01 in the fast-food intake questionnaire and all consumer behavior patterns questionnaire as a whole according to the difference in the work of the mother for the students of the basic research sample in favor of working mothers. where the calculated (T) value was (24.667), which is a statistically significant value at the level of significance (0.01) in favor of the workers, where the average degree of the workers was (116.328), and they were more inclined to eat fast food, while the calculated (T) value was (33.452), which is a significant value Statistically at the level of significance (0.01) in favor of female workers, where the average degree of female workers was (201.258), and working mothers were the most used patterns of consumer behavior.
7- There are statistically significant differences at the significance level of 0.01 in the fast food eating questionnaire and all axes of consumer behavior patterns as a whole according to the difference in the number of family members among the students of the basic research sample in favor of a category (less than 4 individuals) with the rest of the other groups.
8- There are statistically significant differences at the significance level of 0.01 in the fast food eating questionnaire and all axes of consumer behavior patterns as a whole according to the difference in the monthly family income of the students of the basic research sample in favor of the high-income category with the rest of the other groups. where the average score of high monthly income was (117,294) in the fast food eating questionnaire, while the average score of the sample members with high-income families was (182.266) in the consumer behavior patterns questionnaire.
9- - There are statistically significant differences at the 0.01 significance level in the fast food eating questionnaire and all the axes of consumer behavior patterns as a whole, according to the difference in the average monthly expenses of the students of the basic research sample in favor of the high expense rate category with the rest of the other groups. High, where the average score of the sample members of students with high expenditures reached (100.481) in the fast-food intake questionnaire, while the average score of the sample members of students with high expenditures reached (100.481) in the consumption behavior patterns questionnaire.
10- There is a direct correlation between eating fast food and patterns of consumption behavior and study variables at the level of significance (0.01). The higher the age, the lower the education of the parents and the fathers’ work in the free sector in the case of the mother’s work, and the increase in the monthly income of the family the higher the consumption behavior of the students in the research sample and the greater the tendency for fast food.
11- There is a direct correlation between the fast food eating questionnaire and the axes of the consumer behavior patterns questionnaire at the 0.01 significance level.
12- - It was found that the most influential variables of the study on consumption behavior patterns were (the educational level of the mother, the average monthly income of the family, the average monthly expenditure, the type of school, eating fast food), respectively. where the value of the participation rate R2 was (81%, 68%, 62%, 58%, 57%) at the 0.01 significance level.
Search recommendations:
First, on the societal level:
- The various types of media, the most important of which is television, play a positive role in promoting a culture of rationalizing consumption, and for these media outlets to be a major source of knowledge of a culture of rationalization of consumption.
- Adopting the idea of establishing a healthy restaurant supervised by experts in the field of nutrition, and developing food menus for all cases according to the health condition, age group and all the appropriate healthy foods.
-The necessity of urging specialists to create awareness programs for healthy eating habits on social media, through famous sports icons and celebrities in all fields.
- Paying attention to raising awareness of the information material presented to individuals in a manner that suits the different groups of society, especially the category of teenagers, families and the economic level.
-Preparing an indicative program to educate adolescents of all ages about healthy consumption behavior patterns in general and fast food, especially in all schools.
- Directing researchers in the field of home management and family economics to prepare extension programs and awareness seminars based on actual needs in areas important to family members and keep pace with all life developments and problems related to them and the best ways to solve them.
Second: At the level of educational institutions:
- The need for educational institutions to pay attention to the emerging food methods, which are represented in fast food restaurants, and urging those in charge of teaching to warn against eating too much fast food and its damages.
- Shedding light on the prevailing food habits and working to preserve the good ones and get rid of habits and methods that involve a lot of waste, through seminars and meetings of the subject of home economics
Inclusion of topics related to proper nutrition and the harmful effects of fast food on health in school curricula, especially at the high school stage.
- Establishing a counseling unit in each school to provide information and sound foundations in following rational consumption patterns in the field of nutrition because of its effects on health and all other fields and how to assume responsibility.
- Conducting competitions at the school level in preparing healthy meals and honoring the winners by educational institutions and publishing them on social media in order to motivate the participants.
Third: On the family level:
- Urging the family to practical behavior and the practical practice of the concepts of rationalizing consumption because of their important role in promoting the culture of rationalizing consumption through the process of socialization that it undertakes, as it is the good model for the children in the family.
- The need to urge mothers for their children to know the benefits of daily meals and to know the beneficial and harmful of eating habits, especially fast food, through participation in the family dialogue.
Suggested research:
1- Managing the healthy restaurant project and its impact on solving the problem of eating fast food and providing job opportunities.
2- The effect of using social networks on the consumption behavior pattern of the family.
3- Providing young people with the values of rationalizing consumption and its relationship to quality of life in light of contemporary changes.
4- Implementation of a counseling program to improve the quality of life for adolescence and young adults.
5- The effect of eating fast food on the aggressive behavior of adolescents.