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Voyage Journal of Educational Studies (VJES) Vol 3 Issue 2
ISSN (Online): 2790-7171 , ISSN (Print): 2790-7163 April 2023
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The Factors Affecting Purchase Intention of university students in Fast Food
Industry in Quetta. Pakistan
Safia Bano
Associate Professor, Institute of Management Sciences, University of Balochistan, Quetta
sb_ims@yahoo.com
Safi Ullah
Lecturer, Institute of Management Sciences, University of Balochistan, Quetta
safibinyounis@gmail.com
Abdul Wahid Zehri
Lecturer, Institute of Management Sciences, University of Balochistan, Quetta
zehri70@gmail.com
Mir Saadat Baloch
Assistant Professor, Institute of Management Sciences, University of Balochistan, Quetta
sonybaluch@gmail.com
Abstract
Purchase intention is a crucial factor that affects fast food usage as it reflects the
individual's willingness to buy a product or service. In the fast-food industry, purchase
intention is particularly important because it can determine the success or failure of a
business. If a consumer has a positive purchase intention towards a particular fast-
food brand, it is more likely that they will purchase from that brand repeatedly. On the
other hand, if a consumer has a negative purchase intention, they may choose to
purchase from a competitor or not purchase at all. This article explores the factors
that influence the purchase intention of university students in Quetta, Pakistan, in the
fast-food industry. The aim of this study is to explore the factors namely, physical
environment and health consciousness which affect the purchase intension of
universities students. The study uses a quantitative approach, and data was collected
from 300 university students through a self-administered questionnaire. Statistics
software (SPSS V23) was used to analyze the data. The results indicate that factors
such as physical environment and health cautiousness have a significant impact on the
purchase intention of university students. Furthermore, the study also suggests that
demographic variables such as gender, age, and income have a moderate influence on
purchase intention. The findings of this study have important implications for fast-food
businesses operating in Quetta, as they can use these factors to develop effective
marketing strategies to target the university student market.
Keyword: Purchase Intention, Fast food, physical environment, health consciousness
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Introduction
Background of the Study
The fast food industry is a highly competitive market, and it is essential for businesses to
understand the factors that influence the purchase intention of their target customers, particularly
university students who are a significant market segment for this industry. Hahm et al. (2023)
argue that if industry is well understood, has a rich potential to pay high dividends to businesses.
Likewise, the study by Quach et al. (2020) aimed to identify these factors and their effects on the
purchase intention of university students in Vietnam. The study found that food quality is the
most critical factor affecting purchase intention. This result is consistent with previous research
that suggests that consumers are willing to pay more for higher quality food (Wu & Chen, 2017).
The food quality includes the taste, freshness, and nutritional value of the food, and customers
expect fast food restaurants to maintain consistent food quality. The second most important
factor is price. The study found that price sensitivity is high among university students, and they
are more likely to choose a restaurant with lower prices. This finding is consistent with the
theory of rational behavior, which suggests that consumers make purchase decisions based on the
cost-benefit analysis. Service quality is another significant factor affecting purchase intention.
This factor includes factors such as the speed of service, the friendliness of the staff, and the
cleanliness of the restaurant. The study found that customers expect fast and efficient service,
and they are more likely to visit a restaurant with good service quality. Brand image also has a
moderate effect on purchase intention. A strong brand image can create positive associations
with the restaurant and influence customers' decision-making processes. The study found that
customers are more likely to visit a restaurant with a well-known brand and positive reputation.
Finally, perceived value also has a moderate effect on purchase intention. Perceived value is the
customers' assessment of the benefits they receive compared to the price they pay. Customers are
more likely to visit a restaurant if they perceive that they are getting a good value for their
money. To conclude, the study by Quach et al. (2020) highlights the importance of food quality,
price, service quality, brand image, and perceived value in influencing the purchase intention of
university students in the fast food industry. Businesses in this industry can use these findings to
develop strategies that meet customers' expectations and improve their competitive position.
Several companies from all over the world made fast foods under varied brand names and offers
slightly differentiated goods and services. As consumer itself is identical in food choices, that is
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why firms are facing competition on continuous basis in order to engage the customers.
Consumer behavior is the behavior that consumers display in searching for purchasing, using,
evaluating and disposing of products, services and ideas. Positive or negative buying behaviors
of consumers in fast food industry relating to menus of specific fast food can affect the
expenditures and profits of that particular firm. In response, research on consumer behavior is
beneficial for companies it help out them in knowing the antecedents due to which consumers
buy, use or dispose a particular product.
For selection of food choices, if we consider both male and female it can be seen that they have
various factors of attraction in fast foods. In studies of Chen et al. (2023) present factors which
attract female consumers to buy a particular fast food are reputation of brand, food point’s
location, packaging and food quality, whereas factors of attraction for male are facilities which
are provided by the restaurants, employees coordination, offerings by restaurants for late night
activities, price and taste of particular fast food (Chen et al., 2023).
Scholars define fast food as a food which people purchase with ease and consume at different
places with quick service and they don’t need to prepare themselves (French et al., 2000).
A detailed and comprehensive study of marketing literature regarding fast-food intake in whole
the world, near to angle of consumers and health experts, highlights that people are still more
focused on the health factor of fast food they consume. While, there are a few organization, like
the World Cancer Research Fund and the American Institute for Cancer Research highlighted
that the consumption of fast –food should be kept minimum because of its possibility of link with
the weight increase (Sajjad et al., 2023).
Other standard, the youngest people care about when to go for taking of fast- food that is –it is
the physical environment, which is: the cleanliness/ sanitation and purity, four-dimensional
design and functionality, climate and surrounding environment (Wall and Berry, 2007). Keeping
in mind that, the purpose behind visiting the fast food shop is the taste of food and drinks that a
particular brand offers but still people do evaluation of the restaurant on the bases of its physical
environment too, and thus inclusion of these factor plus, physical appearance of fast food centers
plays an important role in purchase intension of customers (Untaru & Ispas, 2013).
In Pakistan, from the total population almost one quarter people consume fast foods and their
numbers are increasing continuously. In addition, there is a potential for fast food market in
Pakistan. The success of some international fast food chains like Pizza Hut, MacDonald, KNN’s,
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hot stove, burger king, hot n chili. Etc. proved the increasing demand of fast foods. It is crucial
for international product and services providers to understand the perceptions and buying
behavior of consumers because consumer all over the world have different cultural priorities
(Lee and Ulgado, 1997).
The main aim of this research study is to analyze and examine the factors that affect the purchase
intension of students of universities of Quetta, on fast food items in Quetta city. The research
study will also facilitate us to groom our knowledge about the factors like health consciousness
and physical environment and their effect on purchase intension towards fast food in the Quetta
city.
Literature Review
Fast food
The usage of fast food has been increasing very sharply in the entire world, which covers both
under and over developed countries. The basic reason behind is that the changes and shifts of life
styles of people and their dietary habit. Most importantly, Young people are more prone to intake
of fast food as compared to other age groups (Sajjad et al., 2023).
Fast food is type of food that takes no time to be cooked and served. While, on the move, sitting,
driving, want to be relaxed at home, or on a single call, the food is delivered with ease. And is
popular because of its cheapness and taste (Young Men’s Health , 2018).
Due to mobility of the people worldwide, communication, media, culture and markets are totally
linked and interconnected has put the fast food in the list of best global businesses.
Health Consciousness
People are too much worried about fast food quality, because trend of fast food intake is
increasing worldwide. While several studies show that fast foods provide enough amount of
protein, carbohydrates and several vitamins, but are generally low in calcium, vitamins C and A
and fiber, and are rich in calories, complete and saturated fat, and cholesterol (French et al.,
2000).
In a study participants were asked regarding health concerns regarding fast foods, majorities’
responses were in affirmation and they believed that is health factor which puts bricks in
consumption of fast food items (Sajjad et al., 2023).
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Physical Environment
The most important thing or factor which young generation value a lot, whenever, they like to
spend time outside, or want to go for outing, for a lunch or dinner, that is the environment of that
fast food restaurant, because they think that the physical environment adds more value to the
restaurant except its taste and other factors.
Physical environment of fast food restaurant has been named as “services cape”. Due to its
dimensions and physical environment, like temperature, noise, music, outlook, and decoration
style, which is considered more eye catching and attracting and pulling youth in (Bitner, 1992).
While, a few more studies have highlighted the impact of physical environment on consumers
move toward purchasing, and was considered and included in qualities of a particular fast food
center (Wall and Berry, 2007).
Purchase Intensions:
Purchase intentions are used by marketers as for making marketing mix decisions, because
purchase intension actually or linked with the future sales, or predict the future sales. So, that is
why more important factor to identify and focus on as a marketer (Morwitz, 2012)
Whereas, as per a research around 70 to 90% client had a strong role of purchase intension in doing
the purchases in their daily rotten purchasing activities (Jamieson, 1989).
Physical environment and purchase intension of fast food customers.
Researchers from all over the world have studied the impact of physical environment on buying
intensions of customers. When customers enter in a restaurant, first thing he or she perceives is the
physical environment of that environment, main factor of customer perception based from it. After
that, customers not only go for eating in restaurants, but want change from, routine life, interact
with others and get rid of their problems and tensions. That’s why on the basis of above reasons
physical environment of food outlets must be kept with attractive components for customers. One
of the most significant of consumer’s behavior and psychology is physical environment when
consumption of services or products are related to pleasure, or when time which is spent by a
consumer to certain physical environment for longer period of time (Ryu and Han, 2011;
Wakefield & Blodgett, 1994; Bitner, 1992 ).
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Emotions of customers may increase or decrease because of physical environment which
ultimately effect the behavior or satisfaction of customers (Reidenbach & Sandifer-Smallwood,
1990; Sayed et al., 2003). According to Milliman (1986) “in some cases the interior or more
specifically the physical environment is more influential on the purchase decision than the product
itself”. If a customer found a particular restaurant’s environment unattractive or less satisfactory,
they may switch on to another one for meal. (Riley and Canny, 1994) shows that satisfaction of
customers is either negatively or positively get affected by physical environment and their positive
effect of customer’s satisfaction on behavioral intensions. Hahm et al. (2023) indicates that it is
necessary for the management of a restaurants to keep it up to date physical environment in product
and service quality for the purpose of retaining customers and to gain competitive advantage in
fast food market.
Thus we can hypothesis that,
H1: Physical environment has a positive association with purchase intension of university students.
Health consciousness and purchase intension of fast food customers.
The risk of becoming fat and weight gain increases when people eat out of home or specially when
they go for fast food restaurants (Nago et al., 2014). In addition, fast food contains excessive
amount of energy, fats and calories and also taken by large number of people (Bauer et al., 2012).
Fast food industry is now taking initiative in refining the healthfulness of their products and
services after knowing harmful fact from consumer organizations and health authorities. It consists
of selecting possible healthier food items (Kirkpatrick et al., 2013), selection of healthful labeled
foods for example “weight watchers” accepted food menu (Anderson & Mirosa, 2014) moreover,
little decrease in fast food which contained sodium was made for four years because of Australian
efforts taken to decrease sodium in diet (Garcia et al., 2014).
Behaviors of both male and female in selection of food is entirely different. Generally, females
were continuously found in more health conscious behavior as compared to males and adopt
healthful food patterns (Arganini et al., 2012).
To achieve the nutritional requirements is the most important aim of eating. Some important
factors from the production process of food are taken as an indicator to prove the nutritional quality
of particular fast food. Sensory needs are significant indicators for the relationship of consumers
and goods and that’s why it is the most important element in judging the quality of product on
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consumers. “Organic quality” of meal is made by both sensory and nutritional needs. Necessary
aims of food are achieved by both of them on order to please and feed the customers (Murmura,
2015):
To examine the contributions of fast food to health and diet, different researches have been
conducted. Studies shown that young people have more intake of fast foods when they go with
their friends and families because of social norms. However, studies are limited which explore
whether youth, particularly, student take into consideration their health while using fast food or
not.
Thus hypothesis can be made as,
H2: Health Consciousness has a direct effect on purchase intension of university students.
The Conceptual Framework of the study
Figure 1
Conceptual Framework of the study
Methodology
Quantitative research methodology was used to conduct the research.
Research Design This research presented a casual study to examine the effects of factors
(physical environment and health consciousness) on purchasing behavior of fast food consumers
in Quetta city
Purchase Intension
Physical Environment
Health Consciousness
H+2
H+1
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Sample and Procedures Sample was selected from the MS students both male and female of
university of Balochistan in order to know their buying behavior regarding fast food outlets
(KFC, MacDonald, local brands) situated in Quetta city.
Data collection Techniques Convenience sampling technique was used to collect the data from
different departments in university of Balochistan.
Research instrument Questionnaire was used to collect the data from the participants. Because
for causal research it is preferable as well as easy to collect data from large sample through
questionnaire. In total 150 questionnaires were moved, but later only we received 48 usable
responses.
Data analysis and interpretation SPSS 26 was used do analyze and interpret the data. In which
we used multiple regression analysis because we have one dependent variable (purchasing
intension of fast food consumers) and two independent variables (physical environment and
health consciousness) respectively.
Ethical considerations and Confidentiality. All data will be taken with the consent of
participants and will be kept confidential.
Result
The finding shows that 150 questionnaires were disputed among respondent. And 48 were
received back, among these 48 responded 24 were male and 23 were female and one did not
mention genders, 26 fell range of (15-20) , 19 participants range from ( 21-25), 1 from age group
of ( 26=30) and 2 participants from the age group of (31-35) respectively. Out of 48
respondents, 5 didn’t visited the fast food restaurants during last 3 months. 32 respondents
visited Hot n Spicy and 11 visited Balana restaurant in Quetta city As the participants were asked
to respond on a five-point Likert scale ranging from "strongly disagree"(1) to "strongly
agree"(5).
Data Analysis & Interpretation
After cleaning the data, and checking for missing value, the second step was to perform
descriptive statistics.
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The descriptive statistics showed total number of respondents were 48. Out of total, 24 were
male and 24 were female and, male and female were 50% each. In addition, the mean values of
gender, age and history are 1.46, 1.56 and 1.13 with standard deviation of .544, .741 and .570
respectively.
After description, the reliability of scale was tested, with Cronbach’s Alpha values of health
conscious, physical environments and purchase intention of 0.88, 0.83 and 0.80 respectively.
Multiple Regression.
In multiple regression predictors are more than one. Results of multiple regression using SPSS
are given below.
Table 1
Model Summary
Model
R
R Square
Adjusted R Seq.
Std. Error. Est.
1
.762
.580
.541
.903
Coefficient of correlation between these variables is 0.762. Coefficient of determination R square
shows that 58 percent variation in purchase intention is explained by physical environment,
health concerns. As mentioned in Table 2.
Table 2
Coefficients
Model
Unstandardized
Coefficients
Standardized
Coefficients
t
Sig.
B
Std. Error
Beta
1
(Constant)
1.162
.431
2.694
.010
PE
.441
.136
.497
3.239
.002
HC
.203
.098
.263
2.072
.044
After getting coefficients for constant and other predictor variables by using SPSS it is clear that
with zero, health consciousness and physical environment, the purchase intension of consumer is
1.162.
The coefficient value of .441 for physical environment shows that keeping all other variables
constant, one-unit increase in physical environment on average will cause .441-unit increase in
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purchase intention of consumer of fast food. The coefficient value of .203 for health
consciousness shows that keeping all other variables constant, one-unit increase in health
consciousness on average will cause .203-unit increase in purchase intention of consumer of fast
food. Significance for intercept having value of .010 shows that it is statistically significant and
.002 for physical environment also shows that it is statistically significant. Value of .044
significances for health consciousness shows that it’s statically significant.
Discussion
This study investigated the direct relationship of health consciousness and physical environment
on purchase intension of university students in Quetta Baluchistan.
The hypothesis that there is a positive association between health consciousness and purchase
intention of fast food consumers in university students has received attention from researchers
due to the growing concern over the health implications of fast food consumption. University
students are a significant consumer group in the fast food industry, and their purchase intention is
influenced by various factors, including their health consciousness. The findings of the study by
Chua et al. (2018) provide support for the hypothesis that there is a positive association between
health consciousness and purchase intention of fast food consumers in university students. The
study found that university students who are more health-conscious are more likely to purchase
fast food products that are perceived to be healthier or have healthier options. This finding
suggests that students who are health-conscious are more likely to make healthier food choices,
even when they consume fast food. One possible explanation for this positive association is that
health-conscious students are more aware of the health consequences of consuming fast food
and, as a result, may be more likely to seek out healthier options or modify their consumption
behavior. This explanation is supported by the fact that the fast food industry has been under
pressure to provide healthier food options in response to consumer demand for healthier food
choices. Another possible explanation for the positive association is that students who are health-
conscious may be more likely to consider the nutritional value of the food they consume and may
be more aware of the ingredients in fast food products. As a result, they may be more likely to
purchase products that are perceived to be healthier or have healthier options. The positive
association between health consciousness and purchase intention of fast food consumers in
university students has significant implications for businesses in the fast food industry. These
businesses may need to consider strategies that address the concerns of health-conscious
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consumers, such as providing healthier food options or offering more transparent nutritional
information. They may also need to consider marketing strategies that target health-conscious
consumers and highlight the health benefits of their products (Kwok et al.,2015).
Thus, the hypothesis that there is a positive association between health consciousness and
purchase intention of fast food consumers in university students has received support from
research. This association has significant implications for businesses in the fast food industry,
and strategies that address the concerns of health-conscious consumers may be necessary to
remain competitive. Hence, results of first hypothesis indicated that there is a positive
association between health consciousness and purchase intension of fast food consumers in
university students. Generally, female students found in more health conscious behavior as
compared to males and adopt healthful food patterns (Arganini et al., 2012).
Moreover, second hypothesis demonstrated that physical environment and purchase intension of
fast food consumers are positively associated is proven true. As, literature also supports this.
The relationship between the physical environment and purchase intention of fast food
consumers has been a topic of interest for researchers and businesses in the fast food industry.
The physical environment of fast food restaurants, such as the ambiance, cleanliness, lighting,
and seating arrangements, can influence consumer behavior and purchase intention.
Several studies have examined the relationship between the physical environment and purchase
intention of fast food consumers, and many of them have found a positive association between
the two. For instance, a study by Lobo et al. (2019) found that the physical environment of fast
food restaurants, including the ambiance and cleanliness, positively influenced the purchase
intention of consumers.
Another study by Focke et al. (2017) found that the seating arrangements, lighting, and interior
design of fast food restaurants significantly influenced the purchase intention of consumers. The
study found that consumers were more likely to purchase food from restaurants with comfortable
seating arrangements and pleasant lighting and interior design.
The positive association between the physical environment and purchase intention of fast food
consumers can be explained by several factors. Firstly, a comfortable and pleasant physical
environment can enhance the overall dining experience of consumers, leading to increased
satisfaction and a higher likelihood of returning to the restaurant.
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Secondly, a clean and well-maintained physical environment can create a positive image of the
restaurant and increase consumers' perception of the quality of the food and service. This
perception can lead to increased purchase intention and loyalty among consumers. Likewise,
Riley and Canny (1994) maintain that satisfaction of customers is either negatively or positively
get affected by physical environment and their positive effect of customer’s satisfaction on
purchase intensions.
Thus, the existing research suggests that there is a positive association between the physical
environment and purchase intention of fast food consumers. Businesses in the fast food industry
can benefit from creating a comfortable and pleasant physical environment that enhances
consumers' overall dining experience and creates a positive image of the restaurant. These efforts
can lead to increased consumer satisfaction, loyalty, and purchase intention.
Direction for Future Research
The sample size for the study was too small. For future higher sample size is suggested. In addition,
here only two factor explored which influence the purchasing behaviors, additional factors could
be explored in the same context of the study. Likewise, this study collected data via survey, other
methods, like interview, and focus group discussion can be used to collect the data, which could
explore other factor and add value to body of knowledge.
Conclusion and Recommendations
The study examined the influence of factors e.g. physical environment and health consciousness
on purchase intension of fast food consumers specially university student in Quetta city. We
tested a model with above two independent variables and a dependent variable. The findings
confirm that the relationship between physical environment and purchase intension was
significant. The results have revealed that health consciousness and physical environment both
had a significant and positive impact on purchase intensions of fast food consumers. Hence, this
suggest that youth prefer health along with physical location of fast food restaurants whenever
they go outing. Despite of above two factors there are numerus factors that may affect the buying
behavior of consumers so, management of fast food restaurants should give proper attention to
those factors and retain their customers.
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