A research on the relationship between lifestyle and consumer behavior towards fast food products: the case of İzmir province

In this thesis, relationship between lifesyle and consumer behavior towards fast food products are investigated in İzmir province. Also, consumers' fast food consumption, consumption frequency, reason of consumption, and consumer behavior towards fast food are analyzed. The data is obtained through a consumer survey carried out 271 individuals determineted by random sampling methodology. First of all, factor analysis and cluster analysis method have been used to classify the consumer by their lifestyle. The results showed that 4 factors define consumers' lifestyle were identified: achievers, strivers, makers and strugglers. All of these grups inflenced by fast foods taste and saving on time during their consumption. In the second stage of this study, consumer behavior towards fast food are analyzed by considering demographic criteria such as gender, age, working status, education and income. According to the results, it was revealed that there are differences between the groups for reasons of consumption, frequency of consumption and attitudes towards fast food products. Lastly, Fuzzy Pair Comparison method have been used to determine the priorities criteria of fast food consumption decisions. The result of analysis showed that most important priorities criterias of consumers are being economics, healthy and availablity. Least significants criterias are taste delicious and satisfying. This study, which tries to draw attention to this issue by revealing the patterns and reasons of fast food consumption, is thought to contribute to the policies and training programs in order to influence the behavior of consumers in a positive way.