The evalution of the students' attitudes and behavior towards fast food consumption

People have different lifestyles that cause different needs and desires. Lifestyles influence people's purchasing behavior. Conditions affecting lifestyles, such as long working hours, short break times, lack of cooking time and no cooking place for employees and students have an impact on changing their eating habits. This situation has led consumers to prefer products that can be consumed faster. The purpose of this study is; to determine whether there is a relationship between the lifestyle and the reasons for choosing fast food of university students. The data were collected by conducting a survey with 347 students in Tekirdag Namık Kemal University. The data was analyzed statistically in terms of descriptive and inferential statistics. In this direction, factors related to fast food consumption are 4 factors (product features, space, accessibility, personal satisfaction) and life styles are collected under 6 factors (thinkers, experiencers, achievers, believers, innovators, makers). The relationship's existence is explained by using factor scores calculated by factor analysis in a multiple regression model. According to research findings, product features variable is effectived in choosing fast food products by Thinkers. Accessibility variable is affective in choosing fast food products on people who have Experiencers life style; space and personal satisfaction are affective on Achievements. Product features and space are effective in coosing fast food products on Innovators. When the findings are generally evaluated; the effects of lifestyle on the causes of fast food consumption seem to be significant. Keywords: Fast food, life style, consumption, consumer behaviour, Vals2