DOES THE IMPACT OF CALORIE LABELLING ON MENUS IN FAST FOOD RESTAURANTS INFLUENCE CONSUMER-PURCHASING DECISIONS?

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Author
McDonald, Georgina
Date
2018-04Type
Dissertation
Publisher
Cardiff Metropolitan University
Metadata
Show full item recordAbstract
The aim of the dissertation was to investigate the impact calorie labelling on menus has
on consumer purchasing decisions in fast food restaurants. The aim of the study was to
explore the different influences affecting consumer purchasing along side consumers
existing awareness around calories. The study comprised of both primary and secondary
research staring with a literature review. The literature analysed the secondary data already
produced around the topic, including information on calories and nutrition, the calorie
labelling law, consumer behaviour and existing theories and studies already conducted on
calorie labelling.
Within the study a case study was used focusing on McDonalds, one of the first fastfood
outlets to introduce calorie labelling. The case study allowed a comparison between the
researchers primary research and the research conducted by McDonalds.
A mixed method approach was used for the primary research, conducting interviews as
well as questionnaires; the questionnaires involved a combination or open and closed
questions. The results were then triangulated to form key issues raised by the data collected
outlining clearly to the reader the outcome of the study.
The study has established that if consumers had more awareness of calories prior to
purchasing there purchasing decision would be influenced. Consumers that aren’t aware or
have no interest in calories were unlikely to be influenced by the calories displayed on
menus especially within the fast-food industry.
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