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

Abstract

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.