Fast Food Consumption Behavior of Consumers in the Northern Region of Iraq

Abstract

Fast food is a food that can be cooked and prepared in a short time; some people enjoy (relish) fast food instead of popular food. The purpose of this research is to investigate the fast food consumption behavior of consumers in the Northern Region of Iraq. The sample size was 380 and questionnaires were distributed among the families in three main areas includes Erbil, Sulaimaniya, and Duhok. Multiple linear regressions models and ANOVA were used to analyze the fast food consumption behavior of consumers. The result shows that the share of total food expenditures spent on fast food consumption increased with incomes. Results from this research suggest that increasing household income increased household fast food consumption share, but decreased food expenditure. In addition, household size has a statistically significant and positive effect on fast food consumption expenditure. The result of statistically significant coefficient showed that household income has a positive effect on fast food consumption expenditure. The income elasticity of fast food consumption is equal to 0.56, that’s mean when the income increasing by 1%, the amount of fast food consumption expenditure will increase by only 0.56%.

Keywords

• Fast food consumption
• Consumer behavior
• Northern Iraq

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