Determinants of fast food consumption in Kampala District

Abstract

Consumption of fast-foods in Uganda is becoming an increasingly important component of the food market as the working class choose to dine out rather than prepare meals at home. Despite the importance of the fast-food sector, limited attempts have been made to study the consumption and expenditure behaviour of consumers of fast-foods. The main objective of this study was to asses factors influencing the consumption of fast-foods in Kampala district. Specific objectives were: to characterize consumers and non-consumers of fast-foods and the fast-foods and to asses the factors influencing the probability of consumption and expenditure on fast-foods. Primary data were collected from a sample of 300 respondents using a purposive sampling procedure. Descriptive statistics show that chips, chicken, sausages, meat and “chaps” were the most consumed fast-foods. Consumption of fast-foods was most motivated by their tasty and convenient nature. Results from Heckman model show that age, household size, education level and distance from work-place to restaurant negatively influenced the probability and level of fast-food consumption while disposable monthly income and time spent away from home had positive effects on the probability and expenditure level of fast-foods. The increasingly busy schedules led to the high demand for fast-foods as an easy solution to consumer’s limited meal time. As changing tastes and need for convenience increasingly become the goal of households, consumption of fast-foods will increase especially in urban areas. Increasing fast-food consumption coupled with rising population and urbanization offers new market opportunities for Agribusiness firms to exploit this growing demand. They should therefore invest in the fast-food sector and produce sufficiently for this market.