Research Article 1

In: Business and Management

Submitted By Brittany2012
Words 588
Pages 3
Research Article Report #1

MCS 1000 - Section: 01

Title & Author of Article

Food for Thought: How Will the Nutrition Labelling of Quick Service Restaurant Menu Items Influence Consumers’ Product Evaluations, Purchase Intentions, and Choices?
Burton, S., Howlett, E., & Tangari, A. (2009)

Study Objectives

After reading the journal article, I believe that the purpose of this study was to prove that there is a gap between perceived and actual fast food nutritional value, and it is the appreciation of this gap that influences consumer purchases and not the definite disclosure of nutrition information. Research was based around the questions of how accurately consumers can measure the levels of calorie, fat and sodium content in their out of home food, and whether of availability of nutrition information will effect food evaluation, purchase intentions, and choice throughout the industry. It is my belief that the study also had a supplementary purpose directed toward quick service retail restaurants. Results from the study may be used to influence the product and market offerings of fast food retailers through an acknowledgement of the relationship between nutrition awareness and the quantity of a particular food product demanded.
Research Methodology
The study consisted of an intricate method of research, conducted through three separate experiments. The hypotheses of each experiment were drawn from the disconfirmation theory (van Raaij 1991). The first study method used followed a four stage data collection consisting of a seven day food diary and participant surveys. The diary was to record the type of food and beverages consumed, the restaurant visited, and satisfaction levels. The participants then filled out surveys indicating their initial nutrition beliefs, and their perceptions thereafter discovering true calorie, fat and sodium levels.…...

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