How Consumer's Demographics and Characteristics Influence Lunchtime Eating Behavior? (Case of Undergraduate Students in Bandung City)
Abstract: The current paper
examined the level of food or store
priorities of undergraduate students in
Bandung City to promote better understanding of
young generation in Bandung City. Based on two authors' theoretical
foundation and Health Promotion Model,
student's demographics, characteristics, food
choice determinants, and
store choice determinants are
used as dimension that may consist of
eating behavior. The questionnaire's survey of lunchtime eating behavior to
the two universities,
i.e., Institute Technology
Bandung (ITB) and
Parahyangan Catholic University (UNPAR) in Bandung City. The
Selection of respondents took simple
random sampling. Mann-Whitney U-test, Kruskal-Wallis test
and ANOVA were
used to examine
the effect of
consumer demographics and
consumer characteristics for food and store choice determinants. A total
of 251 undergraduate students
participated; 54.6% were Males
(n=137) and 45.4%
were Females (n=114).
Most of respondents
were Moslem (48.4%)
or Christian (40.6%). “Calorie”,
“Degree of Congestion”, and Atmosphere
(interior and exterior) were less important when they choose food or store.
Moslem respondents tend to care food nutrient compared to the other religions.
The result of this study is the priority
of choosing food and store by
respondents and showed national difference by using previous related research.
Keywords: eating behavior,
food choice determinants,
store choice determinants,
bandung city, undergraduate students
Author: Yuki Tsuruya, Santi
Novani, Takeshi Arai, Utomo Sarjono Putro, and Hidetsugu Morimoto
Kode Jurnal: jpmanajemengg150029
