THE EFFECTS OF MENU CALORIE COUNT DISPLAY ON FAST FOOD SALES RATE: A CASE ABOUT CALORIES INTAKE (DID THE CONSUMPTION RATE OF FAST FOOD CONSUMERS CHANGE PRE AND POST MENU CALORIE DISPLAYS IN SAUDI ARABIA)

Abstract

The purpose of this study is to determine the effects of menu calorie count display food sales rate. The study will be critical to consumers. It will enable fast food restaurants to increase their awareness of calorie counts in all foods and beverages in fast food restaurants. As a result, this will boost the state of health in Saudi Arabia, since the rate of .diseases caused by excess calories is very high. This is study is descriptive quantitative approach. The method used to conduct the study will be limited to customers who are based in Saudi Arabia and the number of participants is 101 people. The method used to collect the data is used questionnaire via the internet. In order to analyze the results, this study used SPSS analyzing method, which widely used by different researchers in order to analyze the collected data. On the other hand, a regression analysis revealed that restaurant awareness and customer awareness about calories significantly positively predict the purchase intention of the customers. Thereby, the related hypothesis is rejected. Therefore, the more customers and restaurants are aware about the calorie’s intake, the more displaying calories will positively impact their purchase intention and customer’s attitude.