We have already been able to identify that the fats food market is dominated by consumers who come under the category of children and teenagers. These people are the ones who are most likely to eat 2 to 3 meals a day at fast food restaurants mostly because of the availability of the restaurant in their locale and the access to ready money and cash equivalents as provided by the parents.
The children are also the population of the target market for the fast food restaurants which are most readily and easily influences by the marketing strategies employed by the companies in the fast food market. They are easily attracted to brand names in the consumerist and highly brand conscious market of the current age and are often influenced by third party members like friends, siblings and peers into consuming fast foods even if they might be restricted form doing so. Moreover the developed image of the fast food by McDonalds, KFC, Burger king and Wendy’s also acts as a highly appreciative and attractive concept to the children. “The reconstitution and the re-branding of popular children’s food is producing ‘virtual’ food rather than real food. We live in an era where childhood offers untold opportunities in the northern hemisphere. However, the global market has come to dominate and define the social construction of childhood. Other cultural forms of identity outside of consumerism are not making the same impression.” (Coakely, 2003)
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