A qualitative study among youth in Malaysia: What drives the purchase of roasted chicken products by young people seeking a better quality of life?

This study was aimed to assess internal and external factors related to youths' consumption behavior towards roasted chicken products. Qualitative interview was conducted with 30 selected respondents aged 15-20, 21-25 and 26 to 30 from a university and two high schools at Serdang, Selangor. An audio recorder was used to gather qualitative data over two months. A thematic content analysis was applied to identify the needed information, comprising of transcription, coding and theme development. Results disclosed that respondents in this study implied physiological attributes (delicious, tastiness, crispy texture, good flavour, brown colour, smoky aroma, own eating preference), personality attributes (availability, good hygiene, health concern), reference groups (friends, family members) and culture (family lifestyle, early life feeding behaviour) as significant factors that drive their purchase of roasted chicken products. This study's results also disclosed that the most prioritized factors were brown colour, health concern, friends and family lifestyle. The results of this study further identify physiological and personality attributes as internal factors, and reference groups and culture as external factors. Hence, this study concluded that internal factors (physiological, personality) and external factors (reference groups, culture) as essential factors in influencing youths' purchase of roasted chicken products. Thus, this study's outcome is beneficial for the vendors to boost their sales as well as promoting better ways of selecting foods to reduce the risk of non-communicable diseases amongst the youth in Malaysia.