Abstract

In society, young consumers are influenced by an array of factors within their home,
school and social environments. The adolescent period is one in which the individual
becomes a more independent consumer, exerting increased degrees of independence and
a subsequent freedom of preference. Such independence may be particularly apparent
within the social environment, despite young consumers generally being categorized
under the ‘family market’, within the Hospitality Spectrum. The aim of the study was to
analyse young consumers’ food preferences within the home, school and social
environments, with particular reference to the role of the Hospitality Spectrum. Young
consumers for the study, are defined as being between 11 and 16 years, segmented into
two age groups: 11–13 years and 14–16 years. The selected sectors of the Hospitality
Spectrum which were studied, were the fast food service and school canteen sectors. In
order to fulfil the research aim and objectives, a range of research instruments and
analysis techniques were used. The results of the study to date would illustrate that
tentative steps have been taken within the school and fast food sectors, to bridge the
‘gaps’ between business supply and consumer preferences. Gender differences were
found in food selections within school canteens and fast food establishments, with
females more likely to select ‘British’ styled fast foods at school and males more likely to
select ethnic foods at fast-food establishments. No significant differences were found
between the two age segments. It is vital that the increasingly important role of the young
consumer segment is recognized, in particular considering them as individuals rather than
as a part of the ‘total’ family consumer package. However, in market segmentation young
consumers are an important consumer group and it must not be overlooked that they will
be the future adult consumers. The Hospitality Spectrum must therefore treat this group
with respect for the consumer service industry to achieve its full potential. The results of
this Northern Ireland study indicates that although the young consumer segment is
viewed as important within the selected sectors of the Hospitality Spectrum, the extent of
their full potential has yet to be recognized.