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1. Conceptual model and hypotheses

The research is to investigate whether or not health choice of fast food can promote the sales volume, and how to increase sales when the suppliers are faced with other competitors. We will focus on two hypotheses.

Sales volume per year of fast food industry
Sales volume per year of fast food industry
H2
H2
Health diet provided by fast food industry
Health diet provided by fast food industry
H1
H1
Diversify food of different culture provided by fast food industry
Diversify food of different culture provided by fast food industry

Customer
Exception/Preference
Customer
Exception/Preference

Dependent variables: Sales volume per year of fast food industry
Independent variables: Health diet, diet culture integrate
Moderating variables: Customer Exception/Preference

Hypothesis1: Can the fast food industries increase sales volume if they change the type of food with health choice?

According to previous research, most fast food has high energy density and low nutritional value. Indeed, fast food consumption is linked to obesity and cardiovascular disease, leading causes of preventable death. (American Journal of Public Health, 2010, Vol 100, No. 6) Furthermore, we believe most of people have acquired knowledge of certain health effects of fast foods, the research conducted by Sukhothai Thammathirat Open University shows over 60% of interviewed consumers were aware of fast food without much nutritional value, but they was hard to stop because of its convenience, speed, hygiene, easiness.

However, though the conclusion made by Global Fast food, they believe Convenience and availability are the main drivers for choosing fast food coupled with a focus on value. As the market consists of many differentiated fast food companies, customers have the option of choosing the best value products. Frozen re-heatable

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