WengOnline

In urban centers, many working individuals rarely have the time to buy and prepare their own food. Their easiest option would be buying from a local convenience store some instant food or eating at the nearest fast food branch. While this is not an active choice, but rather a process of elimination, it also shows the shift of personal lifestyles. With the busy humdrum starting early in the morning, few people have the time to go to the market, prepare food, and pack their lunchboxes. Fewer still are those who have helpers who can do the preparation for them. Most young professional workers often choose to grab a bite at the fast food shops so that they can take care of other things while at home.

The most important factor is that more and more women are now part of the professional workforce, less are now involved in household activities that include preparation of meals. In 1983, a study by Family Health International states that women work an average of 41.6 hours per week – effectively 8 hours for 5 days – that does not include the lunch break, time needed to get to and from the place of work and preparation time. A more recent study conducted by IESE Business School of Spain mentioned that the number of women in the labor force has increased from 32.9 percent in 1970 to 38.5 percent in 2005. By 2003, women make up 56% of all managerial jobs.

The out-of-home food industry is essential to women as an enabler of modern life. Over time, the out-of-home food industry is likely to become more important as people lose the skills or inclination to cook at home on a regular basis. Once a customer has become attached, it is reasonably easy to keep them. Usually it is only major life events that change out-of-home eating and drinking habits and they often survive even these. However, this loyalty is more circumstantial or habitual than a reflection of a strong emotional commitment. Habits change when circumstances are ripe or something else turns up.

It is then understandable that these female professionals together with their male counterparts would also look for other options for their noonday meals and sometimes even dinner. Other factors that influence choice of venue for eating include convenience and availability, cost and value, and taste.

**This entry is an except from one of my papers for a marketing class.