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.