A comparison of consumer perception and attitude towards local and international fast food restaurant in Serdang, Selangor /
This study is to determine the fast food consumption by respondents; perception and attitude towards local and international fast food restaurant. This study also determined of each factor that influences consumer decision to consume a fast food restaurant. 120 respondents were selected via convenie...
Saved in:
| Main Author: | |
|---|---|
| Format: | Thesis Book |
| Language: | English |
| Published: |
2007.
|
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Summary: | This study is to determine the fast food consumption by respondents; perception and attitude towards local and international fast food restaurant. This study also determined of each factor that influences consumer decision to consume a fast food restaurant. 120 respondents were selected via convenience survey method by mall-intercept. A questionnaire survey was used as a tool of data collection. 60 respondents who dine in local fast food restaurant (1901 hotdog) and 60 respondents were dine in international fast food restaurant (McDonald) located in Serdang have been conducted. The study shows 60% of female and 40% of male with 47.5% is Chinese ; 37.5% Malay and 15% is Indian. Most of the respondent is single and the average age is 27.81 years old. The average monthly income of the respondents is RM972.92. Refer to the consumption pattern, people more prefer on international fast food restaurant and the average of respondents consume is RM20.65 in one day. Respondent agree in international is more popular; majority international provide delivery services; product and services is more effective. Most of the respondent is not biased againts local fast food restaurant. The study shows most of the respondent has positive attitude towards international fast food restaurant for every 4P. Respondent also shows that the positive attitudes towards local fast food restaurant exclude promotion. The finding shows the cleanliness, quality of meal and the food safety is the most factors that influence respondent decision to consume in fast food restaurant. The testing of the hypotheses revealed that there is a significantly difference between consumers’ attitude towards local and international fast food restaurant (mean differences=-2.0, p<0.01). The study concluded that respondents are more prefer and satisfied towards international fast food restaurant compare to local fast food restaurant. This study can be used by local marketers to improve their strategic in marketing especially in promotion. Through this study, marketers also can know which factors has more influences consumer in choosing the fast food restaurant. |
|---|---|
| Physical Description: | 71 leaves : ill. ; 30cm. |