Consumers’ preference and consumption towards fast food: evidences from Malaysia / Farzana Quoquab Habib , Rozhan Abu Dardak , Sabarudin Zakaria

Habib, Farzana Quoquab and Abu Dardak, Rozhan and Zakaria, Sabarudin (2011) Consumers’ preference and consumption towards fast food: evidences from Malaysia / Farzana Quoquab Habib , Rozhan Abu Dardak , Sabarudin Zakaria. Business & Management Quaterly Review, 2 (1). pp. 14-27. ISSN 2180-2777

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Abstract

This study aims to understand consumer preference relating to the fast food in Malaysian market. Moreover, this paper seeks to investigate the trend and pattern of fast food consumption and the importance of various factors affecting the choice of fast food among Malaysian consumers. Findings suggest that expenditure for fast food mostly goes to fried chicken, while instant noodles are the least. Moreover, food safety, speed in delivery and food taste suitability has been found as the main influential factors for purchasing the fast food. On the contrary, quality, freshness, easy to cook, and cleanliness are the second priority. Furthermore, ‘Halal’ status has been indicated as the most important factor for the Muslim consumers. Survey method using convenience sampling has been carried out for conducting this study. Therefore, further research targeting a more diverse group of consumers employing random sampling can provide greater generalization.

Item Type: Article
Uncontrolled Keywords: Consumer preference, Fast-food consumption, Malaysian consumers
Subjects: H Social Sciences > HF Commerce > Marketing
Divisions: Faculty of Business and Management
Depositing User: Staf Pendigitan 1
Date Deposited: 13 Dec 2010 06:42
Last Modified: 07 Jun 2016 07:51
URI: http://ir.uitm.edu.my/id/eprint/880

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