Factors influencing millennial choice of fast food at East Coast of Malaysia / Nur Fazlin Pakhri and Norazleena Mohd Zubri

Pakhri, Nur Fazlin and Mohd Zubri, Norazleena (2017) Factors influencing millennial choice of fast food at East Coast of Malaysia / Nur Fazlin Pakhri and Norazleena Mohd Zubri. [Student Project] (Unpublished)

Abstract

The objective of the study is to differentiate between males and females in East Coast of Malaysia pattern of menu choices at Fast Food. The main purpose is to identify the factors that influence millennial in choosing fast food at East Coast of Malaysia which including the factors which are price, location of restaurant, brand image of restaurant and taste of food. The survey was distributed to all millennial from East Coast of Malaysia Kelantan, Pahang and Terengganu. The respondents of this study were from 18 to 29 years old and this important information was highlighted when the researcher distributed the questionnaire. The questionnaire was distributed via Facebook and WhatsApp application because the researcher thought most of the millennial were the user for these applications. There is significant difference showed in the objective because of the factors of choosing fast food like price, location, taste, and brand. Most of the respondents chose to strongly disagree with the factors of choosing fast food that were listed. For the second objective, there was no significant difference showed because there were many females who responded to this questionnaire than the male which 79.7% of the respondents were female. This indicated that female respondents were more likely to buy fast food.

Metadata

Item Type: Student Project
Creators:
Creators
Email / ID Num.
Pakhri, Nur Fazlin
UNSPECIFIED
Mohd Zubri, Norazleena
UNSPECIFIED
Subjects: H Social Sciences > HA Statistics
H Social Sciences > HF Commerce > Consumer satisfaction
Divisions: Universiti Teknologi MARA, Terengganu > Dungun Campus > Faculty of Hotel and Tourism Management
Keywords: Millennial Choice, Fast Food, East Coast
Date: December 2017
URI: https://ir.uitm.edu.my/id/eprint/26537
Edit Item
Edit Item

Download

[thumbnail of PPb_NUR FAZLIN PAKHRI HM 17_5.pdf] Text
PPb_NUR FAZLIN PAKHRI HM 17_5.pdf

Download (97kB)

Digital Copy

Digital (fulltext) is available at:

Physical Copy

Physical status and holdings:
Item Status:

ID Number

26537

Indexing

Statistic

Statistic details