Factors influencing consumer behaviour on purchasing fast food / Faiezah Diyanah Mualasan

This study aim to identify the factors that influence the consumer behaviour in purchasing
fast food. This study was taken in UiTM Sabah. Fast food is the type of food that are able
to prepare in a short time period and sell to customer at affordability price. Fast food was
introduce at western countries and begins at Asian recent decade. The factors that influence
consumer behaviour when purchasing fast food are time, taste, affordability of price quality
and convenience of location. From this study we will know the factors that influence
consumer behaviour and their relationship. To know what factors influence the most,
researcher distributed questionnaires to the respondent. From the findings, the result shows
that the independent variables have significant and not significant relationship towards the
dependent variable.