A study of fast food restaurants sales promotional tools preferred by university students / Ogilvy Richard

The study is about the fast food restaurants' promotional tools preferred by university students'. A total of 120 questionnaires were randomly distributed to university students specifically Universiti Teknologi Mara (UiTM) and Universiti Malaysia Sabah (UMS) in the age group of 19-30 years old. Data analysis was done in SPSS Version 18. Hypothesis about coupon, price discount and limited time menu item is being tested with Regression Linear. According to the findings, consumers considered sales promotion via coupon is the main sales promotional tools that preferred by them into consuming fast food. The time to conduct and complete the research is limited added to short semester period. The respondents' selected only from two universities'. Other customer segments and geographical areas should be included in future studies. The results enable marketers to focus on key points in implementing the right sales promotional deals to attract more consumers and retaining them. Originality / Value - This paper puts forward the fast food sales promotion tools preferred by the young consumers. The paper also provides useful information for both academicians and marketers about the effective of sales promotions tools nowadays.