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 and Management Quarterly Review (BMQR), 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.

Metadata

Item Type: Article
Creators:
Creators
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Habib, Farzana Quoquab
UNSPECIFIED
Abu Dardak, Rozhan
UNSPECIFIED
Zakaria, Sabarudin
UNSPECIFIED
Subjects: H Social Sciences > HF Commerce > Marketing
Divisions: Universiti Teknologi MARA, Shah Alam > Faculty of Business and Management
Journal or Publication Title: Business and Management Quarterly Review (BMQR)
UiTM Journal Collections: Others > Business and Management Quarterly Review (BMQR)
ISSN: 2180-2777
Volume: 2
Number: 1
Page Range: pp. 14-27
Official URL: http://www.bmqruitm.com/
Item ID: 880
Uncontrolled Keywords: Consumer preference, Fast-food consumption, Malaysian consumers
URI: https://ir.uitm.edu.my/id/eprint/880

ID Number

880

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