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Fast food restaurant industry scenario in Malaysia:college students' perceptions / Ahmad Esa Abdul Rahman , Sharifah Nadzrah Syed Omar

The proliferation of fast food restaurants is one of the most notable developments in the Malaysian foodservice industry. The sector has grown at a rapid rate over the past 20 years. Despite the continuing debate in western countries about fast food's role and contributions toward the deteri...

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Main Authors: Abdul Rahman, Ahmad Esa, Syed Omar, Sharifah Nadzrah
Format: Research Reports
Language:English
Published: Institute of Research, Development and Commercialization , Universiti Teknologi MARA 2009
Subjects:
Malaysia
Online Access:http://ir.uitm.edu.my/id/eprint/5246/1/LP_AHMAD%20ESA%20ABDUL%20RAHMAN%2009_5%201.pdf
http://ir.uitm.edu.my/id/eprint/5246/
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spelling my.uitm.ir.52462016-05-27T09:28:13Z http://ir.uitm.edu.my/id/eprint/5246/ Fast food restaurant industry scenario in Malaysia:college students' perceptions / Ahmad Esa Abdul Rahman , Sharifah Nadzrah Syed Omar Abdul Rahman, Ahmad Esa Syed Omar, Sharifah Nadzrah Malaysia The proliferation of fast food restaurants is one of the most notable developments in the Malaysian foodservice industry. The sector has grown at a rapid rate over the past 20 years. Despite the continuing debate in western countries about fast food's role and contributions toward the deterioration of public health, the industry is believed to be benefiting from current local demographic trends, urbanization and changing lifestyles. Given that college students are considered as major customers of the fast food industry, it is noteworthy to investigate how they perceive the industry in Malaysia. The study initially explores college students' perceptions of fast food restaurant's service quality. It also examines the attributes that influence consumer preferences for fast food restaurants and analyses different fast food brand positions in the college market. This quantitative study was conducted at various public and private higher learning institutions in Klang Valley. A survey was conducted through distributing questionnaires to college students from different academic programs. A total of 1000 self-administered questionnaires were distributed with a 98.5% response rate. Using quantitative analysis, the data was computed and analyzed by using SPSS program. The results indicate that college students perceive fast food restaurants in Malaysia to be of a high quality. Their fast food restaurant choices were strongly influenced by the restaurant's cleanliness, consistency of menu items, and location. The results further suggest that McDonald's is the strongest fast food brand in Malaysia, followed by KFC and then Burger King, giving a clear dichotomy between those restaurants that have an established image and those that have not. Marketers need to identify the factors that local customers consider more important when making a decision on the selection of a fast food restaurant, and their marketing strategies should have a sound understanding of consumer perceptions and preferences and how they differ across different cultures. Institute of Research, Development and Commercialization , Universiti Teknologi MARA 2009 Research Reports NonPeerReviewed text en http://ir.uitm.edu.my/id/eprint/5246/1/LP_AHMAD%20ESA%20ABDUL%20RAHMAN%2009_5%201.pdf Abdul Rahman, Ahmad Esa and Syed Omar, Sharifah Nadzrah (2009) Fast food restaurant industry scenario in Malaysia:college students' perceptions / Ahmad Esa Abdul Rahman , Sharifah Nadzrah Syed Omar. [Research Reports] (Unpublished)
institution Universiti Teknologi Mara
building Tun Abdul Razak Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Teknologi Mara
content_source UiTM Institutional Repository
url_provider http://ir.uitm.edu.my/
language English
topic Malaysia
spellingShingle Malaysia
Abdul Rahman, Ahmad Esa
Syed Omar, Sharifah Nadzrah
Fast food restaurant industry scenario in Malaysia:college students' perceptions / Ahmad Esa Abdul Rahman , Sharifah Nadzrah Syed Omar
description The proliferation of fast food restaurants is one of the most notable developments in the Malaysian foodservice industry. The sector has grown at a rapid rate over the past 20 years. Despite the continuing debate in western countries about fast food's role and contributions toward the deterioration of public health, the industry is believed to be benefiting from current local demographic trends, urbanization and changing lifestyles. Given that college students are considered as major customers of the fast food industry, it is noteworthy to investigate how they perceive the industry in Malaysia. The study initially explores college students' perceptions of fast food restaurant's service quality. It also examines the attributes that influence consumer preferences for fast food restaurants and analyses different fast food brand positions in the college market. This quantitative study was conducted at various public and private higher learning institutions in Klang Valley. A survey was conducted through distributing questionnaires to college students from different academic programs. A total of 1000 self-administered questionnaires were distributed with a 98.5% response rate. Using quantitative analysis, the data was computed and analyzed by using SPSS program. The results indicate that college students perceive fast food restaurants in Malaysia to be of a high quality. Their fast food restaurant choices were strongly influenced by the restaurant's cleanliness, consistency of menu items, and location. The results further suggest that McDonald's is the strongest fast food brand in Malaysia, followed by KFC and then Burger King, giving a clear dichotomy between those restaurants that have an established image and those that have not. Marketers need to identify the factors that local customers consider more important when making a decision on the selection of a fast food restaurant, and their marketing strategies should have a sound understanding of consumer perceptions and preferences and how they differ across different cultures.
format Research Reports
author Abdul Rahman, Ahmad Esa
Syed Omar, Sharifah Nadzrah
author_facet Abdul Rahman, Ahmad Esa
Syed Omar, Sharifah Nadzrah
author_sort Abdul Rahman, Ahmad Esa
title Fast food restaurant industry scenario in Malaysia:college students' perceptions / Ahmad Esa Abdul Rahman , Sharifah Nadzrah Syed Omar
title_short Fast food restaurant industry scenario in Malaysia:college students' perceptions / Ahmad Esa Abdul Rahman , Sharifah Nadzrah Syed Omar
title_full Fast food restaurant industry scenario in Malaysia:college students' perceptions / Ahmad Esa Abdul Rahman , Sharifah Nadzrah Syed Omar
title_fullStr Fast food restaurant industry scenario in Malaysia:college students' perceptions / Ahmad Esa Abdul Rahman , Sharifah Nadzrah Syed Omar
title_full_unstemmed Fast food restaurant industry scenario in Malaysia:college students' perceptions / Ahmad Esa Abdul Rahman , Sharifah Nadzrah Syed Omar
title_sort fast food restaurant industry scenario in malaysia:college students' perceptions / ahmad esa abdul rahman , sharifah nadzrah syed omar
publisher Institute of Research, Development and Commercialization , Universiti Teknologi MARA
publishDate 2009
url http://ir.uitm.edu.my/id/eprint/5246/1/LP_AHMAD%20ESA%20ABDUL%20RAHMAN%2009_5%201.pdf
http://ir.uitm.edu.my/id/eprint/5246/
_version_ 1685648221612802048
score 13.211869

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