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Factors affecting purchase intention of fast food among generation Z in Kluang, Johor

Fast food industry is mushrooming over the years due to the high demand from consumers. Life of many people have greatly changed due to rapid urbanization, added with busy lifestyle and advancement in technology. Generation Z can be defined as people who born between 1995 - 2012, particularly for hi...

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Main Author: Wal Razali, Nurliyana Atikah
Format: Undergraduate Final Project Report
Published: 2020
Online Access:http://discol.umk.edu.my/id/eprint/4381/
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spelling my.umk.eprints.43812022-05-23T08:26:19Z http://discol.umk.edu.my/id/eprint/4381/ Factors affecting purchase intention of fast food among generation Z in Kluang, Johor Wal Razali, Nurliyana Atikah Fast food industry is mushrooming over the years due to the high demand from consumers. Life of many people have greatly changed due to rapid urbanization, added with busy lifestyle and advancement in technology. Generation Z can be defined as people who born between 1995 - 2012, particularly for high schooner’s up to 24 years old. Consumption of fast food has become a trend and it remained popular among Generation Z. However, study on factors affecting purchase intention among generation Z towards fast food is lacking in the literature. The main aim of this study was to identify the factors affecting generation Z's purchase intention of fast food. This study used survey method. Questionnaire had been distributed to 400 respondents after its reliability had been checked using Cronbach's Alpha test. This study was carried out in Kluang, Johor and the respondent was sampled using convenience sampling method. Data has been analyses using SPSS software. Descriptive statistical tests were used to analyses socio-demographic profile. Next, exploratory factor analysis revealed seven factors which were 'service quality', 'food value and restaurant environment', 'food quality', 'price', 'promotion attractiveness', 'humanic clues' and 'health and marketing'. The three most important factors found were 'service quality', 'food value and restaurant environment' and 'food quality' with the total variance explained 40.7%. Understanding on factors affecting purchase intention can be beneficial to food marketers in order to improve their performance in producing a good and high quality of food which can satisfy customer's needs. 2020 Undergraduate Final Project Report NonPeerReviewed Wal Razali, Nurliyana Atikah (2020) Factors affecting purchase intention of fast food among generation Z in Kluang, Johor. Final Year Project thesis, Universiti Malaysia Kelantan. (Submitted)
institution Universiti Malaysia Kelantan
building Perpustakaan Universiti Malaysia Kelantan
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Malaysia Kelantan
content_source UMK Institutional Repository
url_provider http://umkeprints.umk.edu.my/
description Fast food industry is mushrooming over the years due to the high demand from consumers. Life of many people have greatly changed due to rapid urbanization, added with busy lifestyle and advancement in technology. Generation Z can be defined as people who born between 1995 - 2012, particularly for high schooner’s up to 24 years old. Consumption of fast food has become a trend and it remained popular among Generation Z. However, study on factors affecting purchase intention among generation Z towards fast food is lacking in the literature. The main aim of this study was to identify the factors affecting generation Z's purchase intention of fast food. This study used survey method. Questionnaire had been distributed to 400 respondents after its reliability had been checked using Cronbach's Alpha test. This study was carried out in Kluang, Johor and the respondent was sampled using convenience sampling method. Data has been analyses using SPSS software. Descriptive statistical tests were used to analyses socio-demographic profile. Next, exploratory factor analysis revealed seven factors which were 'service quality', 'food value and restaurant environment', 'food quality', 'price', 'promotion attractiveness', 'humanic clues' and 'health and marketing'. The three most important factors found were 'service quality', 'food value and restaurant environment' and 'food quality' with the total variance explained 40.7%. Understanding on factors affecting purchase intention can be beneficial to food marketers in order to improve their performance in producing a good and high quality of food which can satisfy customer's needs.
format Undergraduate Final Project Report
author Wal Razali, Nurliyana Atikah
spellingShingle Wal Razali, Nurliyana Atikah
Factors affecting purchase intention of fast food among generation Z in Kluang, Johor
author_facet Wal Razali, Nurliyana Atikah
author_sort Wal Razali, Nurliyana Atikah
title Factors affecting purchase intention of fast food among generation Z in Kluang, Johor
title_short Factors affecting purchase intention of fast food among generation Z in Kluang, Johor
title_full Factors affecting purchase intention of fast food among generation Z in Kluang, Johor
title_fullStr Factors affecting purchase intention of fast food among generation Z in Kluang, Johor
title_full_unstemmed Factors affecting purchase intention of fast food among generation Z in Kluang, Johor
title_sort factors affecting purchase intention of fast food among generation z in kluang, johor
publishDate 2020
url http://discol.umk.edu.my/id/eprint/4381/
_version_ 1763303406205665280
score 13.211869

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