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You searched Library Catalogue - Author: Leonard, Anghel
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Call Number (WOU)
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SP CEMBA 2015 38
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Author
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Wong, Song Seng
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Title
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A study on the factors affecting consumers spending decision towards fast food / Wong Song Seng
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Abstract
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Malaysia undergoes rapid economic transformation from being an agricultural country into an industrialized one. While the country experiences rapid phase of industrialization and urbanization in the recent decade, the people enjoys the fruits of its success with higher disposal income and better quality of life than before. This brings about changes in people life style and preferences in consuming behavior. The recent mushrooming of fast food restaurants has been one of the most prominent developments in food services industry in Malaysia. This study investigates consumers’ perception towards fast food restaurant’s service quality. It also examines the factors affecting consumer spending decision toward fast food. This quantitative survey was conduct through distributing the questionnaires the students at JBRO. From the data collected, it was then computed and analyzed by using SPSS program. The results indicate that consumers spending decision is positively related to the factors and the correlations are significant. Marketers need to identify factors which consumer perceives as more important and formulate marketing strategies cater such needs.
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Notes
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Final project report submitted in partial fulfilment of the requirements for the Degree of Master of Business Administration (CeMBA).
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Publisher/Year
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Penang : School of Business and Administration, Wawasan Open University, 2015.
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Subject
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Food industry and trade.
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Subject
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Fast food restaurants.
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