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You searched Library Catalogue - Publisher: Crisp,
Call Number (WOU) SP CEMBA 2015 38
Author Wong, Song Seng
Title A study on the factors affecting consumers spending decision towards fast food / Wong Song Seng
Abstract 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.
Notes Final project report submitted in partial fulfilment of the requirements for the Degree of Master of Business Administration (CeMBA).
Publisher/Year Penang : School of Business and Administration, Wawasan Open University, 2015.
Subject Food industry and trade.
Subject Fast food restaurants.

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