scholarly journals Internal Influences on Consumer Behavior of Burgarooh Restaurant: A Case in the Fast Food Industry of Oman

2021 ◽  
Vol 8 (8) ◽  
pp. 345-379
Author(s):  
Maria Teresa Matriano
Keyword(s):  
Consumer Behavior ◽  
Community Participation ◽  
Food Consumption ◽  
Fast Food ◽  
Food Industry ◽  
Sultanate Of Oman ◽  
Fast Food Industry ◽  
Factors Affecting ◽  
Fast Food Consumption ◽  
Internal Influences

Internal Influences on Consumer Behavior of Burgarooh Restaurant: A Case in the Fast Food Industry of Oman   Nasser Juma Al Harthi MBA, Middle East College Email: [email protected] Dr. Maria Teresa Matriano  Assistant Professor, Department of Post-Graduate Studies, Middle East College, Oman Email: [email protected]   Abstract Purpose:- The Sultanate of Oman is one of the countries where the restaurant and fast food sectors are active. The study aims to analyze the factors affecting customers' choice of fast food. This research measures both personal and psychological elements on buying fast food in the Sultanate of Oman. This project is concerned with the internal influences of personal factors and factors that interact with the individual consumer.   Design / methodology / approach:- The research has attempted to sample 486 customers of the restaurant from its various branches and used survey questionnaire and online interviews for data collection. Interviews were facilitated with group of customers in the restaurant branches in the Governorate of Muscat. Findings:- The study concluded that the most critical factor in choosing a burger for the consumer is that it is a means for family and friends' participation by 44%. In comparison, 43% of the participants considered that the preparation speed is one of the main factors in choosing burger meals. The study also indicated that the product's price is one of the least influencing factors for selecting the product. Moreover, the study has also concluded that fast food consumption is based on community participation and accessibility rather than direct personal choices.   Research limitation / Implications:-  The study indicated that product's price is the least influencing factors for selecting the product and concluded that fast food consumption is based on community participation and accessibility rather than direct personal choices.   Originality / value:-  There are no previous studies conducted on internal influences on consumer behavior. The study places psychological factors, which represent convictions and beliefs, at the forefront of the factors affecting the consumer's buying decision.

scholarly journals Fast Food Industry Growth in China

2019 ◽  
Author(s):  
Fares Al-Shargie ◽  
Entesar Ahmed
Keyword(s):  
Food Consumption ◽  
Fast Food ◽  
Food Industry ◽  
Technological Advancement ◽  
Fast Food Industry ◽  
Industry Growth ◽  
Factors Affecting ◽  
Fast Food Consumption ◽  
Foreign Brands ◽  
Oligopolistic Market Structure

Over the last decade, fast food industries in china have dramatically increased. Several international enterprises have moved and expand their brands in china markets and trade-holders since 1990. This paper discusses the Chinese fast food consumption and supply and will give account to the factors affecting it favorably like the increase in household income, changes in Chinese lifestyle, growth in population size, emergence of many foreign brands and players, technological advancement, and the introduction of franchising regulations. It will also highlighted on the increasing health concerns, which could possibly affect the Chinese fast food consumption and supply in the longer run. The paper also talk about the elasticity of demand and how the availability of many substitutes will make demand highly elastic in the Chinese fast food industry, which shall imply that any slight change in prices of fast food products by any company will affect demand for that company’s product adversely to other substitutes / company products. Finally, we discuss the Chinese fast food non-collaborative oligopolistic market structure.

scholarly journals Factors Affecting Purchase Intentions in Generation Y: An Empirical Evidence from Fast Food Industry in Malaysia

2018 ◽  
Vol 9 (1) ◽  
pp. 4 ◽  
Author(s):  
Aiyun Xiao ◽  
Shaohua Yang ◽  
Qaisar Iqbal
Keyword(s):  
Generation Y ◽  
Fast Food ◽  
Purchase Intention ◽  
Food Industry ◽  
Purchase Intentions ◽  
Critical Element ◽  
Key Factors ◽  
Fast Food Industry ◽  
Factors Affecting ◽  
Fast Food Restaurants

The purpose of the present study was to investigate the factors that influence the purchase intentions of Generation Y students towards the fast food industry in Nilai, Malaysia. Nowadays, purchase intentions are an important aspect of organizational long-term success in the fast food industry. In addition, purchase intentions are the critical element in competing with other competitive environments; hence, it is important for the fast food industry to pay a significant attention to this matter. The present study was conducted to identify the key determinants that impact the purchase intention of Generation Y students towards the fast food industry in Nilai, Malaysia. Employing the quantitative method in this study, a total of 313 questionnaires were distributed with the response rate of 91%. Another purpose of this study was to provide important insights to Nilai fast food restaurants in understanding the purchase intentions of customers. Therefore, the leaders and managers of Nilai local fast food restaurants can enhance customers’ experience, solve their problems, and ultimately obtain high quality business by understanding the key factors of purchase intentions in fast food industry.

scholarly journals The Prevalence of Fast Food Consumption Among Undergraduates: Evidence from Malaysia

2020 ◽  
Vol 6 (2) ◽  
pp. 133
Author(s):  
Marziah Mokhtar ◽  
Sabariah Yusoff ◽  
Nur Aqilah Muhamad Murad
Keyword(s):  
Multiple Regression ◽  
Food Consumption ◽  
Fast Food ◽  
Consumer Behaviour ◽  
Pearson Correlation ◽  
Product Attributes ◽  
Quantitative Investigation ◽  
Fast Food Industry ◽  
Fast Food Consumption ◽  
Gathering Data

The fast food industry has been growing rapidly since its first opening in Malaysia in 1980s. The trend of consuming fast food continues to grow at a rapid rate especially among students. Therefore, the purpose of this study is to investigate various key determinants of fast food consumption among Malaysian undergraduates as they constitute a large percentage of fast food consumers. A set of validated questionnaires was used in gathering data on the key determinants of fast food consumption prevalence namely consumer behaviour, personal lifestyle, and product attributes. A quantitative investigation was conducted on the data using SPSS package. Few analyses namely Descriptive, Reliability and Multiple Regression were used. The Pearson Correlation indicates product attributes have a strong correlation while there is a moderate one for both consumer behaviour and personal lifestyle. Multiple Regression Analysis results highlight that personal lifestyle and product attributes are both positively significant while consumer behaviour, which positively affects fast food consumption among the Malaysian undergraduates, is not a significant determinant.

scholarly journals Revealing barriers to healthier fast food consumption choices

2014 ◽  
Vol 116 (5) ◽  
pp. 821-831 ◽  
Author(s):  
Katherine Anderson ◽  
Miranda Mirosa
Keyword(s):  
Food Consumption ◽  
Fast Food ◽  
Depth Information ◽  
Fast Food Industry ◽  
Policy Makers ◽  
Content Type ◽  
Fast Food Consumption ◽  
Quick Service ◽  
Weight Watchers ◽  
Laddering Interviews

Purpose – In light of growing concerns around obesity, the present work investigates why consumers continue to choose traditional unhealthy fast food options over newly offered healthier fast food alternatives. Design/methodology/approach – A total of 24 value laddering interviews were conducted with people who had just purchased an item from the traditional menu at McDonalds. Individual reasoning for not selecting a healthier Weight Watchers' approved alternative was aggregated across the respondent set to form a summary map which pictorially displays barriers to healthier fast food choices. Findings – Consumers' choices not to purchase healthier fast food options were dominated by Self Direction type values and are heavily influenced by engrained perceptions that fast food is junk food. Practical implications – For the fast food industry, this research highlights that to help shift consumers' choices toward healthier alternatives, they need to reposition themselves as quick service restaurants that offer good tasting food that is both convenient and healthy. Social implications – For public policy makers, this research suggests a need to address the perceptions of personal relevance of obesity and diet related health issues. Originality/value – The valuable in-depth information collected via the value laddering process offers substantial insights into the unexplored area of barriers to healthier fast food consumption.

A Study on Buying Behaviour of Youngsters towards Fast Food Restaurants

2018 ◽  
Vol 7 (1) ◽  
pp. 1
Author(s):  
Anitharaj M. S.
Keyword(s):  
Fast Food ◽  
Food Industry ◽  
Fast Food Industry ◽  
Factors Affecting ◽  
Food Retailers ◽  
Making Choices ◽  
Fast Food Restaurants ◽  
Indian Food ◽  
Buying Behaviour ◽  
Traditional Economy

The Indian economy was a traditional economy with majority of the consumers having a preference towards home cooked foods. This posed a major challenge to the major global fast food giants such as McDonalds and KFC to establish their business in India. In recent years the Indian fast food industry is undergoing rapid changes, reflecting a number of underlying developments. The most significant has been the quality and variety of services which have accelerated and broadened the scope of fast food restaurants in India. The global retailers have to compete with the Indian fast food retailers who offer traditional foods according to their tastes at affordable prices. Today, the fast food industry is adapting to Indian food requirements and is growing rapidly in India. It is gaining acceptance primarily from the Indian youth and younger generations and is becoming part of daily life. Keeping in mind the Indian habits and changing preferences towards food consumption, this study has as its focus tried to understand the factors affecting the perception of Indian youth, in the age group of 18-25 years, towards consumption of fast food as well as towards making choices of which fast food outlets to patronize. The findings of the study would help the fast food retailers to shore up their strengths and remedy their shortcomings.

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