Factors influencing the millennial choice of fast food at East Coast of Malaysia. Degree thesis, Universiti Teknologi MARA, Terengganu Dungun Campus. (2017)
Abstract
The objective of the study is to differentiate between males and females in the East Coast Malaysia pattern of menu choices at Fast Food. The main purpose is to identify the factors that influence millennials in choosing fast food on the East Coast of Malaysia which
including the factors which are price, location of the restaurant, brand image of the restaurant, and taste of food. The survey was distributed to all millennials from the East Coast of Malaysia Kelantan, Pahang, and Terengganu. The respondents of this study were from
18 to 29 years old and this important information was highlighted when the researcher distributed the questionnaire. The questionnaire was distributed via Facebook and WhatsApp applications because the researcher thought most of the millennials were the user of these applications. There is a significant difference shown in the objective because of the factors of choosing fast food like price, location, taste, and brand. Most of the respondents chose to strongly disagree with the factors of choosing fast food that was listed. For the second objective, there was no significant difference showed
because there were more females who responded to this questionnaire than the male which 79.7% of the respondents were female. This indicated that female respondents were more likely to buy fast food.
| Item Type: | Thesis (Degree) |
|---|---|
| Keywords: | Foodservice consumer behaviour, Millennial choice, Fast food, East coast |
| Taxonomy: | By Subject > Hotel & Tourism Management > Foodservice Management and Foodservice Entrepreneurship |
| Local Content Hub: | Subjects > Hotel & Tourism Management |
| Depositing User: | Nur Rohaya Razali |
| Date Deposited: | 10 Nov 2021 04:46 |
| Last Modified: | 10 Nov 2021 04:54 |
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