Consumers’ preference and consumption towards fast food: evidences from Malaysia / Farzana Quoquab Habib , Rozhan Abu Dardak , Sabarudin Zakaria

Consumers’ preference and consumption towards fast food: evidences from Malaysia / Farzana Quoquab Habib , Rozhan Abu Dardak , Sabarudin Zakaria

This study aims to understand consumer preference relating to the fast food in Malaysian market. Moreover, this paper seeks to investigate the trend and pattern of fast food consumption and the importance of various factors affecting the choice of fast food among Malaysian consumers. Findings sug...

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Bibliographic Details
Main Authors: Habib, Farzana Quoquab, Abu Dardak, Rozhan, Zakaria, Sabarudin
Format: Article
Language:English
Published: Faculty of Business Management 2011
Subjects:
Marketing
Online Access:http://ir.uitm.edu.my/id/eprint/880/
http://ir.uitm.edu.my/id/eprint/880/1/AJ_FARZANA%20QUOQUAB%20HABIB%20BMQR%2011.pdf
id uitm-880
recordtype eprints
spelling uitm-8802016-06-07T07:51:25Z http://ir.uitm.edu.my/id/eprint/880/ Consumers’ preference and consumption towards fast food: evidences from Malaysia / Farzana Quoquab Habib , Rozhan Abu Dardak , Sabarudin Zakaria Habib, Farzana Quoquab Abu Dardak, Rozhan Zakaria, Sabarudin Marketing This study aims to understand consumer preference relating to the fast food in Malaysian market. Moreover, this paper seeks to investigate the trend and pattern of fast food consumption and the importance of various factors affecting the choice of fast food among Malaysian consumers. Findings suggest that expenditure for fast food mostly goes to fried chicken, while instant noodles are the least. Moreover, food safety, speed in delivery and food taste suitability has been found as the main influential factors for purchasing the fast food. On the contrary, quality, freshness, easy to cook, and cleanliness are the second priority. Furthermore, ‘Halal’ status has been indicated as the most important factor for the Muslim consumers. Survey method using convenience sampling has been carried out for conducting this study. Therefore, further research targeting a more diverse group of consumers employing random sampling can provide greater generalization. Faculty of Business Management 2011 Article NonPeerReviewed text en http://ir.uitm.edu.my/id/eprint/880/1/AJ_FARZANA%20QUOQUAB%20HABIB%20BMQR%2011.pdf Habib, Farzana Quoquab and Abu Dardak, Rozhan and Zakaria, Sabarudin (2011) Consumers’ preference and consumption towards fast food: evidences from Malaysia / Farzana Quoquab Habib , Rozhan Abu Dardak , Sabarudin Zakaria. Business and Management Quarterly Review (BMQR), 2 (1). pp. 14-27. ISSN 2180-2777
repository_type Digital Repository
institution_category Local University
institution Universiti Teknologi MARA
building UiTM Institutional Repository
collection Online Access
language English
topic Marketing
spellingShingle Marketing
Habib, Farzana Quoquab
Abu Dardak, Rozhan
Zakaria, Sabarudin
Consumers’ preference and consumption towards fast food: evidences from Malaysia / Farzana Quoquab Habib , Rozhan Abu Dardak , Sabarudin Zakaria
description This study aims to understand consumer preference relating to the fast food in Malaysian market. Moreover, this paper seeks to investigate the trend and pattern of fast food consumption and the importance of various factors affecting the choice of fast food among Malaysian consumers. Findings suggest that expenditure for fast food mostly goes to fried chicken, while instant noodles are the least. Moreover, food safety, speed in delivery and food taste suitability has been found as the main influential factors for purchasing the fast food. On the contrary, quality, freshness, easy to cook, and cleanliness are the second priority. Furthermore, ‘Halal’ status has been indicated as the most important factor for the Muslim consumers. Survey method using convenience sampling has been carried out for conducting this study. Therefore, further research targeting a more diverse group of consumers employing random sampling can provide greater generalization.
format Article
author Habib, Farzana Quoquab
Abu Dardak, Rozhan
Zakaria, Sabarudin
author_facet Habib, Farzana Quoquab
Abu Dardak, Rozhan
Zakaria, Sabarudin
author_sort Habib, Farzana Quoquab
title Consumers’ preference and consumption towards fast food: evidences from Malaysia / Farzana Quoquab Habib , Rozhan Abu Dardak , Sabarudin Zakaria
title_short Consumers’ preference and consumption towards fast food: evidences from Malaysia / Farzana Quoquab Habib , Rozhan Abu Dardak , Sabarudin Zakaria
title_full Consumers’ preference and consumption towards fast food: evidences from Malaysia / Farzana Quoquab Habib , Rozhan Abu Dardak , Sabarudin Zakaria
title_fullStr Consumers’ preference and consumption towards fast food: evidences from Malaysia / Farzana Quoquab Habib , Rozhan Abu Dardak , Sabarudin Zakaria
title_full_unstemmed Consumers’ preference and consumption towards fast food: evidences from Malaysia / Farzana Quoquab Habib , Rozhan Abu Dardak , Sabarudin Zakaria
title_sort consumers’ preference and consumption towards fast food: evidences from malaysia / farzana quoquab habib , rozhan abu dardak , sabarudin zakaria
publisher Faculty of Business Management
publishDate 2011
url http://ir.uitm.edu.my/id/eprint/880/
http://ir.uitm.edu.my/id/eprint/880/1/AJ_FARZANA%20QUOQUAB%20HABIB%20BMQR%2011.pdf
first_indexed 2023-09-18T22:45:10Z
last_indexed 2023-09-18T22:45:10Z
_version_ 1777417175815946240

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