Fast Food Thesis

Introduction

According to the National Institutes of Health (NIH), Fast foods are characterizes as quick, easily accessible and cheap alternatives to home-cooked meals. Fast food is a type of mass-produced food that is prepared and served very quickly and the food is typically less nutritionally valuable compared to other foods and dishes. Typically, the term refers to food sold in a restaurant or store with preheated or precooked ingredients, and served to the customer in a packaged form for take-away. Therefore, exist fast food restaurant. It also known as a quick service restaurant (QSR) within the industry, is a specific type of restaurant that serves fast food cuisine and has minimal table service. The food served in fast food restaurants

The factor that researchers want to focus is the consumer behavioural intention to patronize fast food restaurants in Terengganu state, Malaysia. Consumer behavior has been an area of great concern for both marketers and manufacturers of good and services. Through better understanding of consumer cause marketers can develop more effective marketing strategies and next easy the marketer to fulfil the consumer their need and want. According to Hawkins, Mothers Baugh, and Best (2007), the successful marketing decision by commercial firm, non-profit organization, and regulatory agencies require extensive information about consumer behaviour.

Bases on research by scholars, it shows that variables external to the theory of reasoned action were included in other to predict consumer’s behavioural intention to patronize fast food restaurants. The variables that can conclude base on the scholar research is food quality, restaurant image, service quality, atmospheric quality, perceived value, price, quick service, environment, consumers demographics and Modernity in the model are drawn from various food service literature. The variables have in different context explain some variance in consumer’s behavioural intention to patronize fast food

Besides that, researcher also wants to find the minor factor that have influence the population in Terengganu to patronage the fast food restaurant and then increase the academic research. The purpose of this study is to find the main factors that influencing customer’s patronage of fast food restaurants in Terengganu, Malaysia.

Research Objective

1. To understand which factor that influence customer patronage to fast food restaurants.

2. To identify which factor that has bigger influencing for the customer’s patronage of fast food restaurants.

3. To understand how the factor influences the behaviour of customers.

4. To provide recommendations to marketer to enhance knowledge about how to improve customer patronage their restaurant.

5. To determine the nature of relationship between fast food restaurants determinant factors and the behavior of customers towards patronizing the fast food restaurants in