한국식생활문화학회지 (Journal of the Korean Society of Food Culture)

  • 제34권4호
  • /
  • Pages.424-431
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  • 2019
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  • 1225-7060(pISSN)
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  • 2288-7148(eISSN)
한국식생활문화학회 (Korean Society of Food Culture)
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Determinants of Consumer Satisfaction in Fast Food Industry of Lahore Pakistan

  • Ali, Asma (Department of Agricultural & Resource Economics, Kangwon National University) ;
  • Lee, Jong-In (Department of Agricultural & Resource Economics, Kangwon National University)
  • 투고 : 2019.06.03
  • 심사 : 2019.07.11
  • 발행 : 2019.08.31
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초록

The purpose of this study is to analyze and evaluate the key success factors for the fast food industry in the region of Lahore Pakistan. Fast food concept developed very speedily in the last few years in Lahore region. The success or failure of a fast food industry based on some factors like Physical environment, Brand-name, Food quality, Price, Taste, Promotional activity, Habitual consumption, Health threats, Consumer expectation, and Family meal. To identify which of these factors has a greater influence on consumer satisfaction, four fast food restaurants such as McDonald's, PIZZA HUT, KFC, and subway were targeted randomly. The proposed research is quantitative in nature and for data collection; a random sampling technique was used. A questionnaire survey answered by 273 people was considered in this research. Data have been analyzed through statistical techniques. It is observed that Brand name, Food quality, Physical environment, Health threats, Price, Family meals, Habitual consumption, and Consumer expectation showed significant impacts on Fast food industry compared to other factors evaluated herein.

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