Decision to choose fast food restaurants of the young people in HCMC, Vietnam

Ha Nam Khanh Giao

No xgv2k, OSF Preprints from Center for Open Science

Abstract: This study has four specific objectives: (1) Identifying the factors that affect the decision to choose fast food restaurants of the young people in Ho Chi Minh City, Vietnam (HCMC), (2) Measuring the impact level of factors affecting the decision to choose fast food restaurants of the young people in HCMC, (3) Proposing some managerial recommendations for those who are interested in the fast food business and (4) Analyzing the difference of the decision to choose fast food restaurants of the young people in Ho Chi Minh City, by surveying 225 young consumers living in HCMC. The SPSS 20 tool was used to analyze the reliability of the scale through the Cronbach's Alpha coefficient, EFA explanatory factor analysis, multiple linear regression analysis. The result of the model test shows four factors that positively affect the decision of choosing fast food restaurants of the young people in HCMC in the order of decreasing level: (1) Price, (2) Products, (3) Store location, and (4) Space. In addition, the results show that there is no difference in the decision to choose fast food restaurants of the young people in HCMC by gender but there are differences by occupation and income. From that, several managerial recommendations have been proposed for managers of fast-food stores to develop appropriate marketing strategies that impact on young people, enhancing their ability to attract shoppers.

Date: 2019-04-17
New Economics Papers: this item is included in nep-sea
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Persistent link: https://EconPapers.repec.org/RePEc:osf:osfxxx:xgv2k

DOI: 10.31219/osf.io/xgv2k

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