Exploring Consumers’ Orientation Toward Fast Food Consumption in Greece

Spyridon Mamalis (), Ifigeneia Mylona (), Irene (Eirini) Kamenidou () and Stavros Pavlidis ()
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Spyridon Mamalis: International Hellenic University, Kavala Campus
Ifigeneia Mylona: International Hellenic University, Kavala Campus
Irene (Eirini) Kamenidou: International Hellenic University, Kavala Campus
Stavros Pavlidis: International Hellenic University, Kavala Campus

Chapter Chapter 23 in Advances in Cross-Section Data Methods in Applied Economic Research, 2020, pp 373-383 from Springer

Abstract: Abstract This research explores the various factors that affect customers’ choice of fast food consumption in the era of economic crisis by conducting field research in the wider Thessaloniki area of Greece. The sample consisted of 236 participants, of which, 195 were fast food customers. Data was collected with a questionnaire and selected via the mall intercept personal interview technique. Respondents reported that easy and quick solution, saturation with tasty food at low cost, and variety of food are the most critical factors for their choice. Factor analysis decreased the 19 variables to three dimensions used for customer segmentation, producing three clusters, i.e., the out of necessity, the fast food lovers, and the rational customers.

Keywords: Fast food restaurants; Thessaloniki; Franchising; Consumers; Marketing research; M31; L83 (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-030-38253-7_23

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DOI: 10.1007/978-3-030-38253-7_23

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