Factors Affecting the Decision to Choose Fast-Food Restaurant in Thai Nguyen City: A Case Study of Thai Nguyen University Students

Nguyen Phuong Tu
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Nguyen Phuong Tu: Faculty of Administration, School of Economic, Hanoi University of Industry

International Journal of Research and Scientific Innovation, 2024, vol. 11, issue 11, 314-317

Abstract: Along with the development of fast-food brand in the Vietnamese market, these brands are increasingly improving the quality of services and facilities to attract customers. However, currently the competition for the market is extremely fierce among brands. Based on 240 survey samples from students at universities in Thai Nguyen City, this study has shown that students’ decision to choose a fast-food restaurant is influenced by 3 factors: Promotion (0.321), Quality perception (0.291) and Brand (0.132). Meanwhile, other factors such as perceived price, convenience, social influence do not have a significant impact on this choice decision. This is a valuable finding both theoretically and practically and is the basis for devising policies to attract costumer as well as “retain†these customers in a better way.

Date: 2024
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