Master's Thesis from the year 2016 in the subject Sociology - Consumption and Advertising, Iqra University, course: Marketing, language: English, abstract: The purpose of this research is to investigate the consumer preferences for the fast food restaurants by using modified DINESERV. The research is done in Karachi to target those who visit fast food restaurants. The variables used for this research are; consumer preference as a dependent variable and independent variables are DINESERV (Tangible, Reliability, Responsiveness, Assurance and Empathy) and Price. Sample data were conveniently collected from different fast food restaurants. Out of 330 respondents, 24 were outliers and 306 sample size is considered data from respondents. Factor analysis and multiple regression technique are used to achieve the objective. Results show that DINESERV subset Tangible, Reliability, Responsiveness and Price are the most significant variables among all.

Masterarbeit aus dem Jahr 2013 im Fachbereich BWL - Marketing, Unternehmenskommunikation, CRM, Marktforschung, Social Media, Lovely Professional University, Punjab, Sprache: Deutsch, Abstract: Prior research has shown that customer satisfaction is the most important means for fast food restaurant. The main objectives of the study were to enhance the fast food service quality impact on overall customer satisfaction, to study purchaser behavior towards fast food places, to identify various key factors used by clients in the selection of fast food restaurants; and to analyze the particular differences/similarities in critical factors deemed by consumers for the selection of fast food restaurants. Our objective should be to look into the particular crucial elements that really help to determine the expectations which buyers have regarding the fast food market and his or her perceptions of good quality through experience. The organizations under study were Pizza Hut, Hardees, KFC, McDonald's and Subway located in Lahore, Pakistan. An extensive review of the literature was carried out by reviewing research studies, books, site pages and journals etc. On the basis of that literature review and its inferences, a questionnaire was developed which was needed for this quantitative type of research. The data was collected from the customer of these restaurants. A sample of 407 customers was selected randomly. Data was compiled and statistically analyzed using SPSS and Microsoft Excel. On the basis of their responses correlation test and analysis of variance (ANOVA) was applied through IBM SPSS. Results of each question were thoroughly analyzed and discussed by the researcher. Graphical representation of all the data has been shown. Conclusions of the study include the strengths of the organization as well as a few deficiencies in performance. Recommendations have been made for fast food restaurants to overcome those deficiencies for enhancing performance through statistical tec

Creating memories and joyous experiences for consumers is a key dimension affecting the profitability and growth of a hospitality firm. Drawing on global experiences, this new book looks at the diverse factors that create these positive experiences and provides insight into marketing and consumer behavior in the context of hospitality and tourism. The dynamics of emerging economies has been captured, and some lessons have been drawn from best practices across the globe.

The another time dominates consumption behavior case is that time rich or time poor factor, e.g. one fast food famous restaurant, its success is not only due to its fast food good taste factor, its restaurant location whether is close to the time poor people's offices, it is one main factor. Because this fast food famous restaurant only choose to build its restaurants to close to offices in any large cities in different countries. Hence, the franchisees need to pay expensive franchise loyalty income to buy its franchise in order to it can supply fast foods to the franchisees to sell, but they also need to pay expensive rent to this fast food franchiser, due to their fast food restaurant locations has been chose to locate in the main cities in different countries from the fast food famous restaurant's location decision. Hence, whether long or short time fast restaurant rent period to the franchisees, which can dominate the fast food restaurants's royalty and rent income. For example, if one fast food franchisee only sign one year contract to buy the fast food franchisor's loyalty to help it to sell its fast foods only one year, because it does not ensure how many fast food consumers will choose to buy these fast foods to eat, due to its price is decided by the fast food franchisor. If the cities have other fast food restaurants to let them to choose, they may find other fast food restaurants to replace it to eat fast foods very easily. If this fast good restaurant is not the most famous and it operates only short time. So, it can not earn more fast food franchisees' confidence to accept to pay long time rent to operate its fast food restaurants in cities and pay long time royalty fee to it. Otherwise, if the fast food restaurant had operated its restaurant for a long time period to raise its fast food loyalty's to let many different countries' fast food eaters to familiarize or acknowledg its fast food brand in popular. So, long fast food opersation time can confirm that it has many fast food eaters, they prefer to choose to eat its fast foods. It can increase the franchisees' confidence to choose to rent its fast food restaurants and pay royalty to it in preference. Hence, the fast food franchisor's restaurant operation time whether it is long or short time, this franchisor's fast food restaurant operating time pressure factor will dominate the fast food franchisees' choices to decide to pay how long rent sand franchise royalty income to rent its restaurant to do the franchisee's fast food business in the cities locations in different countries. So, it seems that the fast food franchisor's business operation time can dominate the frahchisees' choice. In special, in fast food industry, time rich and time poor consumers behavior will dominate their fast food choices. Time rich people feel they have enough or too much time when time poor people feel time is a major constraint in their daily life. The explansion of the fast food business, and the increase eatting of fast food are indicators of this trend. At the same time, shorter working hours increased wealth and less pressure on domestic rountines have opened up new segments of leisure consumption. But, " free time" in certain areas has not for many people, lead to an increases feeling of time richness.

Globally the hospitality and tourism industry is evolving and undergoing radical changes. The past practices are now advancing through the rapid development of knowledge and skills acquired to adapt and create innovations in various ways. Hence, it is imperative that we have an understanding of the present issues so that we are able to remedy problems on the horizon. Current Issues in Hospitality and Tourism: Research and Innovations is a complilation of research in the broad realm of hospitality and tourism. This book is divided into eight sections covering the following broad themes: – Training and education (hospitality students learning); – Organization and management (practical issues and current trends in the hotel, catering and tourism industry); – Product and food innovation; – Marketing; – Islamic hospitality and tourism issues; – Gastronomy; – Current trends; – Tourism The contributions, from different parts of the globe, present a new outlook for future research, including theoretical revelations and innovations, environmental and cultural exploration aspects, tourist destinations and other recreation and ecotourism aspects of the hospitality and tourism industry. Current Issues in Hospitality and Tourism: Research and Innovations will be useful as a reference for academics, industry practitioners and policy makers, and for those with research interests in the fields of hotels, tourism, catering and gastronomy.

The importance of consumer preferences towards the fast-food industry has become an important phenomenon. This study analyses the choice of the restaurant between McDonald's and A&W on the following factors like cleanliness, atmosphere, value, location, price, taste, children and variety. The data was analyzed using t-test and itwas found that there is a significant difference on one factor where children's decision on the choice of the restaurant seems to be important. Analysis was also performed on various other dimensions like race, age, gender, income eating habits, and time spent on media. [Authors' abstract].