Consumers’ preference and consumption towards fast food: evidences from Malaysia / Farzana Quoquab Habib , Rozhan Abu Dardak , Sabarudin Zakaria
This study aims to understand consumer preference relating to the fast food in Malaysian market. Moreover, this paper seeks to investigate the trend and pattern of fast food consumption and the importance of various factors affecting the choice of fast food among Malaysian consumers. Findings sugges...
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| Format: | Article |
| Language: | English |
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Faculty of Business Management
2011
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| Online Access: | https://ir.uitm.edu.my/id/eprint/880/ |
| _version_ | 1848802422288285696 |
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| author | Habib, Farzana Quoquab Abu Dardak, Rozhan Zakaria, Sabarudin |
| author_facet | Habib, Farzana Quoquab Abu Dardak, Rozhan Zakaria, Sabarudin |
| author_sort | Habib, Farzana Quoquab |
| building | UiTM Institutional Repository |
| collection | Online Access |
| description | This study aims to understand consumer preference relating to the fast food in Malaysian market. Moreover, this paper seeks to investigate the trend and pattern of fast food consumption and the importance of various factors affecting the choice of fast food among Malaysian consumers. Findings suggest that expenditure for fast food mostly goes to fried chicken, while instant noodles are the least. Moreover, food safety, speed in delivery and food taste suitability has been found as the main influential factors for purchasing the fast food. On the contrary, quality, freshness, easy to cook, and cleanliness are the second priority. Furthermore, ‘Halal’ status has been indicated as the most important factor for the Muslim consumers. Survey method using convenience sampling has been carried out for conducting this study. Therefore, further research targeting a more diverse group of consumers employing random sampling can provide greater generalization. |
| first_indexed | 2025-11-14T21:23:06Z |
| format | Article |
| id | uitm-880 |
| institution | Universiti Teknologi MARA |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T21:23:06Z |
| publishDate | 2011 |
| publisher | Faculty of Business Management |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | uitm-8802024-01-16T08:29:13Z https://ir.uitm.edu.my/id/eprint/880/ Consumers’ preference and consumption towards fast food: evidences from Malaysia / Farzana Quoquab Habib , Rozhan Abu Dardak , Sabarudin Zakaria bmqr Habib, Farzana Quoquab Abu Dardak, Rozhan Zakaria, Sabarudin Marketing This study aims to understand consumer preference relating to the fast food in Malaysian market. Moreover, this paper seeks to investigate the trend and pattern of fast food consumption and the importance of various factors affecting the choice of fast food among Malaysian consumers. Findings suggest that expenditure for fast food mostly goes to fried chicken, while instant noodles are the least. Moreover, food safety, speed in delivery and food taste suitability has been found as the main influential factors for purchasing the fast food. On the contrary, quality, freshness, easy to cook, and cleanliness are the second priority. Furthermore, ‘Halal’ status has been indicated as the most important factor for the Muslim consumers. Survey method using convenience sampling has been carried out for conducting this study. Therefore, further research targeting a more diverse group of consumers employing random sampling can provide greater generalization. Faculty of Business Management 2011 Article NonPeerReviewed text en https://ir.uitm.edu.my/id/eprint/880/1/AJ_FARZANA%20QUOQUAB%20HABIB%20BMQR%2011.pdf Habib, Farzana Quoquab and Abu Dardak, Rozhan and Zakaria, Sabarudin (2011) Consumers’ preference and consumption towards fast food: evidences from Malaysia / Farzana Quoquab Habib , Rozhan Abu Dardak , Sabarudin Zakaria. (2011) Business and Management Quarterly Review (BMQR) <https://ir.uitm.edu.my/view/publication/Business_and_Management_Quarterly_Review_=28BMQR=29.html>, 2 (1). pp. 14-27. ISSN 2180-2777 http://www.bmqruitm.com/ |
| spellingShingle | Marketing Habib, Farzana Quoquab Abu Dardak, Rozhan Zakaria, Sabarudin Consumers’ preference and consumption towards fast food: evidences from Malaysia / Farzana Quoquab Habib , Rozhan Abu Dardak , Sabarudin Zakaria |
| title | Consumers’ preference and consumption towards fast food: evidences from Malaysia / Farzana Quoquab Habib , Rozhan Abu Dardak , Sabarudin Zakaria |
| title_full | Consumers’ preference and consumption towards fast food: evidences from Malaysia / Farzana Quoquab Habib , Rozhan Abu Dardak , Sabarudin Zakaria |
| title_fullStr | Consumers’ preference and consumption towards fast food: evidences from Malaysia / Farzana Quoquab Habib , Rozhan Abu Dardak , Sabarudin Zakaria |
| title_full_unstemmed | Consumers’ preference and consumption towards fast food: evidences from Malaysia / Farzana Quoquab Habib , Rozhan Abu Dardak , Sabarudin Zakaria |
| title_short | Consumers’ preference and consumption towards fast food: evidences from Malaysia / Farzana Quoquab Habib , Rozhan Abu Dardak , Sabarudin Zakaria |
| title_sort | consumers’ preference and consumption towards fast food: evidences from malaysia / farzana quoquab habib , rozhan abu dardak , sabarudin zakaria |
| topic | Marketing |
| url | https://ir.uitm.edu.my/id/eprint/880/ https://ir.uitm.edu.my/id/eprint/880/ |