Creative Advertising Impact on Customer Acceptance of Fast Food Restaurant
Journal Title: Academic Research International - Year 2014, Vol 5, Issue 5
Abstract
An advertisement is generally a notice or announcement in a public medium whose purpose is to promote a service, product, or event and of course creative advertising play a vital part in influencing customer acceptance towards fast food . The advertising industry today is showing a change in the traditional media to include the digital media in order to reach audience more effectively. The fast food industry is on in an upward trend. The demand for fast food product is now growing as it is convenience which suits the lifestyle of customers. With the changing lifestyle of Malaysian consumers, more educated people and affluent, people tend to eating-out especially in fast food restaurants. Along with the heavily promote through media and information technology exposure, customers has variety choice of fast food pattern and restaurants. Therefore, the aim of this study is to investigate creative advertising influence towards customer acceptance and to investigate the most important factors of creative advertising towards customer acceptance. This study was conducted in a mall in Penang, on selected fast food restaurant. In this study convenience sampling was used as the sampling techniques. Method of data collection used in this research was survey questionnaire. Data collected was analysed using decriptive and statistical methods. The analysis such as descriptive analysis used to determine the gender, age group, race and fast food choices. Results are obtained from the frequency. Simple Linear regression used to determine the influnce between independent and dependent variable namely, creative advertising and customer acceptance.
Authors and Affiliations
Gayathiri Singam, Punitha Karunagaran, Thamarai Pandiyan, Thinagaran Subramanian, Santhi Govindan
Keywords
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