The study of the formation of consumer attitudes and intentions towards internal and external characteristics of fast food restaurants
Journal Title: International Research Journal of Applied and Basic Sciences - Year 2014, Vol 8, Issue 8
Abstract
Nowadays, with the progress in science, technology, and industry, changes have taken place in people's lifestyles and the consumption of fast food has become common for different reasons. Owing to this, the present research was carried out in Tehran with the aim of understanding the consumption pattern of adolescents and adults and studying the differences in attitude between these two consumer groups. This research is a descriptive study carried out in Tehran using the clustering method with 384 participants. The data regarding the attitude of adolescents and adults were collected by a questionnaire, the validity and reliability of which were determined. The data were then analyzed using SPSS software, with Levene's test, T-Test and Pearson correlation coefficient. 49.5% of the participants were adolescents and the rest were adults. The findings showed that there is no significant difference between the adolescent and adult groups with regard to the internal and external characteristics of fast food, except for public brand image; however, there is a significant difference between the two age groups regarding attitude toward fast food. Moreover, the positive relation between customer satisfaction and internal and external characteristics of fast food and word-of-mouth intention was proved.
Authors and Affiliations
Maryam Rahimi*| Department of Business Management, (Marketing), Islamic Azad University, Science and Research Branch, Tehran, Iran, email: maryam_rahimi17@yahoo.com, Abas Ali Haji Karimi| Department of Business Management, Shahid Beheshti University,Tehran, Iran
Keywords
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