Abstract:
Due to hectic schedules in urban areas and income increases, consumers prefer to have their
foods instantly. Rapid development of socio-economic status has create changes of consumer’s
habit especially for the food they consumed. This has led to emergence and growing of
international fast food restaurant such as KFC and McDonalds. This also had appointed the
establishment of local brands fast food restaurants such as The Chicken Rice Shop’s, Papparich
and Marrybrown. Trending eating in Malaysia happened when the number of careers women’s
has been rose up which led them do not have enough time in preparing food, consumers are
becoming sophisticated to have bonding time with their loved one at fast food restaurants which
contribute in arising consumers’ food service sales. The main objective of this study was to
determine the association between socio-demographic of consumers preference and main reason
for going to eat at Malaysian brand fast food restaurant. The Chi-square results revealed
consumers demographic profiles such as education level, occupation, income level, gender,
marital status and lifestyle were significantly associated with consumers’ preference and the
main reason for going to dine at Malaysian brand fast food restaurants with the reasons of saving
their time for cooking as well as to socialize with friends. |
