Promotional mix practiced by KFC affect consumer perception towards healthy fast food / Putri Liana Othman

• Main Author: Othman, Putri Liana
• Format: Student Project
• Language: English
• Published: Faculty of Business and Management 2008
• Subjects: Consumer satisfaction
• Online Access: https://ir.uitm.edu.my/id/eprint/19386/2/19386.pdf; https://ir.uitm.edu.my/id/eprint/19386/

This research is about a study of "Promotional Mix Practice by KFC Affect Consumer Perception towards Healthy Fast Food". Moreover, this study will identify consumer perception towards fast food. The model investigated three major variables that may affect consumer perception towards healthy fast food which were advertising, publicity and sales promotion practiced by KFC. The survey is conducted Wisma KFC, Jalan Sultan Ismail and Cheras, Kuala Lumpur area. The sample size for this study is 55 respondents. Respondents are required to answer the questionnaires that contain element that potentially have relationship with customer's perception. Data are analyzed using reliability test, frequency analysis, mean, cross tabulation and descriptive statistics through SPSS program. The findings shows that most of the customers were accept the promotional mix practiced by KFC may affect consumer perception towards healthy fast food. The researcher is also able to give some recommendations and suggestions on how to improve consumer perception towards fast food after the analysis and interpretation data.