Consumers’ preference and consumption towards fast food: evidences from Malaysia / Farzana Quoquab Habib , Rozhan Abu Dardak , Sabarudin Zakaria

• Main Authors: Habib, Farzana Quoquab, Abu Dardak, Rozhan, Zakaria, Sabarudin
• Format: Article
• Language: English
• Published: Faculty of Business Management 2011
• Subjects: Marketing
• Online Access: https://ir.uitm.edu.my/id/eprint/880/1/AJ_FARZANA%20QUOQUAB%20HABIB%20BMQR%2011.pdf; https://ir.uitm.edu.my/id/eprint/880/; http://www.bmqruitm.com/

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...