A study on student purchasing behavior of UiTM student Sabah branch toward KFC Restaurant / Sheila Yusof

• Main Author: Yusof, Sheila
• Format: Thesis
• Language: English
• Published: 2009
• Subjects: Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling; Purchasing. Selling. Sales personnel. Sales executives
• Online Access: https://ir.uitm.edu.my/id/eprint/95183/1/95183.pdf; https://ir.uitm.edu.my/id/eprint/95183/

This research is conducting as a requirement of the syllabus for subject Marketing Research (MKT536). The students are required to do a research around UiTM Sabah branch campus to define the purchasing behavior of UiTM student. At the beginning of semester, my lecturer, Professor Madya Mat Yasin has instructed us to do a research and submit the report. So in this research, I'll choose KFC restaurants as my research project to identify the student purchasing behavior at KFC restaurants. In order to complete this project, I need to distributed questionnaire for 120 respondents from 11 courses that representing UiTM Sabah branch student. I choose to use quota sampling as my sampling technique because it will make me easier to find the respondent. My major finding in this research, almost student of UiTM Sabah eat KFC. There are few factor that influence their purchasing behavior at KFC restaurants such as food, price, promotion and service. In my research, I also give recommendation to KFC in order to fulfill customer satisfaction. Here I suggest that KFC should give better services, add more variety of food and also maintains the quality of food and services.