Determinants of Consumer Preferences in Fast Food Restaurants. an Application of the Dineserv Model

Download or read book Determinants of Consumer Preferences in Fast Food Restaurants. an Application of the Dineserv Model written by Mirza Shoaib and published by Grin Publishing. This book was released on 2016-11-30 with total page 48 pages. Available in PDF, EPUB and Kindle. Book excerpt: Master's Thesis from the year 2016 in the subject Sociology - Consumption and Advertising, Iqra University, course: Marketing, language: English, abstract: The purpose of this research is to investigate the consumer preferences for the fast food restaurants by using modified DINESERV. The research is done in Karachi to target those who visit fast food restaurants. The variables used for this research are; consumer preference as a dependent variable and independent variables are DINESERV (Tangible, Reliability, Responsiveness, Assurance and Empathy) and Price. Sample data were conveniently collected from different fast food restaurants. Out of 330 respondents, 24 were outliers and 306 sample size is considered data from respondents. Factor analysis and multiple regression technique are used to achieve the objective. Results show that DINESERV subset Tangible, Reliability, Responsiveness and Price are the most significant variables among all.