Food & Feed Research

AM-FACTORS AFFECTING THE FREQUENCY OF CONSUMPTION OF DOMESTIC AND FOREIGN FAST FOOD BRANDS

DOI:
-/-
UDK:
641.1:338.439.5:339.133.2/.3
JOURNAL No:
Volume 47, Issue 2
PAGES
xx
KEYWORDS
fast food, frequency of consumption, quality, brand reputation, convenience
TOOLS Creative Commons License
Dragana M. Tomašević*1, Branislav S. Radnović2, Dragana Lj. Gašević1
1Novi Sad School of Business, 21000 Novi Sad, Vladimira Perića – Valtera 4, Serbia
2Educons University, Faculty for Business Economy, 21008 Novi Sad – Sremska Kamenica,
Vojvode Putnika 87, Serbia

ABSTRACT

The rapid pace of life in recent years has led to an increase in the consumption of fast-food in all age and social groups, and in this regard to an increase in the number of newly opened fast-food restaurants. Previously conducted research work in this field has shown that various factors influence an individual's decision (not) to consume fast-food, and the following five factors have stood out: convenience, brand reputation, quality, consistency and cost. Therefore, the aim of this research was identifying the key factors that influence the frequency of consumption of domestic and foreign fast-food brands. The sample included 146 subjects of different gender, age, qualifications, and employment status. The preliminary online research was carried out using the anonymous three-section questionnaire. Based on the data obtained through ordinal logical regression, the primary hypothesis was confirmed, as it was found that there was a statistically significant factor in the frequency of fast-food consumption, that factor being a convenience. It has been confirmed that convenience factor implies utility and time saving, the possibility of easy access to fast-food, almost 24 h working hours of fast-food restaurants and their relative proximity to the respondents. From the market point of view, a significant research result is that respondents gave preference to domestic versus foreign fast-food brands.



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