Examining the College Students’ Perceived Fast Food Restaurant Selection Attributes

서지정보

· 발행기관 : 한국소비문화학회
· 수록지 정보 : 소비문화연구 / 21권 / 3호 / 181 ~ 203페이지
· 저자명 : 박근순, 박나랑, 김정은, 허욱재

초록

Fast food restaurants are one of the world’s fastest growing food types and are quick, priced reasonably alternatives to home-cooked food that are available readily. Following fast food restaurants’ complex and improved development of marketing tools, the market situation needs to be understood as part of family and consumer sciences education. Specifically, the college market is important for restaurant chains, as it is becoming larger. Therefore, college students cannot be prevented from purchasing fast foods. Therefore, a better educational strategy might be to make college students aware of what fast food contributes, rather than attempting to encourage them not to purchase fast foods. The objectives of this study were to examine and compare the attributes of five fast food restaurants―Burger King, McDonald’s, Subway, Taco Bell, and Wendy’s―as they are perceived by college students. To achieve these objectives, a questionnaire examining the attributes of fast food restaurants was developed. The data were collected through a survey completed by 275 college students. Importance-performance analysis (IPA) showed that across the five fast food restaurants, some common attributes were perceived. The specific objectives of this study were to (1) examine and compare food attributes across five fast food restaurants, and (2) identify fast food restaurants’ relative positions in college students’ minds with respect to their food attributes using IPA. The analyses also indicated that each fast food restaurant was perceived to have its own particular characteristics. This study found both common and unique attributes among the five restaurants evaluated. Location and menu variety were two common attributes that college students perceived important across all five restaurants. First, restaurateurs understand the common and unique characteristics of fast food restaurants and provide practical information to develop their service quality. The fast food restaurant industry should identify what service attributes college students consider most important and how well the fast food restaurant is performing relative to its competitors with respect to each of those attributes. This will allow restaurant managers to focus their operations and activities on college students to a greater extent to maximize consumer satisfaction. Second, consumers can learn the way college students perceive these fast food restaurants. Specifically, family and consumer sciences educators, practitioners, and policymakers should understand consumers’ perceptions of fast food restaurants. By understanding this, it is possible to set a pathway to better education and policies.

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