Abstract
Page Header Online Submissions Call for Papers Contribution and Fee Student Edition Author Guidelines Focus and Scope Publication Ethics Peer Review Process Editorial Team Open Access Policy Open Access Statement Plagiarism Policy Copyright Notice Archiving All Issues Contact RJI Main logo TEMPLATE JOURNAL TOOLS CONTACT ONLINE Visitor Stats Supported by JOURNAL HELP USER You are logged in as... editorjcda My Profile Log Out NOTIFICATIONS View (341 new) Manage LANGUAGE Select Language English JOURNAL CONTENT Search Search Scope All Browse By Issue By Author By Title FONT SIZE Make font size smallerMake font size defaultMake font size larger INFORMATION For Readers For Authors For Librarians HOMEABOUTUSER HOMESEARCHCURRENTARCHIVESANNOUNCEMENTS##CALL FOR EDITORIAL TEAM## Home > Vol 6, No 3 (2023) > Singh Factors Influencing Consumer Behaviour Intention to Purchase Fast Food: a Study of McDonald’s in Malaysia Dr. Kavita Singh, Joe Fen Tan, Syaza Afiqah Binti Abdullah, Hui Mei Tan, Zhiwen Tan, Nurafikatul Fauziah, Sakshi Sharma, Dr. Daisy Mui Hung Kee Abstract McDonald’s, as the largest worldwide retailer of foodservice, has more than 38,000 locations across more than 100 countries. The company's mission is to quickly adapt to generate profitable growth and to improve upon McDonald's in order to serve superior and high-quality meals to more people every day around the world. The study was conducted to identify and analyze the factors influencing consumer behaviors intention to purchase in the fast-food sector (McDonald's). We investigate whether product and service quality, pricing, promotion, brand awareness, restaurant surrounding and environment will affect the consumers’ behaviour to purchase fast food at McDonald's. Besides, the research that we conducted also related to Sustainable Development Goals (SDGs) as McDonald's has presented its corporate responsibilities. For the study, both primary and secondary data were collected from multiple sources and a digital questionnaire (via Google Form) was created to collect data and information from 150 respondents. Recommendations and implications were discussed.
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