Fast Food Restoranlarını Tercih Eden Tüketiciler Üzerine Bir Araştırma

Abstract

Products consumed by society vary according to needs, preferences and purchasing power. Consumers prefer fast food products for different reasons. These differences ensure that the food and beverage industry have a dynamic and competitive structure. The increasing number of consumers and changing customer demands / desires can cause changes in consumer perception. Questionnaire form was used to obtain data in the study and data were obtained from 406 participants. The data obtained were analyzed with the help of SPSS. As a result of the research, some differences were determined between importance and satisfaction in some criteria. The criteria for which the perceived value decreases consist of cleaning / hygiene, the taste of the product, the quality of the product, the service speed, the quality of the service, the variety of the menu and the price. The criteria for which the perceived value does not change much are nonfood and beverage services, the location / location of the restaurant, name / brand and ambiance. In addition, 70% of the participants stated that healthier menu items should be included, and 62% stated that the nutritional values of the products should be shown.