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2020, vol. 47, iss. 2, pp. 87-97
Factors affecting the frequency of consumption of domestic and foreign fast food brands
aNovi Sad School of Business, Novi Sad
bEducons University, Faculty of Business Economics, Sremska Kamenica
Keywords: fast food; frequency of consumption; quality; brand reputation; convenience
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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article language: English
document type: Original Paper
DOI: 10.5937/ffr47-29434
received: 04/04/2020
revised: 07/07/2020
accepted: 27/07/2020
published online: 15/11/2020
published in SCIndeks: 19/01/2021
peer review method: single-blind
Creative Commons License 4.0

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