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Marketing strategies for fast‐food restaurants: a customer view

Ali Kara (Assistant Professor of Business Administration at the College of Business Administration, Pennsylvania State University at York, Pennsylvania, USA.)
Erdener Kaynak (Professor of Marketing at the School of Business Administration, Pennsylvania State University at Harrisburg, Pennsylvania, USA.)
Orsay Kucukemiroglu (Associate Professor of Business Administration at the College of Business Administration, Pennsylvania State University at York, Pennsylvania, USA.)

International Journal of Contemporary Hospitality Management

ISSN: 0959-6119

Publication date: 1 July 1995

Abstract

In recent years, a major food consumption trend in the USA and Canada is that more people are eating more meals outside their homes. It is predicted that this trend will accelerate in the future. As a result, fast‐food markets will offer greater growth opportunities for marketers. Presents consumers′ perceptions of and preferences for fast‐food restaurants in the USA and Canada. The results of this study may have very important implications for developing successful marketing strategies for fast‐food restaurants. Findings of the study offer need‐oriented marketing strategies for both franchisers and franchisees in the US and Canadian fast‐food sectors to enable them to be more competitive in this fast‐changing business environment.

Keywords

Citation

Kara, A., Kaynak, E. and Kucukemiroglu, O. (1995), "Marketing strategies for fast‐food restaurants: a customer view", International Journal of Contemporary Hospitality Management, Vol. 7 No. 4, pp. 16-22. https://doi.org/10.1108/09596119510146823

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Publisher

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MCB UP Ltd

Copyright © 1995, MCB UP Limited

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