Exploring Consumers’ Orientation Toward Fast Food Consumption in Greece

This research explores the various factors that affect customers’ choice of fast food consumption in the era of economic crisis by conducting field research in the wider Thessaloniki area of Greece. The sample consisted of 236 participants, of which, 195 were fast food customers. Data was collected with a questionnaire and selected via the mall intercept personal interview technique. Respondents reported that easy and quick solution, saturation with tasty food at low cost, and variety of food are the most critical factors for their choice. Factor analysis decreased the 19 variables to three dimensions used for customer segmentation, producing three clusters, i.e., the out of necessity, the fast food lovers, and the rational customers.