A study on the perceptions of UiTM Sabah students towards fast food outlets / Roger Robert

The proliferation of fast food restaurants is one of the most notable developments in Malaysia food service industry. The sector has grown at a rapid rate over the past 20 years. Despite the continuing debate in western countries about fast food's role and contributions toward the deterioration of public health marketing, the industry is believed to be benefiting from the current local demographic trends, urbanization and changing lifestyles. Given that college or university students are considered as major customers of the fast food industry, it is noteworthy to identify how the perceive industry in Malaysia. The Study initially explores University students' of fast food outlet service quality. This study also examines the attributes that influence students' preferences for the fast food outlet and analyses different fast food brand positions in the college market. A survey conducted through distributing questionnaires to university students in UiTM Sabah Branch from different academic programs and faculties. The results indicate that university students perceive fast food restaurants in KK area to be a high quality. Thus, Marketers need to identify the factors that local consumers consider more important when making a decision on the selection of the fast food outlet, as well as their marketing strategies should have a sound understanding of consumers' perceptions and preferences and how they differ across different demographic and cultures.