Factors affecting the frequency of consumption of domestic and foreign fast food brands

• Main Authors: Tomašević Dragana M., Radnović Branislav S., Gašević Dragana Lj
• Format: Article
• Language: English
• Published: Institute for Food Technology, Novi Sad 2020-01-01
• Series: Food and Feed Research
• Subjects: fast food; frequency of consumption; quality; brand reputation; convenience
• Online Access: https://scindeks-clanci.ceon.rs/data/pdf/2217-5369/2020/2217-53692002087T.pdf
• ISSN: 2217-5369; 2217-5660

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.