The main objective of this study is to exam the consumer’s preference and
perception toward quick service restaurant.
In detail, first, to study the factors influencing the choice of quick service
restaurant such as price, taste, convenience service etc. And to understand the
association of demographic factors, lifestyle, and quick service restaurant
consumption patterns.
Second, to tell the difference among the consumer profile of KFC, McDonald’s
and Burger King.
In addition, to get an insight about the influence of age and gender toward fast
food preference.