The Study of Brand Choice Decision of Top 3 Global Brand Quick Serviced Restaurant (KFC, McDonald’s, Burger King) in Bangkok

Abstract

Fast food or quick meal is one of the world’s fastest growing food types. The development of fast food is one of the effects of urban development; the quick service restaurant (SQR) industry has been developing rapidly throughout the world. As the economic develop and major changes in lifestyle, education, income of the Thailand consumers in the two last decades have encourage the young consumers to eat out. This independent study aims to exam the consumer’s preference and perception toward quick service restaurant and aims to explore the key factors influencing for KFC, McDonald’s and Burger King customer choice decision in Bangkok. The survey research used questionnaire survey method to collect the data. The target populations are the consumer of KFC, McDonald’s and Burger King in Bangkok with the age of 14-60 years old in both male and female gender of all nationalities, and the sample size for this study is 400. This research discusses about the consumer choice behavior, consumption demand, and social demographic variables. The results of the study are that the Gender and Location doesn’t have significant relationship with consumer’s brand choice. In this study, the delivery service, easy access to the restaurant and good product taste are the top 3 primary factors influencing the choice of quick service restaurant. According to the results of the study, provide for using of academic research, and hope that can help operator when making decision in Thailand QSR market, and provide reference suggestions for marketing strategy.