Purchasing Decision towards Top Three Fast-Food Brands in Thailand: A Case Study of KFC, McDonald’s and Chester’s Grill in Thailand

Abstract

The purpose of conducting this research is aimed to study purchasing decision or criterions that influence customer’s purchasing decision towards top three fast food brands in Thailand which include KFC, McDonald’s and Chester’s Grill. This research is useful for fast food restaurant especially KFC, McDonald's, and Chester’s Grill. This kind of restaurant can gather information from this research to apply or improve their restaurant based on the results and information in this report as well. There are five main factors of the purchasing decisions that include in this research study which are product, price, place, promotion, and brand name. The way to conduct this research is a quantitative research which uses questionnaires to gather data. The samples for this research are customers of KFC, McDonald’s and Chester’s Grill restaurants. The result of the questionnaires analysis is based on 400 questionnaires that were collected from the customers during November, 2015 until January, 2016. The questionnaires will be conducted by concerning of an accuracy, reliability and validity of the answer from customers. The research use Statistical Package for the Social Science (SPSS) to analyze the data that gather from questionnaires survey. Multinomial logistic regression and cross tabulation methods are used for hypothesis testing process in order to generate results. According to the results, the main fives factors are significantly influence on the purchasing decision of customers. Moreover, there are several components in the main five factors have significantly influence on the purchasing decision of customers as well.