Consumer behavior of teenager toward American fast food
Abstract
The purpose of my thesis is to study about customer behavior of teenagers
toward American fast food market. I conducted a research concerning the teenagers in
Hochiminh city where American firstly entered Vietnam market and rapidly
increased.
In order to collect the data, I conducted a questionnaire and sent these to
pupils and student of 4 selected schools and college, university with the help of my
old teachers and my friends. With 300 questionnaires distributed to the respondents,
274 questionnaires (93.92%) were returned and 258 (92.14%) responses were usable
for data analysis.
From my findings, some major factors about the customer behavior in
teenagers in Hochiminh city are time they often enjoys fast food, KFC brand that
mostly attract teenagers as well as the habit in spending in eating fast food. In
understanding customer behaviors, we found that taste, and safety that fast food
brings to them with hygiene, atmosphere and the service in restaurants are factors that
teenager highly evaluated. Besides, we can find out some differences between males
and females as well as age groups in choosing fast foods and satisfaction levels to
factors of fast food.