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.