Customer Analysis
“A major trend in the USA and Canada and in most of the industrial world is that more
People are eating meals outside their homes. It is predicted that this trend will accelerate in the future. As a result, fast food markets will offer greater growth opportunities for marketers. Presents consumers’ perceptions and preferences for fast-food is increasing for restaurants in the USA and Canada.”(Kara, Kaynak,, Kucukemiroglu, 1997) Understanding of customer perceptions of service quality and value is especially important to international service firms because such perceptions
are susceptible to cultural differences. In countries with different cultures,
tastes and living habits US service companies need to be aware and adaptive
to local needs. (Ulgado,Lee 1997)Customer’s perception of most these fast food companies such as McDonalds, Burger King, KFC etc is “Good cheap food” which fits every lifestyle including students. ”Real treat for the family and it is very good value” “If you are taking the kids out it makes sense” and some people have said “its not the food but the kids want to go there” Customers like going to these fast places only because they have made it convenient for their consumers where in they can eat in or take away or drive through. (Jones, Shears, Hillier, Clarke-Hill, 2002)
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