Factors important for the selection of fast food restaurants: an empirical study across three cities of Pakistan

Abstract

Purpose There are different factors that affect customers' experiences at restaurants, and this could lead towards the selection or rejection of a fast food restaurant. The primary purpose of this study is to explore the factors that are important for the selection of restaurants and also to identify the cultural or regional differences in consumer behaviours amongst student customers in relation to international fast food restaurants. Design/methodology/approach A total of 447 questionnaires were randomly distributed among university students of three cities. Data analysis was done in SPSS Version 17. Important factors were identified by factor analysis and ANOVA was used to measure the differences (among cities). Findings According to the findings, customers considered price, variety of food, promotional deals and timely service as the important factors for the selection of fast food restaurants. Different factors were found in different cities. This implies that the choice and selection criteria of customers from different cities in the same country for fast food restaurants may vary. Research limitations/implications The results of this study should only be generalised to the fast food sector as the research only explored the fast food industry. The respondents were selected only from university students of three cities in Pakistan. Other customer segments and geographical areas should be included in future studies. Practical implications The results enable marketers to focus on key points in formulating different strategies, like designing the pricing strategy, the service blueprint, the menu, and positioning and promotional strategies, so that they can provide memorable experiences to customers. The findings also suggest that while operating in multicultural countries, customers need to observe closely. Also, adaptation to local cultures should not be limited to the national level; it should also be tailored to the regional level (cities). Originality/value This paper puts forward the selection criteria for fast food restaurants in a large and ethnically diverse country like Pakistan. The paper also provides useful information for both academicians and marketers about new and emerging areas in how consumer choices vary in culturally diverse nations.

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