Consumer Perceptions of Fast Food

Fast food is so extensively and common. Western consuming patterns had spread world wide. American as the originator of junk food are the biggest band of consumers and on the road making alliance on quick and cheap food. They have created an enormous business for fast food companies. Across to Asian region, where largely local food regarded as healthy but there are more and more people willing to eat junk food which is considered to become more expensive and less in nutrition. It's possible that preference and style overwhelm the bad things. Also, Marketing is the catalyst to the development of junk food.


The procedure for globalization got under way in earnest in Asia about ten years ago when fast food firstly method of Asian market as a trendy food. As time changes, it is currently blamed to be junk food to many consumers. JUNK FOOD Company spends a lot of money on advertising and they always try to create new attractive choice. However, the market seems to be saturated which is time to learn real consumer fads. Within the last few years, Asian standards of living have changed considerably. Quite simply, the Asia countries area are major agricultural, most people resided in rural areas usually living off land and spending their day farming. Now, working life has required people behind a workplace and insufficient free time. The actual fact that it is quicker and cheaper to get fast food on the run than prepare own foods makes fast food industry grows.

Recently, the american style fast food restaurant has gained attractiveness among Thai customers. This can be judged from the plethora of stores like McDonald's, KFC and Pizza Hut, which have mushroomed all around Thailand due to the constantly changing lifestyle of individuals because of economic changes, sociable development and advanced technology, etc. these changes is seen more naturally in big cities. Thai consumer behaviour has also improved as time has become more valuable, preparing food and eating at home is not worth doing especially for working people.

In 1977, Pizza Hut became the first North american junk food restaurant to start a branch in Bangkok, Thailand. This was followed by a number of european style junk food restaurants such as McDonald's. The reputation of fast food restaurant has increased dramatically because of the blooming of middle class course and also due to acculturation of Thai people. Also, working women have short amount of time to cook, corresponding to a 21-market review, including Thai, conducted by ACNielsen. ACNielsen Life Alternatives research 2006 was a qualitative in-depth research of a total of 84 groups of women of different interpersonal position young working women, women of wide middle class and mothers with children age under ten in 21 marketplaces. The common characteristic of all of these was that they bought food and beverages out-of home (appetizers, take-away and dine-out) five times weekly or even more.

Bangkok's fast development and traffic jams also have helped to popularize junk food. Every shopping mall appears to have fast food for customers, as well as the change in lifestyle of people enjoys the two-earner households are less inclined to prepare evening foods at home. Having mobiles allows people more convenience to get out for quick meal by making last minute layout with friends. Besides, the greater wage earners in the family, the fewer participants prepare the meals.

According to the booming business western fast food style in Thailand such as McDonald, KFC, Pizza hut, etc. which are all brands that are popular as foreign fast food for consumers' notion (McLean, 2007. ).

Fast-food restaurants have their own benefits, which their customers understand. These recognized benefits will be the primary explanations why they are simply patronized. Consumers rate these benefits or the worth that they see in the merchandise. Detailed home elevators the preferences of the consumers is uncovered through representative samples of how they rate the importance of such benefits. Certainly, most people want as much benefits as is possible. However, the comparative importance they put on individual benefits may vary significantly and these can be used as effective barometers in segmenting the marketplaces. Astute marketers have long recognized that in addition to brand image, their company image can strongly influence consumer's behavior toward their organization and its own products (Kasulis and Lusch, 1981). A company's image is the notion consumers have of its identity because of this with their experience with it and their understanding of and beliefs about any of it. Similarly, consumer patronage of a specific retail store can be significantly inspired by their conception of its image or personality. Store image may be defined as how the store is identified in the shopper's head, partly by its practical qualities and partially by an aura of subconscious features (Pessemier, 1980).

This definition implies that the fast-food restaurant image could be produced from the so-called useful capabilities of price, convenience, and collection of menu. Variables such as architecture, home design and advertising could affect a restaurant's image as well. Therefore, consumers can develop images of fast-food restaurants whether or not management consciously makes an attempt to project a particular image or not. For this reason, it's important for management to comprehend their image, as consumers perceive it. When the consumers' conditions for choosing the particular restaurant from among other competition may also be revealed, then management can regulate how the restaurant is evaluated or measured.

According to Kotler (2008), placement is the take action of designing the company's offering and image so that it occupies a distinct and valued put in place the target customer's head. The management of any fast-food establishment therefore, needs to summarize to his customers how his store differs from current and potential rivals. Using his store characteristics, he can job a graphic or personality that directly influences the consumer patronage of the store. It is then in the end the consumer's perception of all competing apparel that will make a decision or create the mode of direct or indirect competition among industry individuals. This picture is captured in the product-market structure. It is the reason for this study to determine the current product-market picture of the Thai fast-food industry and determine the forces that are responsible for the structural linkages.

Markets contain various customers, and buyers differ in one or more respects. They may are different in their desires, resources, physical locations, buying behaviour, lifestyles, and buying practices. Any of these variables can be used to segment a market. Market segmentation shows the actual market opportunities facing the establishment. The establishment now must measure the various segments and choose which segment or sections to serve. The question of how many segments to help may also be dealt with, either to increase market talk about or develop niches, as a competitive strategy. The establishment, in evaluating different market sections, must check out factorssuch as portion size and development, segment structural attractiveness, and company targets and resources. Within each section, the establishment needs to create a product-positioning strategy.

Food variety in Thailand can be an implicit characteristic of Thai's diversified culture consisting of different regions. Typically, Thais prefer to have home-cooked dishes - an idea support independently. However, with times due to increasing awareness and impact of western culture, there's a slight move in food utilization patterns among metropolitan Thai families. It began with eating external and moved on to accepting a multitude of delicacies from world-over. Liberalization of the Thai overall economy in the first 1990s and the subsequent accessibility of new players arranged a substantial change in lifestyles and the meals tastes of Thai people. Fast food is the one that gained acceptance of Thai palate following the multinational fast food players adapted the essential Thai food requirements such as local modified meals and selected options excluding beef and pork totally from their menu.

Multinational junk food outlets initially experienced protests and non-acceptance from Thai consumers. This was due to major perception these junk food players provide only hi calories meals, nor serve vegetable meals. In addition, junk food is recognized expensive besides being out-of-way foods in Thai culture. Today, junk food industry is getting modified to Thai food requirements and is growing in Thailand. It is gaining acceptance generally from Thai youth and younger years and is becoming part of life. Keeping because the Thai practices and changing preferences towards food utilization, this study has its concentrate to comprehend the factors impacting on the belief of Thai consumer, towards usage of fast food as well as towards making choice of fast food outlet stores.

The fast food chain investors are now focusing on marketing strategy or planning restaurants. This research will provide the latest research of consumer belief and customer behavior for junk food restaurant in Thailand. Therefore, the researcher is deeply interesting to review and stress of understanding customer in term of these perception and behaviour in order to formulate fast food market segment, concentrate on and placement as well as the marketing combine strategy.

Statement of research question

Marketing researchers have grown to be increasingly worried about quite of marketing combine factors (Smart and Sirohi, 2005). Mainly existing researches only performed in Asians country such as India and Philippine or china. This research which was conducted focusing on fast food restaurant in Thailand tried to find results bottom on this issue of consumers' notion. Anyway the literature alone cannot answer all the questions, so the research is needed to be done regarding the following research seeks and targets.

Research aim

The subject has been chosen to be done with the popularity of consumers in Thailand and to evaluate the consumers' notion toward fast food. This dissertation aims to accomplish under the area of consumers' conception and the factors that impacting on the perceptions of consumers on fast food in Thailand and then implies on any possible suggestion to fortify the value of junk food with respect to the consumption routine of consumers in Thailand.

Research objectives

  • To review the current situation for junk food industry in Thailand.
  • To assess consumers' perception and consumption style on fast food in


  • To critically analyse the factors impacting the perceptions of consumers on fast food

    in Thailand.

  • To propose some suggestions to strengthen the value of fast food with respect to the

    consumption routine of consumers in Thailand.

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