Marketing Mix Influence On Purchase Intention Of Fast Food

Chong, Hui Woon (2019) Marketing Mix Influence On Purchase Intention Of Fast Food. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

In highly competitive market, it is important for fast food restaurant to study and understand preferences of consumers in order to fulfil market demand and meet expectation of customers. Therefore, research of marketing mix influence towards purchase intention is significant for marketer of fast food restaurant to grasp consumer’s behaviour. The research targets to identify the category of customer influence purchase intention of fast food. Besides, this research also analyses the relationship between marketing mix and purchase intention of fast food. Then, the research aims to examine the most significant marketing mix that influence on purchase intention of fast food. Researcher will investigate influence of product, price, place/distribution and promotion in purchase intention of fast food. This is an explanatory research which use questionnaire to get feedback from 384 respondents by convenience sampling method. People who stay or work in Melaka will be chosen as respondents. The research uses descriptive analysis, Pearson coefficient, cross tabulation and multiple regression analysis. This survey denotes that young adults has great influence on purchase intention of fast food. The finding shows that all the dependent variables have significant relationship with purchase intention of fast food and the most significant marketing mix elements is price. Moreover, the result also expresses important of marketing mix for marketer to comprehend purchase intention of fast food. The result of the research is mainly suitable for marketers for fast food restaurant as well as researchers who study related studies.

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