Consumer Perference

Running Head: CONSUMERS PEFERENCES

Consumer Preferences towards McDonald’s and Burger King at Hsinchu – Taiwan

M. Alejandra Saavedra P.

National Tsing Hua University

Abstract

McDonald’s has more branches than Burger King at Hsinchu, and this could be generated for the consumer preferences at the moment to choice between the two fast food restaurants. In the present paper the consumer preferences toward McDonald’s and Burger King, and which attributes are important in the decision-making process are investigated. Was hypothesized that people choose McDonald’s due to the customer service, which is better than Burger King. To test this hypothesis the Multriattibute Model was used, and to gather the information Taiwanese and foreign people among 22 and 43 years old who live at Hsinchu and 90% of them visit a restaurant more than once a week were asked.

After analyzed the information was found that the most important attributes that influence the decision making process at the moment to choose towards Mc Donald’s and Burger King are the product and store’s attributes. The people choose Mc Donald’s due to food’s flavor (product’s attributes), cleanliness and convenience (store’s attributes).

The needs generated by different market segments like students, married couple with and without children, older people, economic level, etc., and its influence on the product, service and store’s attributes is suggested for future researches.

Consumer Preferences towards McDonald’s and Burger King at Hsinchu – Taiwan

The related literature review found out about the consumer preferences and the decisive attributes at the moment of making a decision are described below.

There has been little work done in the past on consumer’s perceptions and preferences for fast-food outlets. Studies of fast-food outlets have been limited to the description of the characteristics of the fast-food consumers in terms of some...