The research presented in this dissertation paper is a study on the opportunity
of opening a new Indonesian fast food restaurant in the Netherlands and the consumer
behavior related to this industry. Moreover, the result of the research is intended to
help any investor to make essentials decisions for the new business so that it will be
able to survive and succeed in the marketplace.
The research was conducted by doing primary and secondary research, where
the primary data was collected through focus group interview. These methods were
carried out with a focus on three factors influencing buying behavior which represent
three different groups of factors: culture represent environmental group, lifestyle
represent person-related group, and product attributes represent properties of the food.
The data gathered were organized and analyzed which at the end a 4Ps retail mix was
concluded as the formula of a new Indonesian fast food restaurant in Indonesia
Author
• (34403009) MELISA KURNIAWATI SUTANTO
Contributor
• (NA00000293) LIESBETH PERDECK
• (NA00000177) MENNO VAN VERTOHAUZEN
Publisher
Universitas Kristen Petra
Year : 2007
Subject
1. CONSUMER BEHAVIOR
2. CONSUMERS-RESEARCH
Keyword
indonesian food, fast food, consumer behavior, food consumption, 4ps marketing mix, culture, lifestyle, product attributes
Category
s1 - Skripsi/Undergraduate Thesis (International Business Management)
Language
English
Rights
Final Assignment Report No. 00010107/MAN/2007; Melisa Kurniawati Sutanto (34403009)
The resource(s) is/are owned by the Creator/Contributor.Reproduction & distribution for non-commercial purposes is permitted provided that the credit for the Creator/Contributor and the source are explicitly stated,and no alteration are made
jiunkpe-ns-s1-2007-34403009-6371-fast_food-cover.pdf (206.71 kB) - [permalink] jiunkpe-ns-s1-2007-34403009-6371-fast_food-abstract_toc.pdf (77.82 kB) - [permalink]