Consumer preferences for fast food outlets in a developing country

E. Kaynak, O. Kucukemiroglu, S. Aksoy

Research output: Contribution to journalArticlepeer-review

5 Scopus citations

Abstract

In recent years, a major food consumption trend in urban parts of developing countries is that more consumers are eating increasingly more meals outside of their homes. Most of the growth in away-from-home eating has been in the fast food sector. In this increasingly competitive industry, franchising has become a popular vehicle for the fast food sector's growth and maintaining profitability in the shrinking market share. The findings of this study offer need-oriented types of marketing strategies in Turkey to enable fast food outlets to be more competitive.

Original languageEnglish (US)
Pages (from-to)99-113
Number of pages15
JournalJournal of Euromarketing
Volume5
Issue number4
DOIs
StatePublished - 1996

All Science Journal Classification (ASJC) codes

  • Geography, Planning and Development
  • Marketing

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