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.
All Science Journal Classification (ASJC) codes
- Geography, Planning and Development