Consumer Preferences of Fast-Food Outlets in the U.S. and Canada: A Comparative Study

Ali Kara, Erdener Kaynak, Orsay Kucukemiroglu

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

In recent years, a major food consumption trend in the U.S. and Canada is that more people are eating more meals outside their homes. As a result, greater market opportunities fastfood markets are offering for marketers. This comparative study explores consumers’ preferences of fast-food restaurants in Canada and the U.S.A. The findings of the study offer need oriented type of marketing strategies for both franchisors and franchisees in the fast-food industry to enable them to be more competitive in this fast changing fast-food business environment.

Original languageEnglish (US)
Title of host publicationDevelopments in Marketing Science
Subtitle of host publicationProceedings of the Academy of Marketing Science
PublisherSpringer Nature
Pages97-101
Number of pages5
DOIs
StatePublished - 2015

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173

All Science Journal Classification (ASJC) codes

  • Marketing
  • Strategy and Management

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