TY - JOUR
T1 - Positioning of fast-food outlets in two regions of north america
T2 - A comparative study using correspondence analysis
AU - Kara, Ali
AU - Kaynak, Erdener
AU - Kucukemiroglu, Orsay
PY - 1996/12/2
Y1 - 1996/12/2
N2 - In recent years, a major food consumption trend in North America is that more people are eating more meals outside their homes. It is predicted that this trend will accelerate in the future. As a result, fast-food markets will offer greater growth opportunities for marketers. Along with the socio-economic, demographic and behavioral changes, consumer demand for eating out and purchasing of fast foods has drastically changed. The comparative study presented here investigates consumers' perceptions of and preferences for fast-food restaurants in the U.S. and Canada. The results of this study can have very important implications for developing marketing strategies and targeting promotional efforts. Findings of the study offer need-oriented type of marketing strategies for both franchisors and franchisees in the North American fast-food industry to enable them to be more competitive in this fast-changing business environment.
AB - In recent years, a major food consumption trend in North America is that more people are eating more meals outside their homes. It is predicted that this trend will accelerate in the future. As a result, fast-food markets will offer greater growth opportunities for marketers. Along with the socio-economic, demographic and behavioral changes, consumer demand for eating out and purchasing of fast foods has drastically changed. The comparative study presented here investigates consumers' perceptions of and preferences for fast-food restaurants in the U.S. and Canada. The results of this study can have very important implications for developing marketing strategies and targeting promotional efforts. Findings of the study offer need-oriented type of marketing strategies for both franchisors and franchisees in the North American fast-food industry to enable them to be more competitive in this fast-changing business environment.
UR - http://www.scopus.com/inward/record.url?scp=0008374936&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=0008374936&partnerID=8YFLogxK
U2 - 10.1300/J090v14n02_07
DO - 10.1300/J090v14n02_07
M3 - Article
AN - SCOPUS:0008374936
SN - 0748-4623
VL - 14
SP - 99
EP - 119
JO - Journal of Professional Services Marketing
JF - Journal of Professional Services Marketing
IS - 2
ER -