factors that affect the consumers’ decision of choosing fast food restaurants in Quang Ngai city. The survey in this research was carried out with 1000 observations. The author used the exploratory factor analysis (EFA) method and linear regression analysis to test the research model. Research results show that there are four factors affecting consumers’ choice of fast food restaurants: Service, Perception, Product, Advertising and Price. In which, the service factor has the biggest influence, the second most influential factor is Product, followed by the advertising and price factor, and the last factor is consumer perception. Based on these research results, fast food businesses in Quang Ngai city can focus on the above factors to meet customers’ needs and enhance attraction for their fast food chain.
Key words: Fast food, fast food choice, consumer behavior of fast food in Vietnam.
JEL classification: D11; P23
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Ban biên tập Tạp chí Kinh tế & Quản trị Kinh doanh
Phòng 514, Nhà điều hành, trường Đại học Kinh tế & Quản trị Kinh doanh
Địa chỉ: Phường Tân Thịnh, thành phố Thái Nguyên
Email: tapchikt-qtkd@tueba.edu.vn; Điện thoại: 0208.3903373
