Zulkarnian Ahmad, Cordelia Mason

(Universiti Kuala Lumpur, 50300 Kuala Lumpur, Malaysia)

 

 

Abstract: In developing marketing strategies, it is important to find out customers perceptions and behavior. Many studies on consumer behavior have been undertaken towards this end. This study focuses on customer perceptions and behaviors of fast food restaurants based on a case study of Radix Fried Chicken Sdn. Bhd. The study which employs the quantitative method uses data obtained from 400 customers. It examines the influence of marketing mix and customer shopping behavior on customer purchase decision. The results show that demographic characteristics, i.e., gender, age, education level and monthly income do not have a high degree of influence on customer purchase decisions. Rather, the seven marketing mix are major factors which influence customer purchase decision. The findings of this study supports the Model of Nature of Customers’ Perception developed by Del, Roger and Kenneth in the year 2004, which states that individuals are not passive interpreters of marketing and other messages; and customers actively assign meanings to products and services based on their needs, desires, expectations and experience.

 

 

Key words: customer perceptions and behaviors; customer purchase decisions; fast-food industry

 

JEL code: M310