Analyzing the Fast-Food Marketing Strategies Impacting Consumer Buying Behavior
Year: 2024
Type: article
Study design: Observational Study
Abstract: Kentucky Fried Chicken (KFC) has long been a dominant player in the global fast-food industry, known for its distinct fried chicken offerings. This study explores the effect of KFC’s marketing strategies on consumer buying behavior, using the marketing mix framework (4P: Product, Price, Place, Promotion). Primary data were gathered from a survey of 150 consumers in Malaysia via Google Forms, while secondary data included company reports and industry publications. Regression analysis was employed to determine the relationship between the independent variables (product, price, promotion, and place) and consumer buying behavior. Results indicated that product, price, and promotion significantly impact consumer decisions, with the product being the most influential factor (beta = 0.525). Price and promotion also had positive, albeit smaller, effects, while place was statistically insignificant. The R² value of 0.755 suggests that 75.5% of consumer behavior variation can be explained by these factors. These findings underscore the importance of product differentiation and effective promotional strategies in shaping consumer preferences, while the role of physical locations may be diminishing in the fast-food sector due to the rise of delivery services
Authors: Kia Hui Gan, Wei Chien Ng, Universiti Sains Malaysia, Xin Yao Chia, Universiti Sains Malaysia, Sihao Chen, Universiti Sains Malaysia, Cheah Yee Cheng, Universiti Sains Malaysia, Xue Lin Chieng, Universiti Sains Malaysia, Amish Kumar Agarwal, Adelia Nur’ Aeni, Politeknik Negeri Malang, Daisy Mui Hung Kee, Universiti Sains Malaysia
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4403581813