Attributes Influencing Preference of University Students on Fast Food Outlets

The purpose of this research is to identify whether the perceptions and preferences of university students toward fast food restaurants are perceived similarly across these multicultural students in single market location. Essentially, it poses three research questions namely; i) what the perceptions of the university students during their recent visit to a fast food restaurant? ii) What the attributes that influence these university’s students judgment in selection of a fast food restaurant? iii) What the preference of the multicultural students in evaluation of service quality attributes associated with any fast food restaurants. The samples used for this research were students of the University of Queensland (St. Lucia Campus, Brisbane, Australia), which were selected based on their national backgrounds (in term of theirs permanent domicile). The research helps to construct the perceptual maps of these students ' preferences for fast-food product attributes)., The research subject selected were six major fast food operators in Australia and as an addition one healthy fast food concept restaurant. Several instruments included in the questionnaires are modified or adapted from the literature review and stud