The perception of Thai consumer towards western fast food in Bangkok, Thailand.

Abstract

Nowadays, western fast food has been become significant for Thai consumers as their consumption trends have been changed by many factors. For instance, time saving is a significant factor affecting Thai consumers’ behaviour as they do not have time to prepare meals or have meals in full-service restaurants. However, it also has a negative impact, such as family time and health. The purpose of this research is to gain deeper understanding of the factors that could impact on a consumer’s perception, behaviours and decision making when purchasing fast food in Bangkok, Thailand. This study also observes and analyses the growth and trends of Thai consumers towards western fast food restaurants. It is important to understand how a changing lifestyle, culture and economic factors could affect the fast food industry in the long term. In addition, this research will use a quantitative method related to the positivism philosophy and a deductive approach. Furthermore, this research will collect data from 200 questionnaires from a target group aged between 15 and 30 years and living in Bangkok. The data will be analysed using the SPSS program. To conclude, the results of this research will investigate factors that could be influencing Thai consumers to purchase western fast food products. Moreover, western fast food brands should know whether or not consumer perceptions in terms of health trends towards fast food could be factors. KEY WORDS: Thai Consumer / Western Fast Food / Consumer B / Consumer Perception / Fast Food BKK