Price satisfaction, loyalty and factors that influencing purchasing of Kentucky Fried Chicken (KFC) products in Sandakan, Sabah

Teow, Tian Ping (2013) Price satisfaction, loyalty and factors that influencing purchasing of Kentucky Fried Chicken (KFC) products in Sandakan, Sabah. Universiti Malaysia Sabah. (Unpublished)

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Abstract

A survey has been carried out in Sandakan to investigate the consumer's acceptance of chicken products and Kentucky Fried Chicken (KFC) products; to investigate factors influence the purchasing of KFC products; to investigate the price satisfaction influence towards consumer's loyalty on KFC. This study shows the result of 250 respondents in Sandakan. This study ' will shows the preference of consumer's towards chicken and KFC products, factor that influence consumer's to purchase KFC products and suggest KFC to focus on the dimension of price to improve their business. It is concluded that, KFC need to focus more on price reliability, relative price, price-quality ratio and price transparency In order to maintain the loyalty of KFC customer.

Item Type: Academic Exercise
Uncontrolled Keywords: consumer's acceptance, KFC, price satisfaction, consumer's loyalty
Subjects: H Social Sciences > HF Commerce
Divisions: FACULTY > Faculty of Sustainable Agriculture
Depositing User: Users 83 not found.
Date Deposited: 01 Jun 2017 01:57
Last Modified: 13 Oct 2017 06:26
URI: http://eprints.ums.edu.my/id/eprint/17058

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