초록 열기/닫기 버튼
This study was carried out to understand the comparative importance and priorities of evaluation factors considered when consumers select fast food brands using the AHP method, and not only to find out but to suggest strategic implications for fast food managers and marketers who are seeking the marketing programs through showing the pair-wise comparison among the competitive fast food brands and the selection process among them. Results of this survey analysis showed that the most important factor of fast food consumers to evaluate fast food stores was the good taste of food, the second factor was the appropriate level of food price, and the third factor was the quality of food. The promotion factors of fast food, i.e. advertisement, etc., was the least important factor out of 15 ones. Results of priority analysis of three competing fast food brands showed that McDonald's was most preferred brand, Lotteria was second, and KFC was third, and Popeye's was fourth one. Thus the competitive advantage evaluation would be able to show us which attributes of each brand has evaluation priority from its customers, so these evaluation process would be also useful to marketers of the fast food company.
키워드열기/닫기 버튼
pair-wise comparison, competitive advantage, fast food
