Eating at fast food restaurants: an application of Fishbein's Behavioral Intention Model
Author(s)
Advisor
Ger, GülizDate
1992Publisher
Bilkent University
Language
English
Type
ThesisItem Usage Stats
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Abstract
In this study Fishbein's Behavioral Intention Model is
applied to Bilkent Unive r s i t y students' attitudes toward
eating at three different fast food restaurants in A n kara in
order to analyze their intentions and behaviors as
c o n sumers and reach implications for these restau r a n t s in a
m a r k e t i n g context. The study is b a s ically c o n ducted through
a survey whi c h required the completion of a qu e s t i o n n a i re
m a i n l y consi s t i n g of questions in Likert and Semantic
D i f f e rential format. The results show that intentions to
vis i t a p a rticular fast food r e staurant is mu c h mo r e in
control of personal attitudes while in v i s i t i n g frequency
the s u bjective norms tend to gain more importance.