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      • Bilkent Theses
      • Theses - Department of Management
      • Dept. of Management - Master's degree
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      Eating at fast food restaurants: an application of Fishbein's Behavioral Intention Model

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      Author(s)
      Yazıcıoğlu, Murat
      Advisor
      Ger, Güliz
      Date
      1992
      Publisher
      Bilkent University
      Language
      English
      Type
      Thesis
      Item 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.
      Keywords
      attitudes
      behavioral intention
      Permalink
      http://hdl.handle.net/11693/17404
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      • Dept. of Management - Master's degree 309
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