Creative Advertising Impact on Customer Acceptance of Fast Food Restaurant
Journal Title: Academic Research International - Year 2014, Vol 5, Issue 5
Abstract
An advertisement is generally a notice or announcement in a public medium whose purpose is to promote a service, product, or event and of course creative advertising play a vital part in influencing customer acceptance towards fast food . The advertising industry today is showing a change in the traditional media to include the digital media in order to reach audience more effectively. The fast food industry is on in an upward trend. The demand for fast food product is now growing as it is convenience which suits the lifestyle of customers. With the changing lifestyle of Malaysian consumers, more educated people and affluent, people tend to eating-out especially in fast food restaurants. Along with the heavily promote through media and information technology exposure, customers has variety choice of fast food pattern and restaurants. Therefore, the aim of this study is to investigate creative advertising influence towards customer acceptance and to investigate the most important factors of creative advertising towards customer acceptance. This study was conducted in a mall in Penang, on selected fast food restaurant. In this study convenience sampling was used as the sampling techniques. Method of data collection used in this research was survey questionnaire. Data collected was analysed using decriptive and statistical methods. The analysis such as descriptive analysis used to determine the gender, age group, race and fast food choices. Results are obtained from the frequency. Simple Linear regression used to determine the influnce between independent and dependent variable namely, creative advertising and customer acceptance.
Authors and Affiliations
Gayathiri Singam, Punitha Karunagaran, Thamarai Pandiyan, Thinagaran Subramanian, Santhi Govindan
Keywords
Related Articles
- EP ID EP152801
- DOI -
- Views 112
- Downloads 0
MATHEMATICS EDUCATION FOR SUSTAINABLE DEVELOPMENT: IMPLICATIONS FOR SCIENTIFIC AND TECHNOLOGICAL LITERACY
This paper seeks to investigate and thoroughly examine mathematics education for sustainable development using the ambit of scientific and technological literacy. The obvious importance of mathematics in facilitating sci...
Fisherman Community Based on Fish Processing Business Diversification in Coastal Area District Trenggalek
Community-driven development (Community Based Development) theoretically considered one of the most effective development model in the current democratic era, because this development model is based on the potential and...
INCREASING FLAMMABILITY RESISTANCE FOR AIRCRAFTS TIRES BY USING MAGNESIUM HYDROXIDE
Aircraft tire must withstand and a wide range of operational conditions .When on the ground, it must support the weight of the aircraft. During taxi, it must provide a stable cushioned ride while resisting heat generat...
The Importance of Consumers’ Attitudes towards Purchase Intention of Hybrid Car in Malaysia
The purpose of this study is to investigate the influence of consumer consumption values on consumers’ purchase intention with the mediating effect of consumers’ attitude as well as to examine the importance of c...
Modelling the Effects of Condensate Banking on High CGR Reservoirs
This paper presents the results of a study undertaken to evaluate the effect(s) of condensate banking on retrograde gas reservoirs particularly, high condensate gas ratio (CGR) reservoirs. The effects of composition, flu...