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The objectives of this study are: 1) To study the marketing mix factors affecting the buying decision of fast food takeaway. 2) To study the demographic that influences the buying decision of fast food takeaway. 3) To study the relationship between demographic and marketing mix. Questionnaires are used for data collection. A sample of 400 people who work or live in CBD area and who work or live in the New CBD area. Descriptive statistics and inferential statistics consisting of T-Test, one-way ANOVA, and Chi-square test are employed for hypotheses testing.
The result shows that the first three of marketing mixes are physical environment, price and process respectively. Factors affecting the buying decision fast food takeaway of five menus indicates that demographic and occupation influenced the buying decision of fast food takeaway of 1st menu (Salted Egg Chicken/Fish/Pork with Rice) and 4th menu (Chicken/Fish/Pork Gungpao with Rice). Moreover, the difference of education influenced the process and the different income influenced the promotion, process and physical environment.
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