Multicultural Student Perceptions of Fast Food Restaurant Brands: An Australian Study

Abstract

ABSTRACT The Australian food-services business is worth an estimated AUD$24 billion, of which the fast-food industry is one of the fastest-growing segments. The industry is dominated by a number of fiercely competitive multinational chains, and price is a common strategy to increase market share. However, in view of changing customer expectations and the growing multicultural market, the industry is becoming aware that pricing strategies alone are no longer viable. Rather, a customer-oriented approach tailored to individual needs is considered to be a more productive strategy in facilitating loyalty and customer satisfaction. In view of the growing international representation of fast food clientele, this paper examines the perceptions of multicultural university students with respect to fast-food restaurants. The results emphasise similarities and differences in the perception of quality and brands across cultural groups.