Fast Food Choices-Lessons for the Hospitality Industry

Despite weak economic growth post 2008, and a poor exchange rate, international fast food brands continue to enter South Africa. Thus, the local fast food industry is facing increasing pressure as rivals compete for market share. Understanding the culture of the consumer is becoming an important competitive edge and whilst research has been conducted on culture and consumer behaviour, limited studies within the fast food industry have focused on these two constructs. This book sought to explore the extent to which "culture" as defined by traditions, religious affiliation, rituals, social norms and family, influences fast food choice and purchasing decisions in Johannesburg, South Africa. The results resonate with the local and international literature. The most important factor affecting choice was taste, followed by convenience/accessibility and then cleanliness of the store/outlet. This study concentrated on the factors that influenced purchase behaviour of fast food in South Africa. Influential factors, as well as social factors were investigated to determine the extent of culture (traditions, social norms, rituals, upbringing and religion) in the purchase making decision.