Internal Influences on Consumer Behavior of Burgarooh Restaurant: A Case in the Fast Food Industry of Oman

Authors

  • Maria Teresa Matriano

DOI:

https://doi.org/10.14738/assrj.88.10625

Keywords:

Internal Influences, Consumer Behaviour, Fast Food Industry, Personal Factor, Psychological Factor, Marketing

Abstract

Internal Influences on Consumer Behavior of Burgarooh Restaurant:

A Case in the Fast Food Industry of Oman

 

Nasser Juma Al Harthi

MBA, Middle East College

Email: PG19S2039@mec.edu.com

Dr. Maria Teresa Matriano  Assistant Professor, Department of Post-Graduate Studies, Middle East College, Oman

Email: maria@mec.edu.om

 

Abstract

Purpose:- The Sultanate of Oman is one of the countries where the restaurant and fast food sectors are active. The study aims to analyze the factors affecting customers' choice of fast food. This research measures both personal and psychological elements on buying fast food in the Sultanate of Oman. This project is concerned with the internal influences of personal factors and factors that interact with the individual consumer.

 

Design / methodology / approach:- The research has attempted to sample 486 customers of the restaurant from its various branches and used survey questionnaire and online interviews for data collection. Interviews were facilitated with group of customers in the restaurant branches in the Governorate of Muscat.

Findings:- The study concluded that the most critical factor in choosing a burger for the consumer is that it is a means for family and friends' participation by 44%. In comparison, 43% of the participants considered that the preparation speed is one of the main factors in choosing burger meals. The study also indicated that the product's price is one of the least influencing factors for selecting the product. Moreover, the study has also concluded that fast food consumption is based on community participation and accessibility rather than direct personal choices.

 

Research limitation / Implications:-  The study indicated that product's price is the least influencing factors for selecting the product and concluded that fast food consumption is based on community participation and accessibility rather than direct personal choices.

 

Originality / value:-  There are no previous studies conducted on internal influences on consumer behavior. The study places psychological factors, which represent convictions and beliefs, at the forefront of the factors affecting the consumer's buying decision.

References

Achenbaum, M. (2014) Measuring customer satisfaction in the fast food industry: a cross‐ national approach, International Research Journal of Business and Management [online] available from < https://www.emerald.com/insight/content/doi/10.1108/08876040410548294/full/html#lo ginreload >[August 13 2020]

Allied, O. (2019) Exploring Ealthy Menu Choices at a Fast Food Restaurant, World Journal of

Social Sciences [online] available from https://www.emerald.com/insight/content/doi/10.1108/08876040410548294/full/html [August 12 2020]

Amones, S. (2013) Youth Consumers and the Fast-food Market, International Journal of Recent Innovations in Academic Research, [online] available from <https://books.google.com/books?hl=ar&lr=&id=QpxGDwAAQBAJ&oi=fnd&pg=PT11 &dq=%22consumer+behavior%22+fast+food+marketing&ots=uoFQnRaydO&sig=Rhkq 0XfOuJ6v4Z73SSjdjuSVG9c>[August 2 2020]

Armstrong, K. (2015) Exploring Why do consumers use Facebook brand page Food Industry in Dhaka City International Journal of Recent Innovations in Academic Research. [online] Available from < https://journals.sagepub.com/doi/abs/10.1177/002224298104500304>August 12 2020]

Atkins, S. (2015) Extreme Makeover: Short- and Long-Term Effects of a Remodeled Servicescape. Journal of Hospital Marketing & Public Relations. [online] Available from http://www.allanwilsoncentre.ac.nz/massey/fms/Student%20services/Student%20Learnin g%20Development%20Service/Documents/Albany/Postgrad%20Academic%20Writing/p g-writing-workshops/postgraduate-workshop-notes-using-acknowledging-sources.pdf [August 22 2020]

Baker, G. (2013) ) Scale Development: Theory and Applications, Riyadh: King Fahad National

Library [online] available from https://www.academia.edu/download/34068623/Paper7.pdf> [August 13 2020]

Berné, D. (2017) Exploring Consumers' Behaviors and Attitudes Food Industry in Dhaka City

World Journal of Social Sciences [online] available from https://pdfs.semanticscholar.org/3b70/7c221b6d3e2cf021cc181d9edc9c5a6957dd.pdf [August 13 2020]

Boulding, Z. (2013) Efficient or enjoyable? Consumer values of eating-out and fast food

restaurant consumption in Korea, International Journal of Hospitality Management [online] available from <https://www.sciencedirect.com/science/article/abs/pii/S027843190300077X [October 13 2020]

Brose, P. (2012) Service quality, customer satisfaction, and behavioral intentions in fast‐

food restaurants, International Journal of Quality and Service Sciences [online] available from<https://www.emerald.com/insight/content/doi/10.1108/17566690910945886/full/html?journalCode=ijqsshtml >[August 14 2020]

Bsmen, T. (2015) Factors that Influence the Consumption of Food outside the Home in

Brazil, East West Journal of Business and Social Studies, [online] available from

< https://library.wur.nl/WebQuery/wurpubs/fulltext/217889> [October 5 2020]

Burgan, S. (2016) The birth of consumer behavior: motivation research in the 1940s and 1950s,

Journal of Marketing, [online] available from < https://d1wqtxts1xzle7.cloudfront.net/40520670/ijsrp-p26116-2.pdf?1448929976=&response-content-disposition=inline%3B+filename%3DConsumer_Preference_and_Spending_Pattern.pdf&Expires=1609598520&Signature=WDSq4foS4m7rwa3Oi-ZBSvHYe92jYy-wCbyRkuBMa5MG6X-7wKN20> [August 5 2020]

Carmona, D. (2013) Factors Affecting Consumers Preferences on Fast Food Items In

Bangladesh, Statistical Year Book, [online] available from < https://www.sciencedirect.com/science/article/pii/S0956713513001448> [August 6 2020]

Choi, K. (2018) Factors Influencing Customer Loyalty towards Fast Food Restaurants, Managing

Service Quality, [online] available from <https://spssi.onlinelibrary.wiley.com/doi/abs/10.1111/j.1751-2409.2009.01015.x>[October 6 2020]

Deloitte, L. (2015) Efficient or enjoyable? Consumer Values of Eating-out and Fast Food

Restaurant Consumption in Korea, [online] available from

< https://www.academia.edu/download/34068623/Paper7.pdf> [October 7 2020]

Endos, S. (2017) GDP Swells, Per Capita Income Crosses, Journal of food services, [online] available from

< https://spssi.onlinelibrary.wiley.com/doi/abs/10.1111/j.1751-2409.2009.01015.x>[August 8 2020]

FICCI, S. (2018) Consumer Behavior, Financial Express, [online] available from

<https://books.google.com/books?hl=ar&lr=&id=m_J6TvOtZIUC&oi=fnd&pg=PP2&dq=%22consumer+behavior%22+fast+food+marketing&ots=-BsBBGWff2&sig=HYNeFEaZUUni5BD3W_-vwmcuh7g>[October 8 2020]

Garber, H. (2013) Consumer Behavior in the Context of Fast, Journal of Marketing, [online]

available from <https://www.emerald.com/insight/content/doi/10.1108/02656711011035129/full/html?fullSc=1&mbSc=1>[August 9 2020]

Glazer, H. (2019 The Paradox of Subjective Well-being and Tertiary Education, The Icfai

University Journal of Services Marketing, [online] available from

< https://academic.oup.com/jcr/article-abstract/2/3/157/1785168>[October 11 2020]

González, Y. (2011) Fast food Nation: The Dark Side of the All-American Meal, Sage, [online]

available from <https://www.emerald.com/insight/content/doi/10.1108/02656711011035129/full/html?fullSc=1&mbSc=1>[August 11 2020]

Grunert, G. (2011) Association between Neighborhood Need and Spatial Access to Fast Food.

International Journal of Health Geography, 20: 47 – 60. Tabassum, Sage, [online] available from

< https://www.sciencedirect.com/science/article/pii/S1075425300000417>[October 11 2020]

Gulnazahmad, F. (2012) Energy Intake of Swedish Overweight and Obese Children is

Underestimated Using a Diet, International Journal of Consumer Studies, [online]

available from

< https://onlinelibrary.wiley.com/doi/abs/10.1207/S15327663JCP0902_4>[August 2 2020]

Haines, L. (2018) Invitation to Consumer Behavior Analysis, Theory & Society, [online]

available from< https://clutejournals.com/index.php/IBER/article/view/5628>[October 1 2020]

Ibrahim, K. (2016) Advertising and Consumer Behavior, World Journal of Social Sciences,

[online] available from

< https://www.tandfonline.com/doi/abs/10.1300/J046v11n01_06>[October 2 2020]

Islam, A. (2011) Food Labels' Impact Assessment on Consumer Purchasing Behavior in

Malaysia, East West Journal of Business and Social Studies, [online] available from

< https://www.nature.com/articles/0801429> [October 3 2020]

Issam, G. (2018) Romanian Consumer Behavior Regarding Traditional Foods: Contributing to

the Rebuilding of a Healthier Food Culture, East West Journal of Business and Social Studies, [online] available from

< https://www.healthaffairs.org/doi/abs/10.1377/hlthaff.2011.0224> [October 5 2020]

Jacobi, D. (2014) Consumer choice: Linking consumer intAnalysis of Rural and Urban

Consumer Behavior Toward New Food Products Using a Food-Related Lifestyle, Journal of marketing, [online] available from

< https://journals.sagepub.com/doi/abs/10.1509/jppm.26.2.221>[October 6 2020]

Jones, N. (2013) Consumer Motivations and Buying Behavior: The Case of the Local Food

System Movement, The Journal of Applied Business Research, [online] available from

<http://www.academia.edu/download/38693213/Consumer_Behavior__IJAME.pdf>[October 4 2020]

Kamin, G, (2016) Strategy Development for a Food Company Based on Patterns of Consumer

Behavior, International Journal of Bank Marketing, [online] available from

<http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.735.8502&rep=rep1&type=pdf>[October 7 2020]

Kara, S. (2018) Ethical Judgment of Food Fraud. Effects on Consumer Behavior, Hospitality

Management, [online] available from

< https://www.ijriar.com/docs/volume2/issue6/IJRIAR-13.pdf>[October 8 2020]

Kent, G. (2019) Understanding Local Food Consumers: Theory of Planned Behavior and

Segmentation Approach, University of New South Wales, [online] available from

<https://pdfs.semanticscholar.org/00ed/ed01c0615ab55e7f78a4a839fdb3b5ee74ee.pdf>[October 12 2020]

Kileff, S. (2012) Helping You to Waste Less? Consumer Acceptance of Food Marketing Offers

Targeted to Food-Related Lifestyle Segments of Consumers, New York: Houghton Mifflin, [online] available from

< https://www.tandfonline.com/doi/abs/10.1080/10686967.2008.11918065>[October 14 2020]

Kmaan, G. (2018) Consumer preferences when purchasing genetically engineered foods, New

York: Houghton Mifflin, [online] available from

< https://www.sciencedirect.com/science/article/pii/S0969698913001306>[October 14 2020]

Kotler, T. (2014) Consumer behavior and the anticipation of a total stockout for a food product:

proposing and validating a theoretical model, International Journal of Health, [online] available from

< https://www.sciencedirect.com/science/article/pii/S0749379710006124>[October 14 2020]

Kurtz, O. (2018) Food Consumer Information Behavior: Need Arousal, Seeking behavior, and

Information Use, World Review of Business, [online] available from

< https://www.sciencedirect.com/science/article/pii/S0969698916302430>[October 24 2020]

Leininger, J. (2018) Food Consumer Information Behavior: Need Arousal, Seeking Behavior,

and Information Use, Journal of Nutrition,, [online] available from

< https://www.sciencedirect.com/science/article/pii/S0956713513001448>[October 24 2020]

Logue, H. (2015) Food risk management quality: Consumer evaluations of past and emerging

food safety incidents, Journal of Nutrition, [online] available from < https://www.academia.edu/download/6323839/using__acknowledging_sources__student_notes_.pdf>[October 24 2020]

Lopez. J, (2018) Consumers' Preferences and Attitudes Toward Local Food Products, The

Business Journals, [online] available from

< https://journals.sagepub.com/doi/full/10.1177/002224297704100215>[October 24 2020]

Mamdo, K. (2011) The role of consumer magazines in communicating innovations in food

choices, Boston Business , [online] available from

< https://link.springer.com/chapter/10.1007/978-1-4615-6273-3_8>[October 14 2020]

Mooij, A. (2013) Factor influencing Muslim and non-Muslim consumers' consumption behavior,

Boston Business , [online] available from

< https://academic.oup.com/jcr/article-abstract/2/3/157/1785168>[October 14 2020]

Moudon, D. (2016) Consumer Attitudes Toward and Preferences for Food Standards of Identity,

The Central Valley's Business, [online] available from

< https://academic.oup.com/jcr/article-abstract/2/3/157/1785168>[October 14 2020]

Nagaraja, A. (2014) The Influence of Light on Consumer Behavior at the Food Market, Business

Journal Daily, [online] available from

< https://academic.oup.com/jcr/article-abstract/2/3/157/1785168>[October 2 2020]

Naifo, O. (2010) The Dynamics of Chinese Consumers: A Case of Shanghai Food Consumption,

Indianapolis Business Journal , [online] available from

<https://books.google.com/books?hl=ar&lr=&id=NnNsBgAAQBAJ&oi=fnd&pg=PP1&dq=%22consumer+behavior%22+fast+food+marketing&ots=d4FxYyV-hD&sig=6KcbmWTrH9ba-CYIBxnZ4STPdII>[October 3 2020]

Neasg, J. (2018) Consumer perceptions of the effectiveness of food risk management practices,

Indianapolis Business Journal, [online] available from

< https://www.annualreviews.org/doi/abs/10.1146/annurev.publhealth.031308.100304> [October 5 2020]

Nezakati, M. (2011) Determinants of Consumer Behavioral Intention Toward Social Farm Food,

Los Angeles Business Journal, [online] available from

<https://www.emerald.com/insight/content/doi/10.1108/09604521211230987/full/html>[October 6 2020]

O'Doneell, M. (2015) Determinant of Consumer Behavioral Intentin Toward Social Farm Food,

Grand Rapids Business Journal, [online] available from

< https://www.sciencedirect.com/science/article/pii/S2352250X15300014>[October 7 2020]

Paul, S. (2013) Innovations in food choices, Ivey Business Journal, [online] available from

< https://www.tandfonline.com/doi/abs/10.1080/10454446.2018.1472693>[October 8 2020]

Penney, A. (2014) Innovations in food choices, Journal of Marketing, [online] available from

<https://www.emerald.com/insight/content/doi/10.1108/07363761211259223/full/html>[October 8 2020]

Robinson, S. (2012) The Effects of Nutrition Information of Fast Food Menu Items on Consumer

Evaluation Behaviors, SAGE Journals, [online] available from

<https://pdfs.semanticscholar.org/f720/edf99b9485697084cde1d9505dde8aa785c3.pdf>[October 14 2020]

Pride, F. (2019) The Usefulness of the Theory of Planned Behavior, American Marketing

Association, [online] available from

< https://www.tandfonline.com/doi/abs/10.1080/08974438.2015.1110549>[October 14 2020]

Promor, J. (2019) Food Labels' Impact Assessment on Consumer Purchasing Behavior, Gender

Entrepreneurship and Global Marketing, [online] available from

< https://onlinelibrary.wiley.com/doi/abs/10.1111/agec.12302>[October 14 2020]

Schlosser, F. (2012) Examining Variety Seeking Behavior, Strategic market, [online] available

from< http://acrwebsite.org/volumes/5676/volumes/v02/NA-02%202017.10.17.%2021:38>[October 14 2020]

Schieffer, F. (2018) Strategy Development for a Food Company Based on Patterns of Consumer

Behavior, Cogent Business & Management, [online] available from

<https://www.emerald.com/insight/content/doi/10.1108/00070701111140070/full/html>[October 14 2020]

Sereed, N. (2017) Understanding Local Food Consumers, Journal of Marketing Management,

[online] available from

< https://academicjournals.org/journal/AJBM/article-abstract/87A128321803>[October 14 2020]

Seyfang, D. (2011) Saudi Consumer Preference of Fast Food Outlets, Journal of Promotion

Management, [online] available from

< https://www.tandfonline.com/doi/abs/10.2753/MIS0742-1222250202>[October 2 2020]

Shah, P. (2018) Consumer Acceptance of a New Fast Food, Journal of Global Scholars of

Marketing Science, [online] available from

< https://www.emerald.com/insight/content/doi/10.1108/JIMA-01-2019-0010/full/html>[October 2 2020]

Snackspot, A. (2009) Consumers' trust in government institutions and their perception and

concern about safety and healthiness of fast food, Journal of Ministry Marketing & Management, [online] available from

< https://www.jstor.org/stable/1239909>[October 1 2020]

Times, P. (2016) A Composite Technique for Model and Projecting Food Consumer Behavior,

Services Marketing Quarterly, [online] available from

< https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3195500>[October 24 2020]

The Economic Times. (2017) Cross-Cultural Consumer Behavior: Use of Local Language for

Market Communication, Services Marketing Quarterly, [online] available from

< https://www.annualreviews.org/doi/full/10.1146/annurev.psych.49.1.319>[October 14 2020]

Toccas, T. (2016) Cross-Cultural Consumer Behavior: Use of Local Language for Market

Communication, Journal of Marketing Communications, [online] available from <https://books.google.com/books?hl=ar&lr=&id=hoOQWdca8Q4C&oi=fnd&pg=PA1&dq=%22consumer+behavior%22+fast+food+marketing&ots=ggKZKlMB18&sig=2xxnQiaQwfy58bE03nNEmGNxn1c>[October 14 2020]

Pieniak, G. (2015) Consumer Purchase Intentions of Organic Foods, Journal of Global Fashion

Marketing, [online] available from<https://www.emerald.com/insight/content/doi/10.1108/08876040610691257/full/html>[October 14 2020]

WHO. (2014) Consumer Purchase Intentions of Organic Foods, International Journal of

Advertising, [online] available from

< https://www.healthaffairs.org/doi/abs/10.1377/hlthaff.2011.0224>[October 14 2020]

Yassin, M. (2019) Fast Food Marketing and the African American Consumers, Journal of

Marketing Management, [online] available from

< https://www.sciencedirect.com/science/article/pii/S0022318212812441>[October 24 2020]

Yahya, M. (2018) Consumer perception of the effectiveness of food, Health Marketing Quarterly,

[online] available from <https://books.google.com/books?hl=ar&lr=&id=DOCsDwAAQBAJ&oi=fnd&pg=PA25&dq=%22consumer+behavior%22+fast+food+marketing&ots=WXg3flIOaj&sig=BiOizZLlaxmqI91vEbXvZnaa44Y>[October 29 2020]

Downloads

Published

2021-08-29

How to Cite

Matriano, M. T. (2021). Internal Influences on Consumer Behavior of Burgarooh Restaurant: A Case in the Fast Food Industry of Oman. Advances in Social Sciences Research Journal, 8(8), 345–379. https://doi.org/10.14738/assrj.88.10625