Advertisement effectiveness and choice of fast food restaurant: an exploratory study of Malay Muslim consumers

Haque, Ahasanul and Sayyed Ahmad, Mohd. Ismail (2012) Advertisement effectiveness and choice of fast food restaurant: an exploratory study of Malay Muslim consumers. Research Report. s.n, Kuala Lumpur. (Unpublished)

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Abstract

The purpose of this paper is to explore customer’s views on fast food restaurants advertising. Data were collected by using convenient sampling method from Klang Valley area, Malaysia. 350 questionnaires were distributed and recorded with a response rate of 85 per cent. The result of the research shows that Malay Muslim customers are more attracted by internet advertisement followed by commercial advertising; print advertisement; likeability towards advertisements; entertainments in advertisements, made less of a contribution. The findings suggested some significant of implications which will help advertisers to create better fast food restaurant advertisements. For example, managers can change their slogans based on current situations which will help them to prepare on create suitable advertising for customers.

Item Type:	Monograph (Research Report)
Additional Information:	5056/33603
Uncontrolled Keywords:	Print media, production, commercial advertising, internet advertising, likeability, entertainment
Subjects:	H Social Sciences > HB Economic Theory > HB801 Consumption. Demand
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button):	Kulliyyah of Economics and Management Sciences
Depositing User:	Sr. Norsyaziela Zulkefli
Date Deposited:	23 Dec 2014 15:24
Last Modified:	23 Dec 2014 15:24
URI:	http://irep.iium.edu.my/id/eprint/33603

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