Factors affecting purchase intentions in generation y: An empirical evidence from fast food industry in malaysia

Aiyun Xiao*, Shaohua Yang, Qaisar Iqbal

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

48 Scopus citations

Abstract

The purpose of the present study was to investigate the factors that influence the purchase intentions of Generation Y students towards the fast food industry in Nilai, Malaysia. Nowadays, purchase intentions are an important aspect of organizational long-term success in the fast food industry. In addition, purchase intentions are the critical element in competing with other competitive environments; hence, it is important for the fast food industry to pay a significant attention to this matter. The present study was conducted to identify the key determinants that impact the purchase intention of Generation Y students towards the fast food industry in Nilai, Malaysia. Employing the quantitative method in this study, a total of 313 questionnaires were distributed with the response rate of 91%. Another purpose of this study was to provide important insights to Nilai fast food restaurants in understanding the purchase intentions of customers. Therefore, the leaders and managers of Nilai local fast food restaurants can enhance customers’ experience, solve their problems, and ultimately obtain high quality business by understanding the key factors of purchase intentions in fast food industry.

Original languageEnglish
Article number4
JournalAdministrative Sciences
Volume9
Issue number1
DOIs
StatePublished - Mar 2019
Externally publishedYes

Bibliographical note

Publisher Copyright:
© 2018 by the authors. Licensee MDPI, Basel, Switzerland.

Keywords

  • Food industry
  • Generation Y
  • Malaysia
  • Price
  • Purchase intention
  • Service quality

ASJC Scopus subject areas

  • General Business, Management and Accounting

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