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The Formula of a new Indonesian fast food restaurant in the Netherlands

Sutanto, Melisa Kurniawati (2007) The Formula of a new Indonesian fast food restaurant in the Netherlands. Bachelor thesis, Petra Christian University.

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Abstract

The research presented in this dissertation paper is a study on the opportunity of opening a new Indonesian fast food restaurant in the Netherlands and the consumer behavior related to this industry. Moreover, the result of the research is intended to help any investor to make essentials decisions for the new business so that it will be able to survive and succeed in the marketplace. The research was conducted by doing primary and secondary research, where the primary data was collected through focus group interview. These methods were carried out with a focus on three factors influencing buying behavior which represent three different groups of factors: culture represent environmental group, lifestyle represent person-related group, and product attributes represent properties of the food. The data gathered were organized and analyzed which at the end a 4Ps retail mix was concluded as the formula of a new Indonesian fast food restaurant in Indonesia

Item Type: Thesis (Bachelor)
Uncontrolled Keywords: indonesian food, fast food, consumer behavior, food consumption, 4ps marketing mix, culture, lifestyle, product attributes
Subjects: UNSPECIFIED
Divisions: UNSPECIFIED
Depositing User: Admin
Date Deposited: 23 Mar 2011 18:48
Last Modified: 29 Mar 2011 13:50
URI: http://repository.petra.ac.id/id/eprint/10671

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