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

Creator(s)

• (34403009) MELISA KURNIAWATI SUTANTO

Contributor(s)

• MENNO VAN VERTOHAUZEN → Advisor 1
• LIESBETH PERDECK → Examination Committee 1

Publisher

Universitas Kristen Petra; 2007

Language

English

Category

s1 – Undergraduate Thesis

Sub Category

Skripsi/Undergraduate Thesis

Source

Final Assignment Report No. 00010107/MAN/2007; Melisa Kurniawati Sutanto (34403009)

Subject(s)

• CONSUMERS-RESEARCH
• CONSUMER BEHAVIOR

File(s)

• jiunkpe-ns-s1-2007-34403009-6371-fast_food-cover.pdf
• jiunkpe-ns-s1-2007-34403009-6371-fast_food-abstract_toc.pdf