Perception of and attitude to fast food restaurants : a comparative study of male and female consumers

Abstract EN

Fast-food restaurants are preferred by both male and female consumers for different reasons.

Therefore this research aims to compare the perceptions and attitudes of males and females about fast-food restaurants in greater Cairo.

A self-administered survey questionnaire was used to collect data; 300 participants of llyrs old or above (150 females and 150 males) were asked to complete the questionnaires.

The findings revealed that males regard the superiority of the menu as follows: menu variety, innovative food, fresh ingredients, appropriate temperature, pleasing appearance and flavor of meals but the size of portion is of no importance.

On the other hand females considered that size of portion and freshness of food ingredients as good; menu variety, meals flavor and pleasing appearance as average; innovative food as poor, and appropriateness of the temperature as very poor.