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Exploring Consumers’ Orientation Toward Fast Food Consumption in Greece

In: Advances in Cross-Section Data Methods in Applied Economic Research

Author

Listed:
  • Spyridon Mamalis

    (International Hellenic University, Kavala Campus)

  • Ifigeneia Mylona

    (International Hellenic University, Kavala Campus)

  • Irene (Eirini) Kamenidou

    (International Hellenic University, Kavala Campus)

  • Stavros Pavlidis

    (International Hellenic University, Kavala Campus)

Abstract

This research explores the various factors that affect customers’ choice of fast food consumption in the era of economic crisis by conducting field research in the wider Thessaloniki area of Greece. The sample consisted of 236 participants, of which, 195 were fast food customers. Data was collected with a questionnaire and selected via the mall intercept personal interview technique. Respondents reported that easy and quick solution, saturation with tasty food at low cost, and variety of food are the most critical factors for their choice. Factor analysis decreased the 19 variables to three dimensions used for customer segmentation, producing three clusters, i.e., the out of necessity, the fast food lovers, and the rational customers.

Suggested Citation

  • Spyridon Mamalis & Ifigeneia Mylona & Irene (Eirini) Kamenidou & Stavros Pavlidis, 2020. "Exploring Consumers’ Orientation Toward Fast Food Consumption in Greece," Springer Proceedings in Business and Economics, in: Nicholas Tsounis & Aspasia Vlachvei (ed.), Advances in Cross-Section Data Methods in Applied Economic Research, chapter 0, pages 373-383, Springer.
    • Handle: RePEc:spr:prbchp:978-3-030-38253-7_23
    DOI: 10.1007/978-3-030-38253-7_23
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