Research of Consumer Choice in the Catering Market in the Fast Food Segment

The research is about the features of consumer choice in the catering market in the fast food segment. The fast food segment continues to grow despite the high level of competition in the catering market. The theoretical basis of research methodology may be explained through the works of foreign and Russian authors related to the study of consumer behavior, neuromarketing, marketing communications, brand strength. Two researches were conducted to confirm the hypotheses: observation and Internet survey. As a result of the observation, it was concluded that the international fast food brands are more popular among consumers in Russia than local ones. Next, an Internet survey was conducted on buyers of five large fast food franchises (McDonalds, KFC, Burger King, Teremok and Kroshka Kortoshka) to assess the factors that affect the consumer choice of fast food establishments. According to the results of the Internet survey, the features of consumer choice were revealed, as well as conclusions about the key factors influencing the consumer's purchase decision. Conclusions from the study allowed to formulate a list of recommendations for fast food restaurants to improve the promotion of their own products and attract new customers.