Saudi consumer preference of fast food outlets: The influence of restaurant attributes

The study empirically examines the attributes of fast food restaurants that influence the consumer preference of fast food outlets in Saudi Arabia. Based on the existing literature and an examination of the socio-cultural and economic environment of Saudi Arabia, two hypotheses have been developed. The hypotheses are that the fast food restaurant attributes of nutrition, price, taste, speed, delivery service, variety, seating capacity, location, novelties, friendliness, and cleanliness influence the consumer preference of fast food outlets and such an influence does not vary across age groups, genders, and income groups in Saudi Arabia. A sample of 250 fast food restaurant patrons, Saudi Arabians, was examined. The results by and large support the hypotheses.