Management & Marketing - authors Pavol KITA

The main factors on Slovakian consumer’s behavior regarding fast food nutrition

Pavol KITA,
University of Economics in Bratislava, Slovakia

Jamal HASAN,
University of Economics in Bratislava, Slovakia

Abstract. The purpose of this paper is to research the consumer‘s behavior pattern regarding fast food nutrition in Slovakia. Sensory marketing is marketing that engages the consumer’s senses and affects their behavior. It is a very powerful tool and if it’ is used correctly one can create a very strong impression that appeals to consumer’s senses and emotions. Sensory marketing extends its field of application on marketing and obtaining what-once upon a time more important meaning on decision-making for the consumer’s purchase procedure. This contribution deals with the research on how fast food consumer’s in Slovakia are influenced by sensory factors of products, such as great tasting meal, touch, smell, look, price, preferences and consumption of fast foods. 852 consumer’s respondents were examined to carry out this research on Slovakian consumers behavior when choosing their fast food nutrition.

Keyword: consumer, fast food nutrition, multi-correspondence analysis, sensory marketing, Slovakia.

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