Oregon: Journal of International Management Studies
Abstract:
This study of late 2009 analyzes fast food buying behavior in Metro Manila and compares and contrasts the marketing's four P's of twelve fast food franchises. Fast food franchises dominate the food and beverage industry, and there are currently thirty-two thousand fast food restaurants in Metro Manila. The most commonly used promotion tools of these restaurants are window dressing, free delivery, and radio, TV, and flyer advertisings. The success of Manila's fast food industry lies in its standard processes, limited menus, enhancement of values, speed, swift services, and distribution right. Fast food industry has successfully changed most people's daily habits in many big cities. Nevertheless, fast food franchises are reluctant to develop in suburban areas. Regarding this, there is still plenty of room for fast food industry to expand in the Philippines.
Relation:
The Journal of Global Business Management 6(1), pp.29-40
