A survey of segmentation, attitude, and satisfaction of fastfood patrons in Taipei, Taiwan, R.O.C.



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Texas Tech University


The purpose of this study is to investigate the segmentation, attitudes and satisfaction of American-style fast-food patrons in Taipei, Taiwan, ROC. The study also examines the relationship between different age groups and buying characteristics (staying time, usage level, attitudes, and money spent in the fast-food restaurants). Results of the study show several characteristics of fast-food patrons. They are generally single, high-school age students with an annual income level of approximately US$1,200. They tend to stay at fast-food restaurants for 31-45 minutes, spending $1.75-$3.50 per visit. There are also indications to some probable differences between different age groups and selecting attitudes, usage level, staying time, and spending money. Generally, there is no significant difference between usage level and spending money.