Which way for the stable consumption of mcdonald's fast food products in the Vietnamese food market?

Abstract

McDonald's, a global giant in the fast food industry, has expanded its operation to numerous countries worldwide and gained millions of consumers every day. With the ambition to capture the Vietnamese culinary market, in 2014, McDonald's opened its first store and received a response from young people. However, after a long joining time, this brand did not achieve the expected profits, even when faced with failure. In this research article, the authors focus on exploring the nation's leading fast food provider, McDonald's, about the business's potential and challenges in developing the mentioned product in the multi-cuisine market of Vietnam. The research uses the data collection method through a questionnaire on factors affecting the decision to consume McDonald's fast food products among students in Ho Chi Minh City (N=207). After that, data analysis will be a technique for the reliability testing of the scale, exploratory factor analysis (EFA), Pearson correlation analysis, and MLR linear regression model. The study found that factors such as Price Perception (PRI), Promotions (PRO), and Brand Image (BI) affect students' consumption behavior. Therefore, based on the analysis of factors affecting the stable consumption of fast food products businesses, the study proposes strategic orientations for McDonald's to improve and enhance the advertising performance of the brand.