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Dining Habits and Preferences of Young Patrons of Fast Food Restaurants in Singapore and Las Vegas, 1994

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Dining Habits and Preferences of Young Patrons of Fast Food Restaurants in Singapore and Las Vegas, 1994 UNLV Retrospective Theses & Dissertations 1-1-1995 Dining habits and preferences of young patrons of fast food restaurants in Singapore and Las Vegas, 1994 Gerry Eng Seng Koh University of Nevada, Las Vegas Follow this and additional works at: https://digitalscholarship.unlv.edu/rtds Repository Citation Koh, Gerry Eng Seng, "Dining habits and preferences of young patrons of fast food restaurants in Singapore and Las Vegas, 1994" (1995). UNLV Retrospective Theses & Dissertations. 461. http://dx.doi.org/10.25669/je22-9xe3 This Thesis is protected by copyright and/or related rights. It has been brought to you by Digital Scholarship@UNLV with permission from the rights-holder(s). You are free to use this Thesis in any way that is permitted by the copyright and related rights legislation that applies to your use. For other uses you need to obtain permission from the rights-holder(s) directly, unless additional rights are indicated by a Creative Commons license in the record and/ or on the work itself. This Thesis has been accepted for inclusion in UNLV Retrospective Theses & Dissertations by an authorized administrator of Digital Scholarship@UNLV. For more information, please contact [email protected]. INFORMATION TO USERS This manuscript has been reproduced from the microfilm master. UMI films the text directly from the original or copy submitted. Thus, some thesis and dissertation copies are in typewriter face, while others may be from any type of computer printer. The quality of this reproduction is dependent upon the quality of the copy submitted. Broken or indistinct print, colored or poor quality illustrations and photographs, print bleedthrough, substandard margins, and improper alignment can adversely affect reproduction. 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Ml 48106-1346 USA 313/761-4700 800/521-0600 DINING HABITS AND PREFERENCES OF YOUNG PATRONS OF FAST FOOD RESTAURANTS IN SINGAPORE AND LAS VEGAS - 1994 by Gerry Eng Seng Koh A thesis submitted in partial fulfilment of the requirements for the degree of Master of Science in Hotel Administration William F. Harrah College of Hotel Administration University of Nevada, Las Vegas May, 1995 UMI Number: 1374890 OMI Microform 1374890 Copyright 1995, by OMI Company. All rights reserved. This microform edition is protected against unauthorized copying under Title 17, United States Code. UMI 300 North Zeeb Road Ann Arbor, MI 48103 The thesis of Gerry Eng Seng Koh for the degree of Master of Science in Hotel Administration is approved. Chairperson, Gerald E. Goll, D.B.A. Examining Commiffee Member, Robert H. Bosselman, Ph.D. Examining C6mmitn£e_Member, Jolie Gaston, J.D. Graduate Faculty Representati’ lony Saville, Ed.D. Interim Dean of me Graduate College, Cheryl L. Bowles, Ed.D. University of Nevada, Las Vegas May, 1995 ii ABSTRACT The purpose of this study was to investigate and compare the dining habits, preferences, and expectations of 1,012 young patrons of fast food restaurants in Singapore and Las Vegas. The Singapore respondents were students from a Pre­ university and SHATEC, a hospitality industry vocational institute. In Las Vegas, the respondents were from the William F. Harrah College of Hotel Administration, University of Nevada, Las Vegas (UNLV). Overall results indicated that there existed more similarities between Pre­ university and UNLV students than between Pre-university and SHATEC students. This conclusion was unexpected given differences between Pre-university and UNLV students in terms of age, marital status, country of residence, and type of educational institution. Pre-university and SHATEC students were more similar in these demographic areas. Furthermore, findings show that although Pre-university and SHATEC students share a similar cultural background, their behavior pattern with regard to fast food consumption was significantly different. Although similarities among the three sample groups occurred in frequency of patronage, their reasons for visiting fast food restaurants were not correlated. Pre­ university students cited socializing with friends as the main reason for visiting fast food restaurants. Overall, means comparison revealed that although students of both cities displayed fairly similar levels of importance in the way they perceived the four attributes categories, Pre-university students felt that food and environment attributes were more important, while SHATEC students ranked service attributes as being more important. In contrast, UNLV students felt that marketing attributes were more important than food, environment, or service. The findings of this study would hopefully shed some light on the study of fast food culture both in Singapore and the United States. Some results generated by this study would provide fast food restaurant operators with more information of their customers to assist them to better market their product in a dynamic marketplace. ACKNOWLEDGEMENT I would like to acknowledge the contributions of several people in this study. My first and foremost thanks goes to Dr. Gerald Goll, the chairperson of this committee. His advice in this study and continuing support and encouragement throughout my graduate studies have made the experience more meaningful. A special note of thanks also goes to Dr. Robert Bosselman. His continuing guidance in this study enabled me to learn more than I could otherwise. His constant words of encouragement, belief and support in me during my graduate education, have made an otherwise arduous journey more bearable. My appreciation also goes to Dr. Jolie Gaston, Dr. Anthony Saville, and Dr. Carl SteinhofF for their patience, understanding and advice in the completion of this thesis. A note of appreciation is also expressed to faculty and students of the various institutions for their participation in the survey. Most of all, I owe a debt of gratitude to Rosalyn “Fin”, my wife, for her unending love, support, and patience throughout my graduate studies. Last, but not least, this thesis is dedicated to my mother, who has always been my source of strength and encouragement and without whom, this effort would be impossible. TABLE OF CONTENTS page ABSTRACT .................................................................................................................... iii ACKNOWLEDGEMENTS......................................................................................... v TABLE OF CONTENTS............................................................................................. vi LIST OF TABLES ......................................................................................................... ix CHAPTER 1 - INTRODUCTION Introduction ......................................................................................................... 1 Purpose of this study .......................................................................................... 3 Objectives of this study.................................................................................... 4 Hypothesis........................................................................................................... 5 Limitations........................................................................................................... 5 Delimitations........................................................................................................ 6 Justifications ......................................................................................................... 6 Definitions............................................................................................................ 8 Summary of introduction ................................................................................... 9 CHAPTER 2 - LITERATURE REVIEW Introduction ......................................................................................................... 11 Growth of Westem-style restaurants overseas .............................................. 11 Cultural implications of Westem-style food ................................................... 13 Growth of the fast food industry in Singapore .............................................. 15 Fast food surveys................................................................................................ 18 Summary of literature review ........................................................................... 24 CHAPTER 3 - RESEARCH METHODOLOGY Introduction ......................................................................................................... 26 Sample size and sample..................................................................................... 26 Questionnaire design .........................................................................................
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