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Ku Mohon

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Submitted By mama88
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People's acceptance is getting high towards fast food due to the changes in their lifestyle where people are getting busy and have limited time at home. Moreover, the hectic lifestyle in the modern world result in increasing number of people chooses fast food as their regular dining choice. Atkins and Bowler (2001) show that a busy lifestyle and working families with children cause the main reason of people choose to eat fast food rather than cook at home. Time constraints are a key factor in consumption of fast food due to busy lifestyle, longer working hours, working family and career women (Farzana, 2011). So, they are preferred to consume fast food because it is instantly prepared and ready to eat in a limited time. This will give a good chance to the fast food merchants to expand their businesses.
Regarding to the variety of expectations and perceptions from customers, Western fast food chains should be aware and adaptive to local needs (Lee & Ulgado, 1997). According to Sadi, 1997 and Cateora & Graham, 2002, fast food companies have to make typical changes in their methods of conducting business when expanding internationally. However, they still firm in extending domestic franchise strategies to foreign markets.

Sadi (1997) stated that foreign-market modifications are made in terms of expansion strategies, franchise objectives, marketing mix, control systems, and support services. In his study, it was found that successful fast food companies do not replicate their domestic franchise formula in a foreign market. There are a number of business and practical issues which they consider important when deciding how much of their domestic formula they should alter so as to adjust to the characteristics of foreign markets. Factors that need to be considered in plans are domestic market saturation, the pressure of competition, and the opportunities

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