Prioritization Of The Factors Affecting The Preference Of Fast Food Restaurants With Ahs Method

Comparisons towards the effectiveness of marketing activities of businesses have not taken much place in marketing literature due to the lack of appropriate methodological means to assist the benchmarking process. Besides, studies evaluating the performance of food and beverage companies are occasional. This study aims to contribute to both points and prioritizes the factors that are effective in customers' purchasing. For this purpose, human behaviors have been analyzed based upon multiple criteria such as price, customer service, environment, cleanliness, service speed, location, which are stated to be effective in the selection of fast food restaurants in the literature. Analytical Hierarchy Process (AHP) method was used as analysis method. AHP is useful in prioritizing criteria comparatively and identifying the best performing units under multiple criteria circumstances. Four fast food restaurant brands were included in the study and were evaluated over six criteria. Survey method was used for data collection. The surveys were applied to the university students studying at Bey？ehir Ali Akkanat campus by selecting with simple random method