A Study On The Consumer Behavioural Intention Among Customers Of McDonalds And Kentucky Fried Chicken(A Study On The Fast Food Industry Of Nilai)

Cheng, Yap Tiong (2003) A Study On The Consumer Behavioural Intention Among Customers Of McDonalds And Kentucky Fried Chicken(A Study On The Fast Food Industry Of Nilai). Masters thesis, Multimedia University.

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Abstract

This study looks at the factors influencing consumer behavioural intention among customers of McDonalds and kentucky Fried Chicken in Nilai. This is done based on Lee's modified Fishbein model, which incorporates two salient Confucian concepts - face savi

Item Type: Thesis (Masters)
Subjects: L Education > LB Theory and practice of education > LB2361 Curriculum
Divisions: Faculty of Management (FOM)
Depositing User: Ms Suzilawati Abu Samah
Date Deposited: 29 Jun 2010 06:34
Last Modified: 29 Jun 2010 06:34
URI: http://shdl.mmu.edu.my/id/eprint/657

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