Customer perception : Burger King; an insight into the fast‐food industry in Malta : the perception of Maltese people, aged 18‐24, of Burger King with relation to other main fast food franchises found in Malta

Abstract

The main purpose of this research is to get to know more about customers with relation to perception of the fast food industry. The main objective for this study was to have a better idea on how people in Malta, aged 18‐24, perceive Burger King with relation to other main fast food franchises found in the Malta. The study will include both secondary and primary sources of information. Articles, journals and websites will be the main sources that make up the secondary data gathered. These aim to provide the reader with a better understanding of perception and how people perceive Burger King in different countries. Primary data collection was undertaken through means of online questionnaires. A lot of effort and commitment was put to this study so that it will be as reliable and true as possible. The time element was a problem, as if given more time, a larger sample could have been chosen. In Chapter 4 the analysis of data collected is presented. The author also provides a number of recommendations on the basis of the results with the purpose of assisting the fast food franchise to improve their perception in the eyes of customers.