The Effect of Advantages and Incentives on children's Demand for Fast Food Restaurants in Alexandria (A comparative study between international and local chains)

Document Type : Original Article

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Faculty of Tourism and Hotels, Fayoum University

Abstract

This study aims at measuring the effect of incentives and advantages on children's loyalty to fast food restaurants. Primary data has been collected from a random sample of children parents inside fast food restaurants through questionnaires. The results revealed that some of the international and local chain such as : Moomen , Pizza Queen and Pizza Hut don't offer advantages or motives to attract children, while other restaurants such MacDonald's act positively towards motivating the children. Such motivations include cartoon characters, gifts and conducting parties in schools as propaganda to attract children to fast food .The major problem is that fast food contains high calories and at the same time lacks nutritional elements and this causes a lot of health troubles. So, the study recommended encouraging the children to eat healthy food and stay away of eating fast food. It also advises parents to gain more nutritional awareness to protect their children from diseases of malnutrition and recommends fast food restaurants to contribute to producing healthy items for children.

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