Characteristics of Fast Food Consumers in Manado City (Case Study of Restaurantsfast Food “X” Megamas Area Manado)

Abstract

One of the businesses that is very influential in changing the instantaneous culture of society is a fast food restaurant or fast food restaurant.The lifestyle of urban people who tend to be instantaneous also makes fast food a major necessity.Changes in the consumption patterns of various people have led to the concept of practical food preparation, time efficiency, taste and affordable prices, even though fast food has an adverse impact on health. Today's fast food business is one of the service industries that is growing rapidly and is increasingly popular with the public, especially those living in urban areas including the city of Manado. The development of the City of Manado as an ecotourism city has encouraged marketers engaged in the fast food restaurant business to invest in opening the business. One of the fast food restaurants in Manado City, namely Fast Food restaurant "X". This "X" fast food restaurant has been widely spread in the Manado City area, including in the Manado Megamas area which isan area that grows as a business environment for a thousand entrepreneurs. Choosing the right business location is one of the marketing strategies carried out by marketers. Fast food restaurant business with similar products is growing rapidly in Manado City. The high competition from the fast food restaurant business encourages producers/marketers to understand consumer characteristics.This study aims to determine and describe the characteristics of fast food restaurant consumers "X" Megamas Manado area in Manado City. This research uses descriptive analysis method. The results showed that the characteristics of consumers who carry out purchasing activities based on gender were dominated by women with a total of 58 people (58%), based on age groups dominated by the age group 20-60 years (adults) 61 people (61%), based on the last level of education dominated by consumers with the last education level SMA/equivalent 45 people (45%), and based on work it was dominated by consumers with jobs as students 59 people (59%).