A look at fastfood competition in the Philippines

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The study tried to develop a product-market structure of the fast-food restaurants in the Philippines. Using the concept of hierarchical clustering based on substitution-in-use, the influence of three categories of situational influence were used to modify the original choice-market mix relationship at every clustering stage. Changes in the importance of the individual components of the product-service mix served as the basis of the link-up among competing fast-food restaurants.

Keywords: Fast-Food Restaurants; Product Mix

Document Type: Research Article

DOI: http://dx.doi.org/10.1108/00070700010313594

Publication date: February 1, 2000

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