A look at fastfood competition in the Philippines
Authors: Liu, Chu-Mei; Chen, Kuang-Jung
Source: British Food Journal, Volume 102, Number 2, 2000 , pp. 122-133(12)
Publisher: Emerald Group Publishing Limited
Abstract: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.
Document Type: Research Article
Publication date: 2000-02-01