Abstract

These research study The purpose is to explore the
perception the market position of the consumer with the fast-food restaurant. And to determine the factors used to
determine the perception the market position of a fast-food restaurant. Uttaradit The research combines quantitative
research. The qualitative By using two types of questionnaires
and interviews. Target group Groups at fast food restaurants. In the city Uttaradit 385 people and entrepreneurs
at the fast food restaurant. Uttaradit
number three establishments.

The study found that Education, awareness, market position
of the consumer with the fast-food restaurant found. Respondents to focus on perceived
market position with restaurants, fast food varies by store, KFC and the Pizza
respondents agreed with most of the issues. there are a variety of channels Most of Dunkin Donuts respondents
agreed with most of the issues the restaurant menu is perfect for a snack.

Analysis determines the marketing
factors used to determine the perception the market position of a fast-food restaurant. Uttaradit The operator has highlighted the
perception of consumers to the quality of the food hygiene standards over. Restaurant General Motivate consumers to perceive it. People who eat fast food. It is a new epicurean can eat in
family groups, friends, students, working people or for an appointment. It came in the form of decoration is
unique, easily recognizable effort to build awareness of its clients in the
universal. Focus on quality, service and cleanliness are important. It has a quality control officer of
the parent company to check each store branches. The evaluation of every month
and are based on the standard of customer satisfaction (Customer Satisfaction
Guide) is important.