Food Customer Preferences Study Case: Indonesia Micro Enterprises

Abstract

The swift changing in the world has change how customer spending their money on food. The popularity of street food has change the map of culinary business. From big space with variety menu into small space with one menu only, street vendor has successfully gained customer attention. After the restaurant domination for thirty years, the street vendor has come to give customer an option to eat fried chicken. They become serious contender for the remain restaurant due to their product and business strategy. The question is how they conduct competitiveness among giant restaurant. This research objectives is to find customer preferences to buy fried chicken from street vendor. This is quantitative research using survey method. The respondent is customer who ever buy fried chicken from Sabana, KFC, and Mc Donalds. Data for this research is obtained by conducting questionnaire. The findings of this research is group of several variables that attracted customer to buy Fried Chicken on MSMEs or big restaurant, especially the variables on product and business strategy. In conclusion, there are several group of variables that become customer preferences to buy fried chicken