Competition among fast food restaurants has intensified during the last ten years. How could an existing restaurant survive in such a competitive environment? We conducted a survey of college students' preferences over a variety of different types of lunch food. The results are analyzed to reveal some interesting points about choices of foods made by a certain group of students. Understanding what customers want is fundamentally important in order for a restaurant to implement their marketing strategies.
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Rumore et al. (1999) studied this question.
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