Identifying and Classifying the Factors Affecting Fast Food Store Selection Using Factor Analysis Method

This study aimed to identify and classify the features of fast food restaurants. In addition, it was conducted to segment customers based on each of the identified categories. Statistical population consists of all the customers of fast food restaurants in Shiraz city among which 384 individuals were selected based upon their availability. The face and content validity of the questionnaire (the data collection instrument in this study) were approved and its reliability is confirmed using Cronbach's alpha (91%) and split half (85%) methods. The findings showed that 31 final features of fast food restaurants can be divided into 9 categories using factor analysis. The most important factor (we labeled it health and hygiene) includes some features such as sanitation of the employees in the restaurant, clean environment, courtesy and respect of the fast food staff, the safety of fast food products and the taste of fast food products.