The Research On The Townsman’s Fast Food Consuming Behavior In Mult-cultural Region

With the economic high-speed development and accelerated livelihood rhythm, saving time on repast is hoped, so fast food occupies a very important place in people live. However, fast food enterprises in china develop slowly. In total, fast food enterprises in western style,such as KFC、DICOS whose sales are the best which is well known. Face the biggest fast food development opportunities and challenges, how to Chinese style and Muslim type fast food enterprise develop? Gradually it becomes the focus of attention of the local academic circles. Accelerated life rhythm and traditional socialization of housework, give the historic opportunities to the development, on the one hand, the fast development, competition is intense, and put industry management forward higher requirement; On the other hand, the time that clear pattern from the traditional restaurant industry differentiation out is short, and he mode of operation uses the management method of following the traditional catering industry.At present, the research is not mature enough and deep enough, some literature is about the macroscopic study, and the research about consumer behavior to fast food is very little. According to the behavior of the fast food consumption in the multicultural city residents, firstly this paper analysis and look back on consumers’ behavior of theory, to build fast food consumer behavior model, and puts forward the suppose.Secondly, establish the dimension of the affecting factors to design the questionnaire, issue questionnaires; Thirdly, analysis the sample data which is collected and uses the sample data statistics software for reliability testing and validity of inspection and analysis, finally, the main factors influence multicultural area fast food consumer behavior are environment and family meal of life cycle of fast food, the influence of age, in view of the above factors in Chinese style and Muslim type fast food enterprises, there are the marketing management deficiencies, this paper puts forward the corresponding solutions, in order to have a multicultural area of fast food enterprise’s contribution with poor power to the development.This paper selects research model in Xinjiang Urumqi which many ethnic communities is very typical...