This research is based on finding consumer preferences for multinational fast food companies on the bases of various factors that we have covered in our questionnaire. These factors are key players and main jest of this research. We are also trying to find out cultural and social influences on consumer tastes and preferences. The research is limited to multinational fast food companies outlets within Karachi.

About the Author

Rukhsar Ahmed, PhD is currently the Professor and Dean, Faculty of Business Administration in Preston University, Karachi-Pakistan, In addition to academic position he is also the CEO of UMA Foundation where is heading Institute of Islamic Banking & Takaful. He is also the Editor- in-chief for Research Journals.

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