Abstract
In recent years, with the development of big data, precision marketing has helped companies improve customer loyalty and increase revenue through the analysis of consumer behavior and preferences. The main purpose of this research is to find the main effectiveness factors on customer groups--college students of fast service restaurants in the United States and offer recommendations based on the analysis for how the business should proceed with its marketing efforts. This paper further develops the Logit model by adding variable data of different dimensions to the model. Grabbed high-frequency words and equation modelling were performed using R studio and linear regression. Findings revealed that college students are the largest proportion of consumers in the quick service restaurants paper investigated. It helps avoid the extensive meaningless promotion of quick service restaurants which gives the restaurants clear direction of strategy improvement.
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