Consumer Behavior In Fast Food Industry

13 Pages 3285 Words

from different regions of the Dhaka City. Sample size of the study is 100.


Findings
 The dominating age group of the fast food consumers is in the range of 20 to 25 years.
 Students are the main consumers of the fast food industry.
 Informational influence is very strong on consumers in choosing fast food outlets.
 Spending time with friends is the most popular event around which a consumption ritual has grown regarding fast food.
 Most of the consumers have the basic desire for the need for consistency and show need for novelty.
 Consumer’s perceptions among the fast food regions differ substantially
 Male respondents choose the White and Female respondents choose Blue as their most desired color in the fast food shop.
 Most of the consumers think that aroma is an important factor for the fast food outlets.
 Almost every one of the respondents would prefer slow background music. In the music category English song is most wanted.
 Friends were the most preferred companions of the fast food consumers.
 The consumers consider quality as the most important evaluative criterion for choosing a fast food outlet. Price and Quality are considered second and third respectively in this regard.
 Calorie/ Fat was the least considered evaluation criteria by the respondents. From this it can be concluded that consumers of fast food are less heath conscious.
 Most of the consumers would prefer home service of fast foods.
 The most popular beverage that the consumers would like to have with fast food is soft drinks.
 Consumers identified inadequate sitting arrangement, crowding, mismatch between price and quality of fast food are some of the present problems of the fast food industry.
 Suggestions in this regard by the consumers are - increase the space of the shops, price reduction and quality improve...