Factors affecting consumers preferences on fast food items in Bangladesh

This article was published in Journal of Applied Business Research (JABR) [© 2010 Journal of Applied Business Research (JABR)] and the definite version is available at : http://cluteinstitute.com/ojs/index.php/JABR/article/view/313/303 The article website is at: http://www.cluteinstitute.com/journal...

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Autors principals:	Ullah, G. M. Shafayet, Islam, Nazrul
Format:	Article
Idioma:	English
Publicat:	Journal of Applied Business Research (JABR) 2016
Matèries:	Fast food preferences Brand reputation Similarity in taste Cost and quality Nearness and accessibility
Accés en línia:	http://hdl.handle.net/10361/6309

id	10361-6309
record_format	dspace
spelling	10361-63092019-09-30T03:05:00Z Factors affecting consumers preferences on fast food items in Bangladesh Ullah, G. M. Shafayet Islam, Nazrul Fast food preferences Brand reputation Similarity in taste Cost and quality Nearness and accessibility This article was published in Journal of Applied Business Research (JABR) [© 2010 Journal of Applied Business Research (JABR)] and the definite version is available at : http://cluteinstitute.com/ojs/index.php/JABR/article/view/313/303 The article website is at: http://www.cluteinstitute.com/journals/journal-of-applied-business-research-jabr/ DOI: http://dx.doi.org/10.19030/jabr.v26i4.313 Fast food industry is a high growing sector of Bangladesh. It is concerned with the tastes and habits of the people. The food-taking habit especially in fast food segment has been changing very fast over last decade among the people of Dhaka - the capital city of Bangladesh. The reasons could be attributed by the increase of awareness, growth of education, development of information technology, and expansion of television channels and print media in Bangladesh. Hence, this paper aims at identifying the preference factors of fast food consumers living in Dhaka city. This study was conducted among the university students who usually eat fast food at their leisure time. To conduct the study, a total of 250 respondents were interviewed with a structured questionnaire. Both descriptive and inferential statistics were used in analyzing the data. Multivariate analysis technique like factor analysis was performed to identify the preference factors of the fast food student-consumers of Bangladesh. Multiple regressions were run to identify the relationship between the factors identified and the overall preference of the consumers. Results show that the consumers give most importance on brand reputation of the food item followed by nearness to receive and accessibility, similarity of taste with previous experience, cost and quality of the food, discount and taste, cleanliness and hygiene, salesmanship and decoration, fat and cholesterol level, and self-service factors. This study suggests that the brand reputation, nearness and accessibility, similarity in taste, and cost and quality relationship should be emphasized to improve the attraction of the university students towards the fast food items in Bangladesh. Published 2016-09-05T08:09:30Z 2016-09-05T08:09:30Z 2010-08 Article Islam, N., & Ullah, G. (2010). Factors Affecting Consumers Preferences On Fast Food Items In Bangladesh. Journal of Applied Business Research (JABR), 26(4). 2157-8834 http://hdl.handle.net/10361/6309 en http://dx.doi.org/10.19030/jabr.v26i4.313 application/pdf Journal of Applied Business Research (JABR)
institution	Brac University
collection	Institutional Repository
language	English
topic	Fast food preferences Brand reputation Similarity in taste Cost and quality Nearness and accessibility
spellingShingle	Fast food preferences Brand reputation Similarity in taste Cost and quality Nearness and accessibility Ullah, G. M. Shafayet Islam, Nazrul Factors affecting consumers preferences on fast food items in Bangladesh
description	This article was published in Journal of Applied Business Research (JABR) [© 2010 Journal of Applied Business Research (JABR)] and the definite version is available at : http://cluteinstitute.com/ojs/index.php/JABR/article/view/313/303 The article website is at: http://www.cluteinstitute.com/journals/journal-of-applied-business-research-jabr/ DOI: http://dx.doi.org/10.19030/jabr.v26i4.313
format	Article
author	Ullah, G. M. Shafayet Islam, Nazrul
author_facet	Ullah, G. M. Shafayet Islam, Nazrul
author_sort	Ullah, G. M. Shafayet
title	Factors affecting consumers preferences on fast food items in Bangladesh
title_short	Factors affecting consumers preferences on fast food items in Bangladesh
title_full	Factors affecting consumers preferences on fast food items in Bangladesh
title_fullStr	Factors affecting consumers preferences on fast food items in Bangladesh
title_full_unstemmed	Factors affecting consumers preferences on fast food items in Bangladesh
title_sort	factors affecting consumers preferences on fast food items in bangladesh
publisher	Journal of Applied Business Research (JABR)
publishDate	2016
url	http://hdl.handle.net/10361/6309
work_keys_str_mv	AT ullahgmshafayet factorsaffectingconsumerspreferencesonfastfooditemsinbangladesh AT islamnazrul factorsaffectingconsumerspreferencesonfastfooditemsinbangladesh
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Factors affecting consumers preferences on fast food items in Bangladesh

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