Consumer Attitude towards Fast Food Consumption

Abstract

Fast foods act as an important role in the people’s composite lifestyle. The fast food concept has been introduced from developed countries; and little by little, Sri Lankan people have been intensively adopting their lifestyle, consistently with this concept. As such, it is useful to identify the Consumer Attitude towards Fast Food Consumption, since the Sri Lankans change their behavior to have fast foods of developed countries from traditional Sri Lankan foods. The aim of this study is to assess the Consumer Attitudes that influencing on Fast Food Consumption in relation to Burger King, KFC, McDonald’s, and Pizza Hut. To achieve the goals of this research, the data were collected from convenience sample of 200 customers in Colombo Divisional Secretariat Division. The respondents provided the data by means of a close-ended questionnaire. Pearson’s Correlation was used for testing the hypotheses. Data analysis was conducted using SPSS Software. This study empirically examines the significant relationship between Consumer Attitudes (CA) as the independent variable and Fast Food Consumption (FFC) as the dependent variable. While both the variables individually have high level attributes, the Pearson’s correlation analysis explores a positively significant linear relationship between CA and FFC. This implies that the FFC can be predicted with the nature of CA. The correlation coefficient between the CA and FFC indicates that the CA is useful to explain the variation in FFC. Further analysis of regression model with intercept indicates that it needs additional suitable variables to predict unexplained variation of 40% of the FFC.

Keywords: Behavior, Consumer Attitudes, Fast Food Consumption and Life Style

JEL Classification: M31