Factors influencing consumer attitude towards fast food in Ethiopia: A study of fast food industry
No Thumbnail Available
Date
2018-06-02
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Addis Ababa University
Abstract
The principal object of this study was to investigate what were the factors
influencing consumer attitude towards fast in Ethiopia, a study of the fast food
industry. To achieve the objective structured questionnaire was developed using a
five point Liker scale form. Data were collected from the residents of the Addis
Abeba city Administration found at cafes, restaurants and malls. A Sample of 384
respondents was drawn using the convenience sampling technique and for each sub
city the total questionnaire was distributed accordingly.
To analyze the collected data both descriptive including percentage and cross
tabulation and inferential statistics technique including correlation and regression
analysis were applied. The finding of this research indicated that product attribute,
life style, convenience and health concern were found to be positively and
significantly affecting to influence consumer attitude towards fast food in Ethiopia.
Furthermore the regression analysis has revealed that product attribute, life style
and convenience were influencing factors in consumer attitude towards fast food in
Ethiopia but for the effect of health concern was not statistically significant.
Therefore, the fast food industry should bear in mind these factors when they are
preparing marketing strategy and for better making decision.
Lastly, a further research would benefit the industry if done by addressing the
limitation of this study.
Description
Keywords
Attitude, health concern, life style