Factors influencing consumer attitude towards fast food in Ethiopia: A study of fast food industry
| dc.contributor.advisor | G/Medhin, Mulugeta (PhD) | |
| dc.contributor.author | Derbew, Tsega | |
| dc.date.accessioned | 2019-04-05T08:24:59Z | |
| dc.date.accessioned | 2023-11-04T14:07:54Z | |
| dc.date.available | 2019-04-05T08:24:59Z | |
| dc.date.available | 2023-11-04T14:07:54Z | |
| dc.date.issued | 2018-06-02 | |
| dc.description.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. | en_US |
| dc.identifier.uri | http://etd.aau.edu.et/handle/123456789/17618 | |
| dc.language.iso | en_US | en_US |
| dc.publisher | Addis Ababa University | en_US |
| dc.subject | Attitude | en_US |
| dc.subject | health concern | en_US |
| dc.subject | life style | en_US |
| dc.title | Factors influencing consumer attitude towards fast food in Ethiopia: A study of fast food industry | en_US |
| dc.type | Thesis | en_US |