Consumer preferences of fast-food items in Mymensingh, Bangladesh

Sabbir  Ahamed; Nazia Tabassum; Md.  Moniruzzaman; Md. Mahfuzul Hasan; Md. Asraf Mahmud Hasif

doi:10.26832/24566632.2024.0901011

Sabbir Ahamed ¹ , Nazia Tabassum ² , Md. Moniruzzaman ³ , Md. Mahfuzul Hasan ⁴ , Md. Asraf Mahmud Hasif ⁵

¹ Department of Agribusiness and Marketing, Bangladesh Agricultural University, Mymensingh - 2202, BANGLADESH
² Department of Agribusiness and Marketing, Bangladesh Agricultural University, Mymensingh - 2202, BANGLADESH
³ Department of Agribusiness and Marketing, Bangladesh Agricultural University, Mymensingh - 2202, BANGLADESH
⁴ Department of Agribusiness and Marketing, Bangladesh Agricultural University, Mymensingh - 2202, BANGLADESH
⁵ Department of Agribusiness and Marketing, Bangladesh Agricultural University, Mymensingh - 2202, BANGLADESH

✉ Coressponding author: See PDF.

doi https://doi.org/10.26832/24566632.2024.0901011

Abstract

The goal of the current study was to ascertain Bangladeshi consumers' preferences for fast food items. Data from 80 respondents who were eating fast food in the Mymensingh region were gathered using a purposeful random sample; men made up 52.50 percent of the respondents. The study employed multiple linear regression analysis to determine the primary determinants influencing eating habits among customers. Additionally, descriptive statistics were utilized to determine the demographic characteristics such as age, education, income level etc. of the consumers. Furthermore, the utilization of Likert scale analysis assists in identifying the more favoured reasons why consumers go for fast food. The findings showed that most respondents were government employees with advanced degrees. Nearly 8.75 percent of customers spent more than Tk 2000 (18.22 $) on fast food every month. According to Likert scale research, 47.5% of consumers thought fast food was unhealthy. Consumers in the research region felt generally dissatisfied with fast food, as evidenced by their affirmative responses to seven out of the seventeen questions on the meal. In the Mymensingh District, explanatory factors such education, monthly family income, students, advertisements, and social pressure had the most impacts on the amount of fast food consumed. This research also looked at the critical elements at fast food restaurants and the relationship between customer satisfaction and restaurant service. The results of this study contribute significant knowledge to the literature on the food service sector and offer vital insights for the fast-food business in Bangladesh, indicating areas for development and customer preferences. It will offer insights for businesses to tailor their marketing strategies and menu offerings to align with consumer preferences and health concerns as well as highlights areas for improvement in fast-food establishments to enhance customer satisfaction and loyalty because of fast food consumption is becoming more and more appealing these days.

Keywords:

Accessibility, Brand reputation, Cost and quality, Perception, Consumer choice, Price

Downloads

Download data is not yet available.

References

Akhter, M. M. (2019). Consumer Attitude toward Fast Food Consumption: A Study on University Students in Dhaka City. Asian Journal of Humanity, Art and Literature, 6(1), 21-32.

Allen, M. S. (1997). Relationship between fermentation acid production in the rumen and the requirement for physically effective fiber. Journal of dairy science, 80(7), 1447-1462.

Arshad, A., Khan, S., Zafar, U., & Qadir, A. A. (2021). Role of consumer psychological studies in fast food industry. International Journal of Marketing Research Innovation, 5(1), 16-35.

BBS (2020). Statistical Yearbook of Bangladesh, Statistics and Informatics Division, Ministry of Planning, Government of People’s Republic of Bangladesh, Dhaka, Bangladesh.

Bowman, S. A., Gortmaker, S. L., Ebbeling, C. B., Pereira, M. A., & Ludwig, D. S. (2004). Effects of fast-food consumption on energy intake and diet quality among children in a national household survey. Pediatrics, 113(1), 112-118.

Chowdhury, M. R., Subho, M. R. H., Rahman, M. M., Islam, S., & Chaki, D. (2018). Impact of fast food consumption on health: a study on university students of Bangladesh. In 2018 21st International Conference of Computer and Information Technology (ICCIT) (pp. 1-6). IEEE.

Fullerton, R. A. (2013). The birth of consumer behavior: motivation research in the 1940s and 1950s. Journal of Historical Research in Marketing, 5(2), 212-222.

Al Harthy, K., Karim, A. M., & Rahid, A. O. (2021). Investigating Determinants of Street Food Attributes and Tourist Satisfaction: An Empirical study of Food Tourism Perspective. International Journal of Academic Research in Accounting Finance and Management Sciences, 11(2), 168-185.

Islam, N., & Ullah, G. M. (2010). Factors affecting consumers’ preferences on fast food items in Bangladesh. The Journal of Applied Business Research, 26(4), 131.

Jekanowski, M. D., Binkley, J. K., & Eales, J. (2001). Convenience, accessibility, and the demand for fast food. Journal of Agricultural and Resource Economics, 58-74.

Nachmias, C.F. and Nachmias, D. (1992). Research methods in social science 4th ed. London Edward Arnold, London.

Nguyen, C. (2021). The determinants of customer satisfaction in fast food industry: The case study of KFC Viet Nam. Available at SSRN 3906107.

Platania, M., & Privitera, D. (2006). Typical products and consumer preferences: the “soppressata” case. British Food Journal, 108(5), 385-395.

Price, S. (1997). The new fasces of the fast food market? The potential for consortia in pizza home delivery. British Food Journal, 99(11), 438-446.

Priest, J., Carter, S., & Statt, D. A. (2013). Consumer behaviour. Edinburgh Business School, Hariot–Watt University, UK.

Rai, B., & Rawal, R. R. (2019). Consumers' preference of fast food items in Kathmandu Valley. NCC Journal, 4(1), 17-25.

Smith, K. J., McNaughton, S. A., Gall, S. L., Blizzard, L., Dwyer, T., & Venn, A. J. (2009). Takeaway food consumption and its associations with diet quality and abdominal obesity: a cross-sectional study of young adults. International Journal of Behavioral Nutrition and Physical Activity, 6(1), 1-13.

Wang YouFa, W. Y., Wang Liang, W. L., Xue Hong, X. H., & Qu WeiDong, Q. W. (2016). A review of the growth of the fast food industry in China and its potential impact on obesity.

Huq, T., & Sarker, I. M. (2020). Factors influencing brand preferences for instant foods: A comparative study between Sweden and Bangladesh.

Bhuiyan, M. M. (2010). Dhakaites Devour Fast Foods Worth Tk 8.0 ma Day. Financial Express, 18(227).

Farhana, N., & Islam, S. (2011). Exploring consumer behavior in the context of fast food industry in Dhaka City. World Journal of Social Sciences, 1(1), 107-124.

Bouis, H. E., & Scott, G. (1996). Demand for high-value secondary crops in developing countries: The case of potatoes in Bangladesh and Pakistan (No.

-2016-39585).

O’brien, R. M. (2007). A caution regarding rules of thumb for variance inflation factors. Quality & quantity, 41, 673-690.