A study on factors affecting consumers’ fast food behaviour: special reference to Pizza hut in the Jaffna Peninsula, Sri Lanka.

Abstract

In modern days, where life is at a fast pace with the time precious to every person, “Fast Foods” play an essential role in everyone’s day to day life. Recently, the role of culture became important in conducting marketing and other business activities due to the advanced communication and transportation facilities which reduce the barriers between cultures as well as national boundaries The study population represented by every customer located in Jaffna peninsula and representative sample was selected including school children to foreigners and entrepreneurs those who have consumed pizza. 124 members out of 150 responded to the researcher, where they were contributed to examine nine variables was Location, Atmosphere, Sales person’s behaviour, Awareness, Price, Quality, Image, Promotion, Fast services with demographic variables and the required data was collected through a structured questionnaire. Data were analysed through descriptive techniques where percentages, mean, standard deviation and t-test were facilitated. At the end of the researcher identified that all factors were significant towards consumer buying behaviour but related to the selected region, customers were not satisfactory awareness about various brands of pizza, the culture of pizza. Location was confused about parking and low freedom even with an atmosphere. Finally, the researcher suggested to change the location of pizza outlets and commented on increasing awareness of consumers related to pizza culture.