Differences in Consumer Attitude towards Selective Fast Food Restaurants in Bangladesh: An Implication of Multiattribute Attitude Model

Fast food has increasingly become popular in Bangladesh with the effect of globalization. Many people, specifically the younger generation are consuming various types of fast foods everyday as these are convenient, time saving and tasty. Consumers’ choice of a particular restaurant depends on many factors, i.e. quality, variation, location, price, environment, and many more aspects. Thus the consumer evaluation is important to explore why a consumer visits a particular restaurant. The present study is an attempt to find out the differences in consumers’ attitude towards selective fast food restaurants in Bangladesh. To fulfill this objective, the study explores the most frequent salient beliefs of consumers regarding the fast food restaurants in Bangladesh, which are quality, price, quick service, and environment of the restaurants. Based on the salient beliefs, multiattribute attitude model has been developed and tested in four restaurants; these are Pizza Hut, KFC, Helvetia, and Western Grill, which are found as most visited fast food restaurants according to the consumers. For this study Fishbein multiattribute attitude model is used. Structured questionnaire survey is conducted on 100 consumers to obtain consumer opinion regarding the strengths and evaluation of salient beliefs. The result explores that consumers have the most favorable attitude towards Pizza Hut and the least favorable attitude towards Helvetia. Significant differences are found among these four restaurants in terms of belief evaluations about quality, price, quick service, and environment. It is also found that consumers have most favorable evaluation about Pizza Hut’s food quality and environment, and KFC’s food price and prompt services. At the end of the paper, some recommendations are made based on the study results.