Consumer Attitude toward Fast Food Consumption: A Study on University Students in Dhaka City

Abstract

This paper aims to analyze the attitude of the university students regarding fast food consumption in Dhaka city. For the purpose of the study the data were collected from both the private and public universities and the sample size was 360. Factor analysis was conducted to recognize to preference factors of the students regarding their fast food consumption. Results show that 94.2% of the respondents like fast food and 48.10% of them make one to three visits in a month. The study reveals that the most obvious reason for taking fast food is for the sake of convenience. They also give importance to taste, price, food quality, atmosphere, payment method, service quality, location, and atmosphere of the restaurants that help the students to get pleasure and socialize with their classmates. Data suggest that students frequently consume fast food and are willing to give time, effort and price to eat at their favorite restaurant.