Consumer preferences of fast-food items in Mymensingh, Bangladesh

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.