Consumer Behavior in Fast Food Marketing in Bangladesh: A Case Study

Abstract

The main objective of the study is to identify the determinants that influence consumer satisfaction in fast food marketing in Bangladesh. Data were collected from the students in a private industry in Dhaka city. Principal component factor analysis and SEM are employed for analyzing data. The results indicate that among the six explanatory variables, five are observed to statistically significantly influence consumer satisfaction in the fast food industry. These variables are food quality, service quality, food variety, outlet environment and convenient location.

Keywords: Fast food, Consumer behavior, Consumer satisfaction, Factors, Marketing