CONSUMER BEHAVIOR RESTAURANTS AND FAST

FOOD JOINTS IN DHAKA

INTRODUCTION
The pressures of working life along with time constraints have resulted in an increasing number
of consumers opting for fast food restaurant. One study of the market research and analysis
group packaged facts revealed that around one- third of consumers felt they lack the time to
prepare healthy meals, resulting in food being consumed quickly at work or in the car. For this
reason these same people have actually replaced many of their meals with snacks and quick
meal. Consumers have changed. The consumers attitude about the economy, their lifestyle,
financial planning and shopping habits and eating behavior it has all changed. Why?
Due to busier consumer lifestyle and dual-working families with children, emphasis increasingly
being places in quick meal solution. In the last five years rapid growth of the fast food
restaurant in Dhaka city begin the necessity of the study. The growth of the fast food market
has been an effect of societal development.
Like the western world, now a day, women in Bangladesh especially in Dhaka city do not stay at
home carrying out household tasks, but rather prefer remunerated work in striving towards
equality and economic independence. The meal, as a concept meaning the sharing of different
kinds of food, has been replaced by quick breaks of individual eating (sometimes called
grazing), and many young people do not have regular eating times or habits in terms of
breakfast, lunch, and dinner.
There has been a remarkable shift in eating habits and consumer preference in Bangladesh as
availability of food joints and restaurants are in plenty. We get to see a variety of restaurants
and joints focusing on various aspects like cuisine, ambience, location and themes. These
aspects cater to a wide range of consumers of different segments

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OBJECTIVES OF THE RESEARCH

OVERALL OBJECTIVE
The objective of this research is to understand the consumer behavior in Dhaka. The aim of this
study is to explore consumers attitudes, perception of fast foods and customer service quality
in that fast food in Dhaka city.
SPECIFIC OBJECTIVES
More specifically the objectives of the research are to identify the key attributes and
dimensions that influence the customer perception of fast food and to evaluate the relationship
between customer loyalty and customer services in the fast food.
The orientation of the paper after this topic is like the following. The next topic is literature
review described the summary of different articles. Then methodology part states research
design and hypotheses of the research. After that, analysis part shows the analysis of the data
and result of the hypotheses.
Then concluding part summarizes the findings, gives guideline for future research and points
out the limitation of the study

STATEMENT OF THE PROBLEM

In this research the following are considered
The perception of customers regarding prices and changing habits, drive and trends
towards fast food consumption.
Their convenience, values and related efforts towards consumption.
The menu at the place they eat, location and their taste preferences
Customers loyalty towards a particular fast food joint or restaurants over others.
Consumers purchasing power
Availability. options and local competition
Future opportunities and avenues
All these will help us to understand the behavior of the consumer segment in Dhaka.

SCOPE OF THE PROJECT

This research is based on a large sample group in prime locations in Dhaka and therefore this
study will help us closely understand the consumption attitude and behavior of the majority of
fast food consumers in Dhaka. This study would enable various concerned to derive conclusions
and analysis based on actual consumption habits. Findings will enable to understand the
current scenarios of Dhaka fast food industry and help in identifying the various factors to be
concentrated on to improve the overall experience of the food consumers. Conclusions have
been suggested on various aspects which are yet to be explored and implemented. A lot of
opportunities are yet to be tapped which if focused by local emerging entrepreneurs, it will
bring Dhakas fast food industry to another level.

METHODOLOGY OF INFORMATION COLLECTION

Research methodology or design is very important not only for research workers but also for
readers of research studies. Every research study has to be well planned to avoid waste of
efforts but still ensure valid answers, The study must have sufficient but optimum number of
subjects to give 80-90% power to arrive at reliable valid conclusion. Number of subjects should
not be more than that required since it amounts to waste of resources like money, time of the
researcher and skill.
A research methodology is a logical and systematic plan prepared for directing a research study.
Research methodology is the plan, structure, strategy of investigation conceived so as to obtain
answer to research questions and it constitutes the blue print of collection, management and
analysis of data.
Generally there are three types of research design:

Quantitative Design

Qualitative Design

Mixed methods Design

Research design is a decision making process. During the decision making process the
researcher, like an architect, should choose from many design alternatives and consider over
the trade offs of each approach and decide the best possible solution. Generally speaking, the
research design decisions are influenced by the questions the investigator is trying to answer,
by the resources such as time, trained personals and money that the researcher has at hand, by
the characteristics of the research sites, and also by the researchers personnel preferences.

LITERATURE REVIEW
Situate of the study. The growth of the fast food market has been an effect on societal
development. Like the western world, now a day, women in Bangladesh especially in Dhaka city
do not stay at home carrying out household tasks, but rather prefer remunerated work in starving
towards equality and economic independence. The meal, as a concept meaning the sharing of
different kinds of food, has been replaced by qui creaks of individual eating , and many
young people do not have regular eating times or habit in terms of breakfast , lunch and dinner.
In this research it is considered what is the perception of customers regarding cost,
convenience, menu, location and credit card acceptance of fast food restaurant? Are customers
are mire loyal towards some fast food restaurants over others? Whether they would lie to
travel more to dine in their favorite restaurant? Or may pay a higher price to have meal in their
favorite fast food restaurant? Is there any relationship between customer loyalty and
customers services of fast food restaurant? The aim of this study is to explore consumers
attitude to and perception of fast food and to evaluate the relationship between customer loyalty
and customers service in the fast food. The orientation of the paper after this topic is like the
following. The next topic is literature review described the summary of different articles.
The methodology part states research design and hypotheses of the research. After that, analysis
part shows the analysis of the data result of the hypotheses. Then concluding part summarizes
the findings, gives guideline for future research and points out the limitation of the study.
Fast food has become very popular today. Eating habits are formed in early years and become
the most unchangeable practice in life. Children learn everything from the family and society.
This study only considered the food and nonfood item, did not consider the attributes that

affect the perception of children. Children eat food when going out with their parents and learn
about different types of food other than fast food. Family make the children familiar with the
foods considering factors like nutrition, age, status, convenience, speed , money, taste,
environment of the store because they influence the decision making process . There are other
factors that can change the family decision making process like income, age. When they grow
up day by day they will take decision regarding food considering different factors tat their
parents gave them already. Attitudes of children change day by day as time passes and parent
can influence less gradually.
Fast food has been developed in the world economy over the past four decades. Literature on
fast food were started to be published in ancient time in Rome. From the beginning of the 80s,
somewhat a huge number of publications have been published on fast food industry. The early
publications on fast food were basically about the positive and negative aspect of fast food and
the attitudes of the customers as a whole. Mattsson mentioned that high school students knew
the good and bad attributes of fast food. They also inscribed the difference in attitudes between
male and female students. Female students considered the fast food from the broad food chain
context and male considered fast eating and satiety. The study pointed out good and bad
attributes of fast food and attitudes of young students, but did not consider the loyalty status of
the student and overall customer service of the restaurants. They also pointed out the differences
in attitudes between men and women in eating habits. They assessed the combined behavior of
adults that how eating low calorie food and physical activity are attached with the weight
loss maintenance. They described the dining out behavior and the ability to engage in physical
activity and the confidence to participate in that kinds of activities lead to loss weight and
maintain weight. Kruger, Blanck and Gillespies study mentioned the overall behavior of adults
who have a desire to loss and maintain weight, did not describe the factors that influence the

overall behavior of the adults like quality of food, price, payment method, menu, atmosphere
of restaurants.
In western countries now peoples are more concerned with this issue. Many studies conducted
just to reveal the choice and perception and knowledge of people regarding fast food. Studies
have indicated that not all consumers have adequate food-safety knowledge to protect
themselves. These studies stated that consumers have inadequate food safety knowledge but
why they have inadequate food safety knowledge was not considered. If major food processing
corporations cannot identify the presence or the sources of contamination, or give customers
adequate information on preparing their packaged food, can the consuming public be expected
to protect itself? Further, those who have the knowledge do not necessarily practice what they
know. This study also did not mention the reasons why consumers with adequate food safety
knowledge did not practice the behavior. Nevertheless, Yarrow, Remig, and Higgins and
other previous researchers have argued that food safety beliefs, attitudes, knowledge, and
practices can be changed through educational intervention. They and other researchers have
therefore attempted to determine how to segment consumers so that effective communication
can take place regarding these issues. This study again mentioned the ways through which
consumers behavior regarding food safety issue can be changed but did not mention why they
did not practice the behavior according to their knowledge.
Olumakaiye described in their study that youngsters snacking is the main concern in the dietary
practice and snacking is not itself horrific but the quality of the snacks is a crucial matter.
Children need guidelines regarding the nutritious level of the snacks not to be discouraged to
take snacks. He also said that children living in different locations and in different places
have the same consumption pattern of snacks only because of their similar lifestyle. The study
pointed out that parents initiated children to have snacks over any other full

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dish due to time constraint and the availability of the snacks. So food choices of adolescents
have become increasingly important considering the factors like nutrition and health issues.
The researchers pointed out the fact that quality and nutrition level of food are important
regarding food choice, but did not mention the factors like menu, payment method, environment
of the restaurants and price that affect the food choice. This study also did not consider the
loyalty status of children and overall perception of the children. United Soybean board reported
that majority of consumers are still concerned about health version of food and confusion arises
in health and nutrition issues. Consumers only consider nutrition facts label in deciding health
and nutrition issues. 47 percent of consumers prefer to follow moderate fat diet containing only
good fats food over bad fats food. Consumers also consider soy foods and beverage as healthy
lowering cholesterol, properly functioning health, containing protein and providing relief from
menopause symptoms, preventing obesity, managing weight. The organization stated that
consumers only considered nutrition facts label for health and nutrition issues, did not point out
the issues whether considering only nutrition facts labels was justified enough regarding health
and nutrition.

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8

In this study, consumer overall behavior examined of having fast food in Dhaka city. We also
examine whether they prefer fast food, why they prefer, whether they are loyal to restaurant,
which restaurant they like most, why they like most. In addition, we assess respondents
dinning out behavior and important factors of choosing fast food and spending money out side
by having fast food and such study has not conducted before in Dhaka city.

PROJECT ANALYSIS REPORT

For conducting this survey successfully a questionnaire has been strategically designed in order
to achieve accurate and relevant information needed to fulfill the purpose of this study. With
this questionnaire, a survey has been conducted on a random sample of 50 people identifying
their attitudes and consumption behavior.
The information derived through this questionnaire is accurate and bias free. The people
involved in the sample size were very helpful in briefly pointing out their preferences and
expectations with respect to the purpose of this project. The random sample population has
been selected from a locality where all major fast food chains in Dhaka are situated. During this
time a lot of relevant information was gathered and hence analyzed. The analysis report and
findings of this project would be resourceful and beneficial to the concerned.
The data collected has been represented below numerically with the help of SPSS software and
explained in details.

10 | P a g e

Age of the surveyed

Age Group
Valid

16-30
31-45
46-60
Total

Frequency

Percent

Valid Percent

48
4
1
53

90.6
7.5
1.9
100.0

90.6
7.5
1.9
100.0

Cumulative
Percent
90.6
98.1
100.0

Age
Group

Figure:
1.1

Analysis

After completing frequency analysis of the survey we found that 16 to 30 age people are more
outgoing and taking more fast food rather than other age people. People from age group between
16 and 30 tend to consume more fast food on the basis of trend and modern food habits. People
in this age group prefer more convenient and easily available food.
11 | P a g e

Gender of the surveyed

Gender
Valid

Male
Female
Total

Frequency

Percent

Valid Percent

35
18
53

66.0
34.0
100.0

66.0
34.0
100.0

Cumulative
Percent
66.0
100.0

Figure:
1.2
Analysis
Its come out from the survey that the (66 - 34) =12% of the male gender tend to eat fast food
more than females

12 | P a g e

Occupation of the surveyed

Occupation
Valid

Service
holder
Homemaker
Student
Business
Total

Frequency

Percent

Valid Percent

38
1
12
2
53

71.7
1.9
22.6
3.8
100.0

71.7
1.9
22.6
3.8
100.0

Cumulative
Percent
71.7
73.6
96.2
100.0

Figure:
1.3
Analysis

The data collected shows that mostly service holders now prefer eating food at their favorite
restaurants or fast food joint on the basis of convenience. Working class people in their work
breaks grab quick food at fast food joints. Current food prices in fast food joints in Dhaka are
now affordable and well match the purchasing power of the working class.
Students closely follow service holders in the consumption of fast food. They prefer eating
outside as it is trendy and of course they find it trendy to hang out and eat at their favorite
restaurant.
13 | P a g e

Monthly Income range of the surveyed

Monthly Income
Valid

below 10000
10001-25000
25001-40000
above 40000
Total

Frequency

Percent

Valid Percent

6
24
22
1
53

11.3
45.3
41.5
1.9
100.0

11.3
45.3
41.5
1.9
100.0

Cumulative
Percent
11.3
56.6
98.1
100.0

Figure:
1.4
Analysis

As per our survey the sample population falls in between the income range of 10000 to 25000.
Fast food joints and restaurants are now extensively available in Dhaka for various income
groups right from street vendors to fancy restaurants.
But a point to be noted is that peoples income level is not related to their consumption of fast
food. People from all levels of income consume fast food on the basis of their immediate food
needs.
14 | P a g e

How many times do you eat fast food?

Consumption
Frequency
Valid
0
1
2
3
4
5
12
14
Total

Frequency

Percent

Valid Percent

1
16
21
5
4
3
1
2
53

1.9
30.2
39.6
9.4
7.5
5.7
1.9
3.8
100.0

1.9
30.2
39.6
9.4
7.5
5.7
1.9
3.8
100.0

Cumulative
Percent
1.9
32.1
71.7
81.1
88.7
94.3
96.2
100.0

Figure:
2.1
Analysis

From this survey we can find out that people east fast-food at least twice a week. Some
individuals even happen to eat fast food every day in both meals. Availability of fast food joints
enables people to save time and energy especially for the working class and the students.

15 | P a g e

What meal are you most likely to eat at a fast food restaurant?

Meal of the day

Valid
Breakfast
Lunch
Dinner
Middle snack
Late night meal/snack
Total

Frequency

Percent

Valid Percent

4
14
17
15
3
53

7.5
26.4
32.1
28.3
5.7
100.0

7.5
26.4
32.1
28.3
5.7
100.0

Cumulative
Percent
7.5
34.0
66.0
94.3
100.0

Figure:
2.2
Analysis

The above table states that people generally eat fast food most of the times during their dinner.
People prefer to have quick meals at the end of their day before they go home and sometimes
people tend to take their families out for dinner. And of course people has fast food at their
lunch and mid time snacks. Availability of a wide range of food enables people in Dhaka to
choose whatever they like to eat for their breakfast lunch or dinner.
16 | P a g e

If you had to travel further to eat at your favorite restaurant, would you
do so?

Valid

Yes
No
Total

Frequency

Percent

Valid Percent

37
16
53

69.8
30.2
100.0

69.8
30.2
100.0

Cumulative
Percent
69.8
100.0

Figure:
2.3
Analysis
: It seems people would travel far distances to eat at their favorite restaurants. In this case out
of 53 people, 37 people would choose to eat in their favorite restaurants even if it is a far
distance to travel as they believe that the food at their favorite restaurant is worth the travel.
Majority would choose to travel just to eat at their favorite food joint.

17 | P a g e

If you had to pay more to eat at your favorite restaurant, would you do
so?

Valid

Yes
No
Total

Frequency

Percent

Valid Percent

30
23
53

56.6
43.4
100.0

56.6
43.4
100.0

Cumulative
Percent
56.6
100.0

Figure:
2.4
Analysis
The above data shows that people are ready to pay more to eat from their favorite menu. 30
out of 53 people say that even if prices hike at their favorite food joint they would not mind

18 | P a g e

paying more to get the same food in terms of taste and quality.

19 | P a g e

Ranking of the importance of the fast food restaurant

Valid

Least important
Moderately important
Simply important
Less moderately
Important
Moderately important
Most important
Total

Frequency

Percent

Valid Percent

19
11
4

35.8
20.8
7.5

35.8
20.8
7.5

Cumulative
Percent
35.8
56.6
64.2

11.3

11.3

75.5

3
10
53

5.7
18.9
100.0

5.7
18.9
100.0

81.1
100.0

Figure:
3.1

20 | P a g e

Rating your fast food Station

Fast food
joint/Restaurant

Valid
KFC
BFC
Pizza Hut
CFC
Total

Frequency

Percent

Valid Percent

31
17
3
2
53

58.5
32.1
5.7
3.8
100.0

58.5
32.1
5.7
3.8
100.0

Cumulative
Percent
58.5
90.6
96.2
100.0

Figure:
3.2

Analysis

The above data shows the sample populations favorite top 5 food joints. The survey implies
that KFC, the international fast food chain is the most favorite among all. People have adapted
to taste of foreign food. KFC is followed by BFC. BFC, a Bangladesh based fast food chain has
nd

managed to acquire 2 rank in this survey.

20 | P a g e

Why would you visit the restaurant besides eating?

Valid

Hang out
Meeting
Dating
Status symbol
Really hungry
Total

Frequency

Percent

Valid Percent

28
4
8
2
11
53

52.8
7.5
15.1
3.8
20.8
100.0

52.8
7.5
15.1
3.8
20.8
100.0

Cumulative
Percent
52.8
60.4
75.5
79.2
100.0

Figure: 3.3
Analysis
People go to fast food joints to eat. From the analysis we have figured out that people generally
tend to visit fast food joints to hangout with their friends and close ones. Eating is just the
reason to meet. And of course people visit restaurants when they are hungry. Therefore people
go to fast food joints mainly to eat and hangout with friends.
Besides these restaurants are visited by couples who are dating. Food joints are a favorite
meeting place for love birds. And finally business executives and personnels now prefer to eat

21 | P a g e

and deal over lunch or dinner or a cup of coffee. Besides office the next best place to conduct a
successful meeting is at a restaurant.

Menu is important

Valid

Strongly disagree
Disagree
Neutral
Agree
Strongly agree
Total

Frequency

Percent

Valid Percent

4
4
2
17
26
53

7.5
7.5
3.8
32.1
49.1
100.0

7.5
7.5
3.8
32.1
49.1
100.0

Cumulative
Percent
7.5
15.1
18.9
50.9
100.0

Figure:
4.1
Analysis

The data shows that people particularly choose their favorite restaurant based on the food
served. People tend to visit these restaurants because the menu is as per their likings. People
choose to eat where the menu is a per their taste preference.

Location is important

Valid

Strongly disagree
Disagree
Neutral
Agree
Strongly agree
Total

Frequency

Percent

Valid Percent

4
5
10
20
14
53

7.5
9.4
18.9
37.7
26.4
100.0

7.5
9.4
18.9
37.7
26.4
100.0

Cumulative
Percent
7.5
17.0
35.8
73.6
100.0

Figure:
4.2
Analysis

Besides menu, the above data shows that location is very important criteria. People lie to eat
where they get their favorite fast food at an easy to reach place. This strongly implies that
people would want their fast food joints at a nearby location and are not willing to travel far.

Price is important

Valid

Strongly disagree
Disagree
Neutral
Agree
Strongly agree
Total

Frequency

Percent

Valid Percent

2
2
10
20
18
53

3.8
3.8
18.9
37.7
35.8
100.0

3.8
3.8
18.9
37.7
35.8
100.0

Cumulative
Percent
3.8
7.5
26.4
64.2
100.0

Figure:
4.3

Analysis

The above data shows people consider the price before they choose a restaurant or fast food
joint to eat at. Especially students who have a budget to maintain for their daily expense
choose an economically priced restaurant or joint. A very few among the working class who
have a good income level do not consider price while choosing a place to eat.

Atmosphere is important

Valid

Strongly disagree
Neutral
Agree
Strongly agree
Total

Frequency

Percent

Valid Percent

4
4
19
26
53

7.5
7.5
35.8
49.1
100.0

7.5
7.5
35.8
49.1
100.0

Cumulative
Percent
7.5
15.1
50.9
100.0

Figure:
4.4
Analysis

As this survey states based on the data above, atmosphere or ambience is also an important
factor as per which people choose a place to eat or hangout. Youngsters expect their favorite fast
food joints to have a good ambience where they can spend longer time with their friends. Some
group of people chooses restaurants and joints for business meetings or appointments. As a
whole restaurants need to have good ambience to attract and make people feel more comfortable.

Payment method is important

Valid

Strongly disagree
Disagree
Neutral
Agree
Strongly agree
Total

Frequency

Percent

Valid Percent

2
6
18
17
10
53

3.8
11.3
34.0
32.1
18.9
100.0

3.8
11.3
34.0
32.1
18.9
100.0

Cumulative
Percent
3.8
15.1
49.1
81.1
100.0

Figure:
4.5
Analysis
The above table shows that people now prefer easy payment mode or methods at the places
they eat. People these days carry less cash and they prefer to make payments out of their cards.
People expect the restaurants or joints to be equipped with various billing and payment
methods.

Overall customer service is important

Valid

Strongly disagree
Disagree
Neutral
Agree
Strongly agree
Total

Frequency

Percent

Valid Percent

3
9
23
14
4
53

5.7
17.0
43.4
26.4
7.5
100.0

5.7
17.0
43.4
26.4
7.5
100.0

Cumulative
Percent
5.7
22.6
66.0
92.5
100.0

Figure:
4.5
Analysis

Customer service is another important factor these days in restaurants and fast food joints,
Customer satisfaction is directly related to the service that food joints and restaurants provide,
People expect servers to be friendly and do not even mind tipping more if the service is above
average. Based on the data above majority look for a standard customer service at any place
they eat.

Quality of the food is important

Valid

Strongly disagree
Disagree
Neutral
Agree
Strongly agree
Total

Frequency

Percent

Valid Percent

9
9
11
20
4
53

17.0
17.0
20.8
37.7
7.5
100.0

17.0
17.0
20.8
37.7
7.5
100.0

Cumulative
Percent
17.0
34.0
54.7
92.5
100.0

Figure:
4.6
Analysis

People these days are health conscious and they look for quality food. The above data shows that
the sample population looks for quality food. With consideration of the current food qualities in
Dhaka, people choose place where food is healthy and safe. It is an extremely important factor.
People tend to choose restaurants with quality food above street food,

Atmosphere is improved over the past one year

Valid

Strongly disagree
Disagree
Neutral
Agree
Strongly agree
Total

Frequency

Percent

Valid Percent

4
4
15
23
7
53

7.5
7.5
28.3
43.4
13.2
100.0

7.5
7.5
28.3
43.4
13.2
100.0

Cumulative
Percent
7.5
15.1
43.4
86.8
100.0

Figure:
5.1
Analysis

This survey indicates that majority of the sample population agree that the atmosphere and
ambience of fast food chains and food joints have drastically improved over the years. Food
joints now emphasize more on the feel and look factor of their environment and a lot of
investment is made on the ambience. People consider a soothing ambience a very important
factor on deciding their place to hang out and to eat. Moreover international food brands have
now mixed western and local environments to attract more customers to their joints

Price is reasonable over the past one year

Valid

Strongly disagree
Disagree
Neutral
Agree
Strongly agree
Total

Frequency

Percent

Valid Percent

18
10
14
7
4
53

34.0
18.9
26.4
13.2
7.5
100.0

34.0
18.9
26.4
13.2
7.5
100.0

Cumulative
Percent
34.0
52.8
79.2
92.5
100.0

Figure:
5.2

Analysis

People strongly disagree that food prices has been reasonable over the years and in fact food
prices have gone up. People have to spend considerable amount of money to eat their favorite
fast food. Foreign brands like KFC, Pizza Hut are expensive and their prices are
gradually increasing with time. In the contrary, for example certain fast food makes common
branded foods like burgers and pastries available at comparative lower and affordable prices.
30 | P a g e

Food is healthier over the past one year

Valid

Strongly disagree
Disagree
Neutral
Agree
Strongly agree
Total

Frequency

Percent

16
5
14
16
2
53

30.2
9.4
26.4
30.2
3.8
100.0

Valid
Percent
30.2
9.4
26.4
30.2
3.8
100.0

Cumulative
Percent
30.2
39.6
66.0
96.2
100.0

Figure: 5.3
Analysis
This data depicts that certain group of people agree that food quality has increased and certain
disagree that it has not. Another group of people are neutral that food quality has remained
unchanged. The people who consider food has gone healthier are those people who consume
food at higher end food joints and restaurants based on their preference. On the other hand as
more and more unbranded joints are coming up, their focus is more on quantity profit
oriented rather than quality of food. Therefore if we consider all the point of views namely
strongly disagree, neutral and agree, food quality in fact depends on the type of fast foods joint
or restaurant you eat at.
31 | P a g e

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CONCLUSION
Currently in Bangladesh fast food is most preferred and its consumption has increased over the
years. People now have their various favorite destinations to eat at. People tend to have their
daily meals in a restaurant or at a food joint. Various food joints and restaurants serve to
various segments and classes of consumers in Dhaka. Food joints and restaurants are widely
available at various places and cater to a wide range of food and cuisines according to people
taste and preference. People now visit these places not only to eat but also to hangout with their
friends and conduct meeting and appointments.
People have widely accepted to eat their meals outside their homes. Since the restaurants are
situated in easy locations and considering reasonable costs, ambience, variety in menu people
find it convenient and time saving to eat outside. Some group of people are brand loyal and
tend to travel to far location to try out their favorite menu whereas some have their.
Majority have a preference towards quality food and service being served at the restaurants or
joints. Since they happen to consume most of their meals outside their homes they expect food at
the joints to be healthy and nutritious.
Another finding indicates that fast food joints and restaurants primarily focus mainly on
improving their ambience and environment rather than food quality and taste. People choices of
restaurants are focused more on its look and feel factor and then taste and quality preferences
follow. There is more scope in developing food products in terms of health and nutrition. More
and more people are now conscious about their food habits and expect standard food
quality in their daily consumption.

Currently as the food consumption rises at fast food joints, more and more unbranded joints
mushroom up meeting these demands. As a result quality of food is compromised over price.
People now get cheap food which serves their purpose but the food lacks quality.
Since Dhaka has a wide range of consumer from various income levels, their preferences
depend on their affordability and class. Overall consumers in Dhaka prefer food products based
on quality and value them as most suited to their purchase power or their income levels. This
segment comprises of teenagers to students, working and the business class to veterans. Also
quality and value related perception of customers is also related to overall impression they
derive from the customer service they experience at these food joints and restaurants.
As the data and findings of this survey point out customer preference towards quality food,
taste, good customer service, reasonable pricing, great ambience and easy methods and payment,
the fast food industry in Dhaka, Bangladesh has a wide scope if improvement and development
especially in terms of quality food and customer service. Currently the demand to eat outside at
easy and convenient locations is increasing and people now expect a variety of affordable and
international standard food and services in Dhaka itself. As we can see in our survey KFC being
most preferred by consumers, Bangladeshi fast food start ups have immense scope and
opportunity to look into the needs and cater to the diverse and growing fast food demand in
Dhaka.

(Questionnaire: For an Academic Survey)

Personal Information:

1. What is your Age?

0 - 15

16 - 30

31 - 45

46 - 60

2. What is your Gender?

) Male

) Female

3. What is your Occupation?

i) Service holder ii) Homemaker iii) Student iv) Business v)
4. What is your average monthly income?
i) Below 10000 ii) 10001 25000 iii) 25001 40000 iv) 40000 above
Survey Question:

1. How many times in a week do you eat fast food?

(Number)
2. What meal are you most likely to eat at a fast-food restaurant?
a) Breakfast

b) Launch

c) Dinner

d) Midday snack

e) Late night meal / snack

3. If you had to travel further to eat at your favorite restaurant, would you do so?
a) Yes

b) No

4. If you had to pay more to eat at your favorite restaurant, would you do so?
a) Yes

b) No

5. Please rank the importance of the following attributes when choosing a fast-food restaurant, where
6 is the most important, and 1 the least important.
a) What I'm in the mood for
b) Cost
c) Convenience / Speed
d) Tried and true menu
e) Particular restaurant location
f) Credit card accept

6. Rating your fast food Station

Please show your level of agreement regarding the following statement. The given numbers indicate
the following levels of agreement:
SD = Strongly Disagree
D = Disagree
N = Neutral
A = Agree
SD = Strongly Agree
In the selection of restaurant, menu is an important factor

SD(1)

D(2)

N(3)

A(4)

SA(5)

In the selection of restaurant, location is an important

Factor

SD(1)

D(2)

N(3)

A(4)

SA(5)

In the selection of restaurant, price is an important factor

SD(1)

D(2)

N(3)

A(4)

SA(5)

In the selection of restaurant, atmosphere is an important

Factor

SD(1)

D(2)

N(3)

A(4)

SA(5)

In the selection of restaurant, payment method is an

important factor

SD(1)

D(2)

N(3)

A(4)

SA(5)

Overall customer service at a typical fast-food restaurant

is pleasant.

SD(1)

D(2)

N(3)

A(4)

SA(5)

Over the past three years, the quality of the food has
Improved

SD(1)

D(2)

N(3)

A(4)

SA(5)

Fast food restaurants atmosphere have gotten better over

the past 1 year

SD(1)

D(2)

N(3)

A(4)

SA(5)

Price of the fast food has been reasonable over the past 1
Year

SD(1)

D(2)

N(3)

A(4)

SA(5)

Fast-food menus have gotten healthier over the past 1

Year

SD(1)

D(2)

N(3)

A(4)

SA(5)

7. When you visit a fast food restaurant, what are the items you most often buy?
a) Drinks b) Full Meal Menu c) Individual Snacks / Junk Foods d) Others (please specify)
8. How do you decide on the restaurants you want to visit?
a) Social Media b) Friends c) Foodbank / Blogs d) TV/Print Media e) Came across the street
9.How reliable are the food values that are stated on foods you purchase from fast food restaurants?
Extremely

Very

Quite

Not Very Much

Not At All

10. What are the main reasons of eating out at fast food restaurants?
Price
Taste
Availability
Convenience
Socializing
11. What are the negative aspects of some fast food restaurants you have encountered?
a) Poor Customer Service
b) Bad Quality Food
c) Poor Environment
e) Extra TAX & high service charges
f) Others (Please specify)
12. How do you prefer eating in fast food restaurants?
Dine In
Take Away
13. How Much do you spend on eating out every month?
i) Below 1000 ii) 1001 2500 iii) 2501 4000 iv) 4000 above
14. What is your convenient method of paying for your food?
Cash
Credit Card
15. Do you think the price you are paying for the food and service from restaurants are okay?
Yes
No

d) Overpriced Menu

BIBLIOGRAPHY
Materials:
Some blogs and articles

Internet:
http://www.google.com.bd/

www.wikipedia.org/