Resturant Scope

CONSUMER BEHAVIOR OF
FAST FOOD RESTAURANT

IN DHAKA CITY
University of Asia Pacific
Report on
Consumer Behavior of fast food restaurant in Dhaka city
Submited to
Barnali Nandi
Submitted by
Md Esmail Hossain (14102037)
Toufiq-E-Alahi (16102020)
Mashiat Naila Jahan Promi (16102106)
Kazi Hasib Shuvo (16102112)
Nusrat Jahan Nabila (16102086)
Sayma Akter Sultana (16102077)
Abir Mallik(16102014)
Tasbir Mohammod(16102076)
1
Letter of Transmittal
05 September 2019
Barnali Nandi
Lecturer, BBA Department
University of Asia Pacific
Dhaka, Bangladesh.
Subject: - A research on the consumer behavior of fast food restaurant in Dhaka city.
Dear Faculty,
Here is a group report on the “Consumer Behavior” which you have asked us to prepare as the part of our
MKT401 course.
While preparing this report we have left no stone unturned to include all the relevant information and the
explanations to make the report informative and comprehensive.
It was a very inspiring and thrilling experience for us to prepare this report. Our report writing skills and
communicating skills have improved a lot while doing this report. If you need any kind of assistance in
understanding this report, please do not hesitate to consult with us in the classroom.
Thank you for having trust in us and giving us that wonderful opportunity to have some real-life
experience in marketing.
Sincerely,
Md Esmail Hossain (14102037)
Toufiq-E-Alahi (16102020)
Mashiat Naila Jahan Promi (16102106)
Kazi Hasib Shuvo (16102112)
Nusrat Jahan Nabila (16102086 )
Sayma Akter Sultana (16102077)
Abir Mallik(16102014)
Tasbir Mohammod(16102076)
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Table of Contents
Acknowledgment
Introduction
Fast food products
Objectives of the study
Common Problems That
Restaurants Business Faces
Scope of Restaurant Business
Findings
The methodology of information collect
Literature Review
Project analysis of the report
Appendix
Conclusion
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Acknowledgment
At first, we would like to thank Almighty Allah for giving us the patience and the capacity to put a hard
effort with huge affection. First and foremost, thanks to our Course Instructor, Barnali Nandi for her
invaluable guidance, encouragement, and suggestions throughout the entire MKT401 course. Without her
assistance and trust on us, it would have been impossible to complete and submit this report.
We will also like to thank all the people who have answered our sample questionnaire. All their
information and suggestion have taught us a great lesson and preparing this report has been a very
positive and uplifting experience.
Introduction
There is nobody in the world that is left out of the class of consumers. The consumer- hood continues till
one’s last breath in the world. The consumer purchases a variety of goods and services to satisfy his wants
and he is always influenced in his purchasing activities by some considerations which lead him to select a
commodity or a retail store in preference to others. So, consumer buying is more complex. Consumer
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purchases are likely to be influenced by physiological, psychological and sociological factors. The
commodities and services are brought by the consumer to satisfy his basic needs, for comfort, pleasure,
recreation, and happiness. Every individual has a physiological need such as hunger, shelter, thirst, etc.
which must be satisfied for survival. The psychological factors like status prestige and social factors like
friends, neighbors, job, and relatives influence their purchasing activities.
People bear certain beliefs and attitudes towards certain types of goods, brands of commodities and retail
outlets based on their previous experience. When there is a need, they can discover some new
commodities capable of satisfying their needs. Before the commodities and brands are selected, these
commodities must compete successfully against alternatives in the market. The selection of a commodity
becomes important for the consumer since there are wide varieties of consumer goods in the market.
Again, selection of a commodity depends on the income of the consumer and the necessity of the product
to the individual. Before the selection of the commodity purchased, an individual requires information
regarding the various sources of supply of the commodity, its brands, relative merits and demerits, uses
and value of their characteristic features and services offered. The common sources through which
individual gathers information are from advertising media (television, radio, and newspapers), friends,
retailers in the locality, displays in shops and food labels.
Fast food Products

Unlike ancient days where a man used to have his food lavishly and slowly, the present trend changed the
habits of foods, which are simple and easy to digest. Hence, the existence of these foods fulfilled all the
needs of a modern human being. The food habits in Bangladesh have changed due to the western
influence and the usage of these foods is also on the rise.
In Bangladesh, most of the food consumption is still at home. Nevertheless, out of home food
consumption is increasing due to increase in urbanization, breaking up of the traditional joint family
system, desire for quality, time which translates into an increased need for convenience, increasing
number of working women, rise in per capita income, changing lifestyles and increasing level of
affluence in the middle-income group had brought about changes in food habits. In the last two decades,
the share of the urban population has increased from 23.30 percent in 1981 to 27.80 percent in 2001.
During the same period, the female work participation rate had increased from 19.70 to 25.70 percent.
The per capita income increased from $816-$848 in 2012(current fiscal year). The change in food habits
was evident from the growth of the food processing industries.
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Generally, food is prepared to depend on the habits, tastes, social status, economic factor, availability,
traditions, habitats, etc. Of the people of that region. The most sought after in the present age are fast
foods. Fast food is food offered or exposed for sale without additional cooking or preparation, which is
packaged on the premises where they are being sold and are ready for consumption.
Development of the metropolitan cities due to increase in population, the emergence of industries, the
evolution of various new factors, the time factor, etc. created the need for fast foods in the market. Due to
industrialization, the labor category is getting attracted to it because of better emoluments and hence there
is a shortage of home maidservants. Due to this, the housewives, in order to save time started using fast
foods.
As the literacy rate is increasing among the women, many them in our country are taking up jobs to set up
their own status in society and to use the extra income generated. These are creating the need for fast
food. Earlier times, a single-family consisted of many people i.e.., a group of several nuclear families was
living in a single place. Hence, larger quantities of food we're used to be prepared. But as these joint
families started disappearing due to various reasons, every single family started using these ready foods in
order to save time and energy.
Due to the establishment of multinational companies in Bangladesh, the lady of the house also started
working, because of which there is no time to prepare food at home. Hence, this created the need for
using fast foods. The standard of living is also changing due to raising in income level, the influence of
western countries, more global trade, traveling, etc. hence people are changing their taste to ready foods
more compared to the old traditionally prepared foods.
In the modern era, the media, particularly electronic and print media, are playing an important role in
creating awareness of the products manufactured and released in the market.
All these factors are responsible for the popularity of the restaurant in the Bangladeshi market. The
marketers should see to it that fast food is available to consumers without any difficulty at competitive
rates. The products should be provided to consumers by keeping in mind as when they want, where they
want and the way they want. These methods help in increasing the sales of the prod
Objectives of The Study

The specific objectives of the study were:
i. To examine consumer behavior issue, why this issue is important and interesting.
ii. To study the purchase behavior of ready-to-eat food products.
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iii. To evaluate newly open restaurant preference of the consumers.
iv. To study the factors influencing newly open restaurant preference.
To evaluate alternative purchase plans of the consumerist with good feedback from the customers and
creating a niche for a restaurant in the market.
Common Problems That Restaurants Business Faces

1.Menu: One of the most common problems in the restaurant business. A good menu is a balancing act.
Keep your menu size in check People need to know what your restaurant is about, keep your menu
aligned with your restaurants unique position. Lacking focus, large menus take longer to order form. A
too-large menu means longer ticket times.
2.Customer Service: First impression is more important. Poor customer service is often a deal-breaker for
customers. Your food may be outstanding, your table setting exquisite and your ambiance delightful, but
if your service is bad customer will remember. The key to success is happy customers who want to return
again and again. The way you handle your customers along every step of their dining experience has an
impact on whether you will retain that customer. As a digital arena continues to grow, online reviews are
consistently important to your success.
3.Unique Selling Point: Your customer needs to know why they should eat your restaurant and not at your
competitors. While a superb menu and excellent customer service are vital to your success, they are
merely meeting the expectation of your customers. It’s time to exceed them. You need an original idea
something even better than great food and service. Come up with a unique reason for people to eat at your
restaurant. A unique selling point offers your customers feeling that enables them to remember you long
after they are gone.
4.Management: Don’t overlook one of the most important pieces of the puzzle management. You need to
know how to analyze your business to make sure it runs profitably. Many small restaurants
Don’t pay attention to the following items as they manage the day to day operation to their restaurants
* How many customers are you feeding each day? Break it down by mealtime.
* Keep track of ordered menu items. No one ordering the fish fillet. Maybe it’s time to take it off the
menu.
* What are your most profitable menu items?
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* Do you have a budget for labor?
* How much do you spend on labor compared to your restaurant sales?
* How much loss is involved in your inventory?
* Do you have sales goals? Are you meeting them?
* What is your profit and loss for each week you are open?
5. Hiring and Training Staff: Most successful restaurant owners know the importance of hiring and
training the right employees. An incomplete staff can also irreparably damage your current and future
customer base. Inspire your staff as well as your management team. Train them to address any situation
good or bad that arises. Your management team should be exemplary, committed, motivational and adept
at running the restaurant in your absence.
6. Marketing: Many owners fail to pay enough attention to marketing making this a common problem in
the restaurant world.
* Formalize your brand standards. This includes the mission statement, logo, graphics, guidelines, etc.
* Make a marketing plan. Start small and work up to six month or yearlong plan.
* Get a responsive website that looks great on desktop, tablet and mobile phone.
* Engage in social media and digital marketing.
* Create a customer loyalty program.
7. Capital: Finally, we come to an area where many restaurant entrepreneurs run into big problems. This
looming problem is capital, and more specifically, a lack of it. Restaurant owners need enough capital to
run their business so they can fully establish itself. Owners should plan to have at least enough money to
run for one year.
Scope of Restaurant Business
1. Finance: You need to consider your ability to raise the required capital either yourself or loans. The
outlay may be in terms of down payment, reserves or working capital. Many ventures began without an
adequate detailing of the financial schedule end of being aborted or sold out for equity.
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2. Resource Management: Resource management is very important for all kind of business. It is crucial
for an entrepreneur first define the kind of resources required to deliver the brand promise to the customer
in terms of men, materials, machines, money and most importantly the time frame.
3. Location: A location involves considerations such as venue, visibility, and accessibility, the presence of
competitors, the size of promise required licensing hurdles, parking availability, and good relationship.
4. Market Analysis: This must be detailed to accurately position and price the product, which is critical to
the success of the restaurant. Publicity and promotional plans, advertising, etc., also need to be defined.
5. Concept: The ambiance of the place basically determines the kind of clientele the restaurant will
attract.
6. Layout: A stand one restaurant does not enjoy the same infrastructural facilities that an in-house
restaurant has available. You need to accommodate the maximum number of covers in your dining area
without overcrowding your guests.
7. Major System: Water, electricity, gas, air conditioning, and computer systems are critical to the
operation and a balance between quality and expense needs to be maintained.
8. Operational Systems:
* Accounting receipts, payments, profit, and loss, etc.
* Inventory and purchase system
* Housekeeping and property management
* Management information systems
* Guest reservation and order taking
* Excise books maintenance
Findings
This study was based on primary data collected from sample consumers by survey method. As many of
the consumers furnished the required information from their memory and experience, the collected data
would be subjected to recall bias. The study area was limited to only Dhaka city and the findings may not
be applicable to other markets, as vast difference exists among the consumers about demographic and
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psychographic characteristics. Hence, the findings of the study may be considered appropriate for
situations like study area and extra care should be taken while generalizing the results.
The methodology of information collects
Method Overall Purpose Advantage Challenges

Quickly and easily get -can complete -might not get careful
Questionnaires, lots of information anonymously feedback
Surveys, Checklists from people in a non- -inexpensive to -wording can bias the
threatening way administer client ‘s response
-easy to compare and -are impersonal
analyze -in surveys may need
-administer to many sampling experts
people -doesn’t get the full
-can get lots of data story
-many sample
questionnaires already
exist
Fully understand -get full range and -can take much time
someone’s impressions depth of information -can be hard to analyze
Interview or experience or learn -develop a relationship and compare
more about their with the client -can be costly
answer to -can be fixable with -the interviewer can
questionnaires. client bias client response
Documentation Review When wanting the -get comprehensive and -often takes much time
impression of how the historical information -info may be
program operates -doesn’t interrupt incomplete
without interrupting the program or client’s -need to be quite clear
program; is from a routine in the program about what looking for
review of applications, -information already -not flexible means to
finances, memos exists get data; data restricted
minutes, etc. -few biases about to what already exists
information
Observation To gather accurate -view operations of a -can be difficult to
information about how program as they are interpret seen behaviors
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a program actually actually occurring -can be complex to
operates, particularly -can adapt to events as categorize observations
about progress. they occur -can influence the
behaviors of program
participants
-can be expensive
Focus Group Explore a topic in depth -quickly and reliably -can be hard to analyze
through group dictation get common responses
e.g., about the reaction impressions -need a good facilitator
to an experience or -can be an efficient way for safety and closure
suggestion, to get much range and -difficult to schedule 6-
understanding common depth of information in 8 people together
complaints, etc.; useful a short time
in evaluation and - can convey key
marketing. information about
programs
Case Studies To fully understand or -fully depicts the -usually, quite a time
depict client’s client's experience in consuming to collect,
experiences in a program input, process, organize and describe
program and conduct and results -represents the depth of
comprehensive -powerful means to information, rather than
examination through portray program to breadth
cross-comparison of outsiders
cases.
Literature Review
Customer satisfaction: Qualities of brand characteristics that are offered by the company determine the
level of customer satisfaction. (Khan & Afsheen, 2012).
Customer satisfaction can be defined in terms of meeting the expectations of the customers in terms of
parameters associated with satisfaction (Malik & Ghaffor, 2012). According to Johan; the customer mind
is a complex set of thoughts and ideas and cannot be fully predictable by a human being.
Thorsten and Alexander (1997) found Customer satisfaction with the product and services of the
company as the strategic factor for competitive advantage. In the context of relationship marketing,
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customer satisfaction is the way that leads to long term customer retention because satisfied customers
have very high switching rate (Lin & Wu, 2011).
According to Zairi (2000), the feeling of accomplishment of inner desires is called satisfaction. Customer
satisfaction has a direct effect on customer loyalty (Mittal & Lassar, 1998). If product or service fulfills
the needs and demand of the customer, he will become satisfied and will be converted to loyal customer
and thus will add in customer equity of the company. Company profitability is not only depicted in its
balance sheet, but it is also measured on the basis of its sound customer base and lifetime value that
customers deliver to the company. Oliver (1993) suggests in his study customer satisfaction is the core
philosophy of the marketing strategy of any organization and plays a key role in organizational success.
In fact, customer satisfaction is the core principle of the modern tool of CRM being used by marketers to
attract and retain customers.
“Satisfaction can be regarded as a broad principle; support good quality is a component of satisfaction”
(Zeithaml & Bitner, 2003). Client satisfaction is usually defined through Oliver’s (1997) conditions: that
it's this consumer’s fulfillment result. It's a ruling that products or services featured, or these products or
services per se, comes with a pleasurable level of intake linked fulfillment. In other words, it does not
take the total level of wellbeing that has service /product knowledge. Full satisfaction is usually ordinarily
deemed as a general affective result resulting from the application of some sort of products or services
(Oliver, 1981).
1.Service quality: Ayse (2007) Top quality includes 2 main factors: (1) the merchandise fulfills wants or
even (2) around that levels it truly is free from insufficiencies (Juran, 1988). Service is kind of
performance that's proposed by 1 get together to an alternative and also within corporeality can be an
ought to part of it (Kotler & Keller, 2006). Through acknowledged the necessity associated with methods
associated with program excellent quite a few scientists most often make use of program excellent in
order to measure customer satisfaction Zeithaml (1985).
2.Product quality or reliability: Product quality has the same importance in the full-service restaurant
industry as like service quality. More you are reliable in terms of your product quality more customers
will be satisfied with your product. It is the part of Customer relationship management (CRM) that how
much your customer depends upon the reliability of your core product. Once the customer is satisfied
with the reliability of full-service restaurant, he would not only become a loyal customer but also will
become a brand ambassador and will add in customer equity of the restaurant.
3.Physical designs: On the view associated with actual physical layout, environment psychologists
declare that people answer areas along with two generals, and also opposite, types of actions: strategy or
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even prevention (Mehrabian & Russell, 1974). It is advised of which besides the actual physical
measurements of the organization attracting or even deterring assortment, the actual physical layout of the
organization can also influence the amount associated with accomplishment consumers to attain after
within (Darley & also Gilbert, 1985). This involves research about the “ambiance” (Bitner, 1992) which
is “artificial environment” and how it influences both clients and workers within the program process.
4.Price: Price has a significant role in selecting a product. For a company point of view, price is reward
or value given in return of need fulfillment to the company. Perceived customer expectations and price
should be in accordance with each other.
Skindaras (2009) we can discover a lot of merchandise on this planet possessing different price ranges
Project analysis of the report
gender
Cumulative
Frequency Percent Valid Percent Percent
Valid male 27 54.0 54.0 54.0
female 23 46.0 46.0 100.0
Total 50 100.0 100.0
The sample contained a total of 50 students. Of those students, specify their Gender. Male: 27 & Female:
23
The Valid Percent column displays the percentage of observations in that category out of the total number
of Male: 54% and Female: 46%
The Cumulative Percent column is the total percentage of the sample that has been accounted for up to
that row; it can be computed by adding all of the numbers in the Valid Percent column above the current
row: Male: 54% & Female: 54% + 46% =100%
age
Cumulative
Valid below 23 25 50.0 50.0 50.0
23-35 20 40.0 40.0 90.0
35-45 4 8.0 8.0 98.0
45-55 1 2.0 2.0 100.0
Total 50 100.0 100.0
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The sample contained a total of 50 students. Of those students, specify their Age.
The Valid Percent column displays the percentage of observations in that category out of the total Age
percentage of below 23=50%, 23-35=40%, 35-45=8%, 45-55=1%
row:
Below 23=50%; 23-35= 50%+40% = 90%; 35-45=50%+40%+ 8% = 98%;
45-55= 50%+ 40% +8%+2% = 100%
education qualification
Cumulative
Valid below SSC 1 2.0 2.0 2.0
HSC 11 22.0 22.0 24.0
Post graduate 14 28.0 28.0 52.0
Graduated 22 44.0 44.0 96.0
other 2 4.0 4.0 100.0
Total 50 100.0 100.0
The sample contained a total of 50 students. Of those students, specify their Education Qualification &
Results. In this observation number of Education Qualifications are:
Below SSC=1; HSC= 11; Postgraduate= 14; Graduate= 22; other= 2.
The Valid Percent column displays the percentage of observations in that category out of the total number
of Below SSC=2%; HSC=22%; Postgraduate= 28%; Graduate= 44%; other= 4%.
row: Below SSC=2%; HSC=2%+22%=24%; Post graduate= 24%+28%=52%; Graduate=52%+ 44%=
96%; other= 96%+4%=100%.
profession
Cumulative
Valid student 29 58.0 58.0 58.0
Govt. service holder 3 6.0 6.0 64.0
Private service holder 11 22.0 22.0 86.0
Businessman 6 12.0 12.0 98.0
other 1 2.0 2.0 100.0
Total 50 100.0 100.0
The sample contained a total of 50 professions. Of that classification, specify their Professions.
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The Valid Percent column displays the percentage of observations in that category out of the total
profession percentage of below Student=58%, Govt. service holder =6%, Private service holder =22%,
Businessman =12% and others= 2%
row: Below Student=58%, Govt. service holder =58%+6% =64%, Private service holder = 64%+22% =
86%, Business man = 86%+12% = 98% and others= 98%+2%= 100%
monthly income
Cumulative
Valid bellow 25000 36 72.0 72.0 72.0
25000-50000 7 14.0 14.0 86.0
50000-75000 4 8.0 8.0 94.0
75000-100000 2 4.0 4.0 98.0
above 100000 1 2.0 2.0 100.0
Total 50 100.0 100.0
The sample contained a total of 50 monthly income professionals. Of that employee, specify their
monthly income.
monthly income percentage of bellow 25000=72%, 25000-50000=14%, 50000-75000=8%, 75000-
100000=4% and above 100000= 2%
row:
Below 25000= 72%; 25000-50000= 72%+14%=86, 50000-75000=86%+8%= 94%,
75000-100000= 94%+4% = 98% and above 100000= 98%+2%= 100%
Monthly_visit_in_restaurant
Cumulative
Valid below 2 times 9 18.0 18.0 18.0
15
2-4 17 34.0 34.0 52.0
4-8 17 34.0 34.0 86.0
8-12 3 6.0 6.0 92.0
more than 12 times 4 8.0 8.0 100.0
Total 50 100.0 100.0
The sample contained a total of 50 people monthly visit to the restaurant. Of those people, specify their
monthly visit to the restaurant.
monthly visit in restaurant below 2 times= 18%, 2-4 times= 34%, 4-8 times= 34%, 8-12 times= 6% and
more than 12 times= 8%
row:
Below 2 times= 18%, 2-4 times =18%+34%=52%, 4-8 times=52%+34%= 86%, 8-12 times= 86%+6%=
92% and more than 12 times= 92%+8%= 100%
Taste_of_food_is_good
Cumulative
Valid Strongly Disagree 2 4.0 4.0 4.0
disagree 2 4.0 4.0 8.0
neutral 2 4.0 4.0 12.0
agree 16 32.0 32.0 44.0
strongly agree 28 56.0 56.0 100.0
Total 50 100.0 100.0
The sample contained a total of 50 people. Of those people, specify their taste of food.
The Valid Percent column displays the percentage of observations in that category out of the total taste of
food is a good percentage of below Strongly Disagree =4%, Disagree =4%, Neutral = 4%, Agree=32%
and Strongly Agree= 56%
row: Strongly Disagree=4%, Disagree =4%+4%=8%, Neutral =8%+4%=12%, Agree=12%+32%=44%
and Strongly Agree= 44%+56%=100%
The_restaurant_is_well_decorated
Cumulative
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disagree 2 4.0 4.0 8.0
neutral 7 14.0 14.0 22.0
agree 22 44.0 44.0 66.0
strongly agree 17 34.0 34.0 100.0
Total 50 100.0 100.0
The sample contained a total of 50 people. Of those people, specify their restaurant is well decorated.
Strongly Disagree =4%, Disagree =4%, Neutral = 14%, Agree=44% and Strongly Agree= 34%
row: Strongly Disagree =4%, Disagree =4%+4%=8%, Neutral =8%+14%=22%, Agree=22%+44%=66%
and Strongly Agree=66%+34%=100%
Sympathetic_handling_of_complains
Cumulative
disagree 1 2.0 2.0 4.0
neutral 14 28.0 28.0 32.0
agree 22 44.0 44.0 76.0
strongly agree 12 24.0 24.0 100.0
Total 50 100.0 100.0
The sample contained a total of 50 peoples. Of those peoples, specify their Sympathetic handling of
complaints.
Sympathetic handling of complains percentage of Strongly Disagree =2%, Disagree =2%, Neutral = 28%,
Agree=44% and Strongly Agree= 24%
row: Strongly Disagree =2%, Disagree =4%, Neutral = 32%, Agree=76% and Strongly Agree= 100%
Staff_have_the_food_and_beverage_knowledge
Cumulative
disagree 3 6.0 6.0 8.0
neutral 8 16.0 16.0 24.0
agree 22 44.0 44.0 68.0
strongly agree 16 32.0 32.0 100.0
Total 50 100.0 100.0
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The sample contained a total of 50 peoples. Of those peoples, specify their Staff has the food and
beverage knowledge.
The Valid Percent column displays the percentage of observations in that category out of the total Staff
have the food and beverage knowledge. Percentage of below Strongly Disagree =2%, Disagree =6%,
Neutral = 16%, Agree=44% and Strongly Agree= 32%
The_restaurant’s_furniture’s_are_well_furnished
Cumulative
Valid Strongly DisAgree 1 2.0 2.0 2.0
disagree 3 6.0 6.0 8.0
neutral 8 16.0 16.0 24.0
agree 21 42.0 42.0 66.0
strongly agree 17 34.0 34.0 100.0
Total 50 100.0 100.0
The sample contained a total of 50 peoples. Of those students, specify their The restaurant’s furniture’s
are well furnished.
The Valid Percent column displays the percentage of observations in that category out of the total the
restaurant’s furniture’s are well furnished. Percentage of below Strongly Disagree =2%, Disagree =6%,
Neutral = 16%, Agree=42% and Strongly Agree= 34%
Good_place_for_hangout_with_family
Cumulative
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disagree 5 10.0 10.0 12.0
neutral 9 18.0 18.0 30.0
agree 15 30.0 30.0 60.0
strongly agree 20 40.0 40.0 100.0
Total 50 100.0 100.0
The sample contained a total of 50 peoples. Of those students, specify their Good place for hangout with
family.
The Valid Percent column displays the percentage of observations in that category out of the total good
place for hangout with family. Percentage of below: Strongly Disagree =2%, Disagree =10%, Neutral =
18%, Agree= 30% and Strongly Agree= 40%
row: Strongly Disagree =2%, Disagree =12%, Neutral = 30%, Agree= 60% and Strongly Agree= 100%
Good_place_for_hangout_with_friends
Cumulative
disagree 2 4.0 4.0 6.0
neutral 7 14.0 14.0 20.0
agree 25 50.0 50.0 70.0
strongly agree 15 30.0 30.0 100.0
Total 50 100.0 100.0
The sample contained a total of 50 peoples. Of those peoples, specify their Good place for hangout with
friends.
The Valid Percent column displays the percentage of observations in that category out of the total place
for hangout with friends. Percentage of below Strongly Disagree =2%, Disagree =4%, Neutral = 14%,
Agree= 50% and Strongly Agree= 30%
row: Strongly Disagree =2%, Disagree = 6%, Neutral = 20%, Agree= 70% and Strongly Agree= 100%
Price_of_the_first_food_is_reasonable
Cumulative
disagree 3 6.0 6.0 12.0
neutral 10 20.0 20.0 32.0
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agree 22 44.0 44.0 76.0
strongly agree 12 24.0 24.0 100.0
Total 50 100.0 100.0
The sample contained a total of 50 peoples. Of those peoples, specify their Price of the first food is
reasonable.
The Valid Percent column displays the percentage of observations in that category out of the total Price of
the first food is reasonable. Percentage of Strongly Disagree =6%, Disagree =6%, Neutral = 20%,
row: Strongly Disagree =6%, Disagree =12%, Neutral = 32%, Agree= 32% and Strongly Agree= 76%
Staffs_have_good_communication_skills
Cumulative
disagree 7 14.0 14.0 18.0
neutral 9 18.0 18.0 36.0
agree 15 30.0 30.0 66.0
strongly agree 17 34.0 34.0 100.0
Total 50 100.0 100.0
Above table show sample size 50 of staffs have good communication skills. Where also 5 categories
Strongly disagree, disagree, neutral, agree, strongly agree.
In valid percentage column show staff communication skill five category percentage wise Strongly
Disagree =4%, Disagree =14%, Neutral =18%, Agree= 30% and Strongly Agree= 34%
In cumulative column show total percentage of the valid percent here, also percentage show category
wise and review or suggestion count total base Strongly Disagree =4%, Disagree =18%, Neutral = 36%,
Service_provided_by_the_restaurant_timely
Cumulative
disagree 5 10.0 10.0 20.0
neutral 4 8.0 8.0 28.0
agree 21 42.0 42.0 70.0
strongly agree 15 30.0 30.0 100.0
Total 50 100.0 100.0
20
Above table show sample size 50 of service provided by the restaurant timely. Where also 5 categories
In cumulative column show total percentage of the valid percent here also percentage show category wise
and review or suggestion count total base Strongly Disagree =10%, Disagree =20%, Neutral = 28%,
The_virtual_image_match_with_the_original_food
Cumulative
disagree 6 12.0 12.0 18.0
neutral 9 18.0 18.0 36.0
agree 14 28.0 28.0 64.0
strongly agree 18 36.0 36.0 100.0
Total 50 100.0 100.0
Above table show sample size 50 of the virtual image match with the original food. Where also 5
categories Strongly disagree, disagree, neutral, agree, strongly agree.
wise and review or suggestion count total base Strongly Disagree =6%, Disagree =18%, Neutral =36%,
Restaurant_provided_various_promotional_offers
Cumulative
disagree 8 16.0 16.0 22.0
neutral 5 10.0 10.0 32.0
agree 16 32.0 32.0 64.0
strongly agree 18 36.0 36.0 100.0
Total 50 100.0 100.0
Above table show sample size 50 of the restaurant provided various promotion offers. Where also 5
21
Most_of_the_restaurants_are_following_the_Bangladeshi_culture
Cumulative
disagree 6 12.0 12.0 22.0
neutral 13 26.0 26.0 48.0
agree 17 34.0 34.0 82.0
strongly agree 9 18.0 18.0 100.0
Total 50 100.0 100.0
Above table show sample size 50 of most of the restaurant are following the Bangladeshi culture. Where
also 5 categories Strongly disagree, disagree, neutral, agree, strongly agree.
Quality_of_food_is_good
Cumulative
disagree 5 10.0 10.0 14.0
neutral 9 18.0 18.0 32.0
agree 11 22.0 22.0 54.0
strongly agree 23 46.0 46.0 100.0
Total 50 100.0 100.0
Above table show sample size 50 of the quality of food is good culture. Where also 5 categories Strongly
disagree, disagree, neutral, agree, strongly agree.
22
Readymade_foods_are_available_in_restaurant
Cumulative
disagree 6 12.0 12.0 22.0
neutral 8 16.0 16.0 38.0
agree 18 36.0 36.0 74.0
strongly agree 13 26.0 26.0 100.0
Total 50 100.0 100.0
Above table show sample size 50 of readymade foods are available in the restaurant. Where
also 5 categories Strongly disagree, disagree, neutral, agree, strongly agree.
In valid percentage column show staff communication skill five category percentage wise
Strongly Disagree =10%, Disagree =12%, Neutral =16%, Agree= 36% and Strongly Agree=
26%
In cumulative column show total percentage of the valid percent here, also percentage show
category wise and review or suggestion count total base Strongly Disagree =10%, Disagree
=22%, Neutral =38%, Agree= 74% and Strongly Agree= 100%
Reasturent_has_Good_parking_facilities
Cumulative
disagree 14 28.0 28.0 36.0
neutral 7 14.0 14.0 50.0
agree 12 24.0 24.0 74.0
23
strongly agree 13 26.0 26.0 100.0
Total 50 100.0 100.0
Above table show sample size 50 of the restaurant has good parking facilities. Where also 5 categories
Location_is_Favorable
Cumulative
disagree 4 8.0 8.0 20.0
neutral 10 20.0 20.0 40.0
agree 15 30.0 30.0 70.0
strongly agree 15 30.0 30.0 100.0
Total 50 100.0 100.0
Above table show sample size 50 of Location is favorable. Where also 5 categories Strongly disagree,
disagree, neutral, agree, strongly agree.
The_presentation_of_food_is_satisfactory
Cumulative
disagree 3 6.0 6.0 14.0
24
neutral 9 18.0 18.0 32.0
agree 19 38.0 38.0 70.0
strongly agree 15 30.0 30.0 100.0
Total 50 100.0 100.0
Above table show sample size 50 of presentation of food satisfactory. Where also 5 categories Strongly
The_restaurant_provide_free_delivery
Cumulative
disagree 11 22.0 22.0 42.0
neutral 7 14.0 14.0 56.0
agree 13 26.0 26.0 82.0
strongly agree 9 18.0 18.0 100.0
Total 50 100.0 100.0
Above table show sample size 50 of the restaurant provide free delivery. Where also 5 categories Strongly
25
The_customers_are_more_affected_by_the_reviews_by_the_Bloggers
Cumulative
disagree 6 12.0 12.0 20.0
neutral 11 22.0 22.0 42.0
agree 17 34.0 34.0 76.0
strongly agree 12 24.0 24.0 100.0
Total 50 100.0 100.0
Above table show sample size 50 of the customers are more affected by the reviews by the bloggers.
Where also 5 categories Strongly disagree, disagree, neutral, agree, strongly agree.
You_are_confident_about_ingredients_of_the_foods
Cumulative
disagree 6 12.0 12.0 20.0
neutral 9 18.0 18.0 38.0
agree 17 34.0 34.0 72.0
strongly agree 14 28.0 28.0 100.0
Total 50 100.0 100.0
Above table show sample size 50 of the confident about ingredients of the foods. Where also 5 categories
26
The_restaurant_is_not_too_much_crowded
Cumulative
disagree 8 16.0 16.0 24.0
neutral 9 18.0 18.0 42.0
agree 18 36.0 36.0 78.0
strongly agree 11 22.0 22.0 100.0
Total 50 100.0 100.0
Above table show sample size 50 of the restaurant is not too much crowded. Where also 5 categories
The_space_of_the_restaurant_is_adequate
Cumulative
disagree 8 16.0 16.0 24.0
neutral 9 18.0 18.0 42.0
agree 12 24.0 24.0 66.0
strongly agree 17 34.0 34.0 100.0
Total 50 100.0 100.0
Above table show sample size 50 of space of the restaurant is adequate. Where also 5 categories Strongly
27
The_restaurant_has_Playground_facility_for_the_children
Cumulative
disagree 14 28.0 28.0 46.0
neutral 6 12.0 12.0 58.0
agree 8 16.0 16.0 74.0
strongly agree 13 26.0 26.0 100.0
Total 50 100.0 100.0
Above table show sample size 50 of the restaurant has a playground facility for the children. Where also 5
The_restaurant_has_provided_free_WIFI
Cumulative
disagree 6 12.0 12.0 26.0
neutral 6 12.0 12.0 38.0
28
agree 17 34.0 34.0 72.0
strongly agree 14 28.0 28.0 100.0
Total 50 100.0 100.0
Above table show sample size 50 of the restaurant has provided free WIFI. Where also 5 categories
The_Restaurant_Have_a_FamilyFriendly_Environment
Cumulative
disagree 5 10.0 10.0 18.0
neutral 12 24.0 24.0 42.0
agree 15 30.0 30.0 72.0
strongly agree 14 28.0 28.0 100.0
Total 50 100.0 100.0
Above table show sample size 50 of the restaurant has provided free WIFI. Where also 5 categories
29
The_Restaurant_Have_a_Sufficient_Selection_of_Healthy_Choices
Cumulative
disagree 3 6.0 6.0 14.0
neutral 10 20.0 20.0 34.0
agree 16 32.0 32.0 66.0
strongly agree 17 34.0 34.0 100.0
Total 50 100.0 100.0
Above table show sample size 50 of the restaurant have a sufficient selection of healthy choices provide
free WIFI. Where also 5 categories Strongly disagree, disagree, neutral, agree, strongly agree.
You_are_satisfied_with_food_proportion_to_price
Cumulative
disagree 3 6.0 6.0 12.0
neutral 11 22.0 22.0 34.0
agree 21 42.0 42.0 76.0
strongly agree 12 24.0 24.0 100.0
Total 50 100.0 100.0
Above table show sample size 50 of satisfied with food proportion to price. Where also 5 categories
30
Most_people_prefer_fast_food_as_well_as_their_status_symbol
Cumulative
neutral 12 24.0 24.0 30.0
agree 17 34.0 34.0 64.0
strongly agree 18 36.0 36.0 100.0
Total 50 100.0 100.0
Above table show sample size 50 of satisfied most people prefer fast food as well as their status symbol.
Where also 5 categories Strongly disagree, disagree, neutral, agree, strongly agree.
Disagree =6%, Neutral =24%, Agree=34% and Strongly Agree= 36%
In cumulative column show the total percentage of the valid percent here also percentage show category
wise and review or suggestion count total base Strongly Disagree =6%, Neutral =30%, Agree=64% and
Strongly Agree= 100%
Dining_area_is_clean
Cumulative
disagree 2 4.0 4.0 12.0
31
neutral 5 10.0 10.0 22.0
agree 24 48.0 48.0 70.0
strongly agree 15 30.0 30.0 100.0
Total 50 100.0 100.0
Above table show sample size 50 of the dining area is clean. Where also 5 categories Strongly disagree,
disagree, neutral, agree, strongly agree.
In valid percentage column show staff communication skill five category percentage wise
Strongly Disagree =8%, Disagree =4%, Neutral =10%, Agree= 48% and Strongly Agree= 30%
In cumulative column show the total percentage of the valid percent here also percentage show category
wise and review or suggestion count total base Strongly Disagree =6%, Neutral =30%, Agree=64% and
Strongly Agree= 100%
Appendix
Now a day’s we can show that has significant positive effects on consumer behavior of fast food.
We are students from the University of Asia Pacific. The purpose of this survey is to gain knowledge and
deep understanding the consumer behavior about fast food in Dhaka city. In this survey, we try to find out
consumer behavior about fast food according to their income, age gender, nature, perception, etc. Your
valuable opinion will help our research.
We ensure that your information will be kept confidential and we will use this only for our academic
purpose.
32
1. Gender
o Male
o Female
2. Age
o Below 25
o 25-35
o 35-45
o 45-55
o Above 55
3. Education Qualification
o Below S.S.C
o H.S.C
o Post Graduate
o Graduate
o Other
4. Profession
o Student
o Govt Service Holder
o Private Service holder
o Businessman
o Other
5. Monthly Income
o Below 25000
o 25000-50,000
o 50,000-75,000
o 75,000-100,000
o Above 1, 00,000
33
6. How many times you are visiting a fast-food restaurant in a month?
o Below 2 times
o 2- 4 times
o 4-8 times
o 8-12 times
o More than 12 times
7. Which restaurant do you prefer most?
=>
Please, Fill-up the following statements. Put Tick Mark on following blank box.
Strongly Agree (5), Agree (4), Neutral (3), Disagree (2), Strongly Disagree (1).
Statements Strongly Agree Neutral Disagree Strongly

Agree Disagree
1. Taste of food is good
2. The restaurant is well decorated
3. Sympathetic handling of
complains
4. Staff have the food and beverage
knowledge
5. The restaurant’s furniture’s are
well furnished
6. Good place for hang-out with
family
7. Good place for hang-out with
friends
8. Price of the first food is
reasonable
9. Staffs have good communication
skills
10. Service provided by the
restaurant timely
11. The virtual image of the food
34
exactly match with the original food
12. Restaurant provided various
promotional offers
13. Most of the restaurants are
following the Bangladeshi culture
14. Quality of food is good
15. Readymade foods are available
in the restaurant.
16. Reasturent has Good parking
facilities
17. Location is Favorable
18. The presentation of food is
satisfactory
19. The restaurant provides free
delivery
20. The customers are more affected
by the reviews by the Bloggers
21. You are confident about the
ingredients of the foods
22. The restaurant is not too much
crowded
23. The space of the restaurant is
adequate
24. The restaurant has a Playground
facility for the children
25. The restaurant has provided free
WIFI
26. The Restaurant Have a Family-
Friendly Environment
27. The Restaurant Have a Sufficient
Selection of Healthy Choices
28. You are satisfied with food
proportion to the price
29. Most people prefer fast food as
well as their status symbol
30. The dining area is clean
35
Conclusion
This study tested the model of customer satisfaction in the service restaurant industry of Bangladesh. The
results show that restaurant owners should focus more on these four factors of service quality, physical
design, product quality, and price. If the owners think that the customers are satisfied because of their
marketing strategy, then they might be wrong. Marketing strategy is surely a tool to bring customers but,
it can’t be used for bringing a customer to the restaurant for the second time. We can clearly conclude
from the results that; Service quality is very necessary for getting satisfied customers. Customers should
feel important; they should be felt valued by the service of the restaurant. Secondly, the decoration of the
restaurant is cardinal; it should look and smell hygienic. It is hard to gain customer gathering if the
restaurant doesn’t have good furniture or lighting. Now a day’s customers notice these little details.
The quality of the food must be excellent. We are living in 2019; everyone is concerned about the food
quality. People here in Bangladesh now have a nice idea about how a burger should taste or how a pizza
should taste. They are concerned about the food quality very much. This is the utmost ranked content for
gaining customer satisfaction.
36
Finally, Price. Bangladeshi customers are very price sensitive. Most of them want food to be excellent in
less amount of price. Most of the crowd in the cities call themselves foodies. Because they like to eat
outside, they try a different menu or cuisine. But if the price is too high then the restaurant will have an
unsatisfied customer.
37

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CONSUMER BEHAVIOR OF

FAST FOOD RESTAURANT

Consumer Behavior of fast food restaurant in Dhaka city

Md Esmail Hossain (14102037)

Mashiat Naila Jahan Promi (16102106)

Kazi Hasib Shuvo (16102112)

Nusrat Jahan Nabila (16102086)

Sayma Akter Sultana (16102077)

Lecturer, BBA Department

University of Asia Pacific

Md Esmail Hossain (14102037)

Mashiat Naila Jahan Promi (16102106)

Kazi Hasib Shuvo (16102112)

Nusrat Jahan Nabila (16102086 )

Sayma Akter Sultana (16102077)

Fast food Products

Objectives of The Study

ii. To study the purchase behavior of ready-to-eat food products.

iv. To study the factors influencing newly open restaurant preference.

Common Problems That Restaurants Business Faces

* What are your most profitable menu items?

* How much do you spend on labor compared to your restaurant sales?

* How much loss is involved in your inventory?

* Do you have sales goals? Are you meeting them?

* Engage in social media and digital marketing.

* Create a customer loyalty program.

Scope of Restaurant Business

* Accounting receipts, payments, profit, and loss, etc.

* Inventory and purchase system

* Housekeeping and property management

* Management information systems

* Guest reservation and order taking

* Excise books maintenance

The methodology of information collects

Method Overall Purpose Advantage Challenges

Project analysis of the report

7. Which restaurant do you prefer most?

Statements Strongly Agree Neutral Disagree Strongly

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