Difference in Beliefs, Consumer Attitudes towards Fast Food Restaurants in Gwalior Region

Pratima Singh

Abstract: Fast food becoming popular day-by-day in Gwalior with globalization. Prior study identified customer attitude towards fast food restaurants. The study was conducted at Domino-s, Pizza Hut and McDonalds of Gwalior region. Primary data was collected by using survey method (n = 60). To achieve the objective of the study salient beliefs taker were atmosphere, food quality, price, service quality, staff behavior and order placement time. Fishbein multi-attribute was used to test customer-s belief and evaluation towards these fast food restaurants. Five point likert scales was used in the questionnaire. Statistical tool used was paired t-test for comparing customer attitude towards each fast food restaurants individually. Results indicate that customer attitude towards each fast food restaurants differs in Gwalior region and hypotheses were rejected.

Keywords: Fast food, Customer attitude, Fishbein multi-attribute model, Salient beliefs, Paired t-test, Descriptive Statistics.