Factors influencing on consumers’ fast-food consumption preferences: an empirical study on Facebook users in Dhaka City, Bangladesh

Abstract

The growing usage of Facebook and Facebook users in Dhaka city Bangladesh provides an insightful impact on changing fast-food consumption preferences. This research focuses on influential factors of fast-food consumption that consumers keep in mind while purchasing. The social cognitive theory has been applied to get insightful ideas while fast food consumption. The study findings indicate that social factors, personal factors, and service quality factors are the three dominant factors that influence Facebook users' fast-food consumption preferences. To collect the data nonprobability sampling technique convenient sampling was used and 300 respondents considered analyzing purposes. SPSS 20.0 software was used to analyze the data; both descriptive and inferential statistics (reliability test, factor analysis, ANOVA test) applied. The results found significant and supported the proposed hypotheses of this study