Factors Influencing Consumers in Choosing International Outlets of Fast Food: effects of extrinsic cues

Abstract

After a number of exploratory researches, it was needed to come up with some solutions rather than just to get the insight. And my mission starts from that realization through the selection of topic 'Factors influencing consumers while choosing international fast food outlets: Effect of Extrinsic Cues'- Bangladesh Perspective. In this purpose my concentration goes for the fast food product after conducting an effective exploratory research through the frequency distribution where I have included 10 questions verbally to get the primary idea about the perception of choosing fast food product while going to international outlets from 20 respondents. The respondents are the students belong to the Business School from East West University situated in Dhaka at Mohakhali and employee of Grameenphone Ltd,contact centre that situated in Dhaka at khilkhet. Then with the idea and knowledge from this research, I proceed further to give a conclusion about my project topic. Through the random sample selection process and according to supervisor's approval I select 50 samples from population of the same university and office including those respondents of exploratory research. This questionnaire consists of 29 questions. Amongst the 26 items constructed to get the data, one item with six sub-items was for dependent variable and the other twenty five items were for the independent variable and other 3 are for demographic use. The regression analysis has been used here for the analysis of the data. Finally I have come to the conclusion that two factors out of six have an impact over consumption decision of the consumer.