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

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.