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Comparative Descriptive Analysis of Consumer Perceptions and behavior towards Fast Food Businesses. A Case of Lusaka and Kitwe Districts of Zambia

Author

Listed:
  • Muchuu Bravo

    (PhD. Student, Department of Business Economics, Mendel University, Brno, Czechia)

Abstract

This study aimed to conduct a comparative descriptive analysis of Zambian consumers’ perceptions and behavior toward fast food in Lusaka and Kitwe districts. Using a cross-sectional survey research design, data were collected online via Google Forms and a total of 430 questionnaires were analyzed using Excel and SPSS. Factor analysis was performed on Likert scale variables and similar results on all variables were obtained between the two districts. It was found that children at home influenced the purchase of fast foods in the 2 districts and therefore, the study recommended that fast food operators in both Lusaka and Kitwe districts ought to make their food premises child friendly because they should expect consumers visiting their businesses with children. It is also highly recommended that fast food businesses in Zambia should increase the supply of fruits and vegetables, and local foods. It is further recommended that fast food businesses should consider increasing home deliveries and provide spacious seating space for consumers.

Suggested Citation

  • Muchuu Bravo, 2024. "Comparative Descriptive Analysis of Consumer Perceptions and behavior towards Fast Food Businesses. A Case of Lusaka and Kitwe Districts of Zambia," Management Theory and Studies for Rural Business and Infrastructure Development, Sciendo, vol. 46(4), pages 570-584.
    • Handle: RePEc:vrs:mtrbid:v:46:y:2024:i:4:p:570-584:n:1011
    DOI: 10.15544/mts.2024.52
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    More about this item

    Keywords

    descriptive analysis; consumer perception; consumer behavior; fast food business; cross-sectional.;
    All these keywords.

    JEL classification:

    • D80 - Microeconomics - - Information, Knowledge, and Uncertainty - - - General
    • D41 - Microeconomics - - Market Structure, Pricing, and Design - - - Perfect Competition
    • D03 - Microeconomics - - General - - - Behavioral Microeconomics: Underlying Principles
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • M20 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - General
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General

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