Browsing by Author "Shifana, A.M."

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    Consumer attitudes and buying behavior in fast food restaurants: with special reference to Colombo City, Sri Lanka
    (Uva Wellassa University of Sri Lanka, 2015) Shifana, A.M.; Fernando, P.I.N.
    Attitude as one of the internal environmental factors, can affect a person's decision to purchase the product. Consumer attitude is a response or assessment given by consumers consistently, favorable or unfavorable, positive or negative, like it or not, agree or not to an object. Verdurme and Viaene (2003) describe an attitude as the psychological tendency of a person to respond or behave, in a consistently positive or negative manner with respect to a stimulus as a result of their attitude toward that stimulus. Accordingly people are having negative or positive attitudes and consumers may act against their own interest. Therefore proper understanding of consumers is important to explore the consumer attitudes towards the buying behavior. Consumers’ choice and buying behavior of particular products depend on many factors: as quality, variation, location, price, environment, etc. The attitude plays a fundamental role in consumer behavior field, because it determines his disposition to respond positively or negatively to an institution, person, event, object or product (Azjen and Fishbein, 1980). The study stated how these consumer attitudes are influences on their buying behavior. In present context, fast food restaurants and its consumption are rapidly growing with the people’s hard-working professional living, and busy life styles in all over the world. There are large numbers of fast food restaurants available in Colombo city. Consuming fast foods has become a recent trend among upper society, teenagers and youth have also increased and the fast food has won the palate of those groups.Ritzer (1996; 2002) and Schlosser (2002) argue that fast food can be seen as a powerful symbol of globalization and post- modern society and few countries of the world seem immune to its apparent attractions. The main objective to assess the relationship between consumer attitude and buying behavior towards fast food restaurants in Colombo city Sri Lanka. Secondary objectives are to find out the factors influencing on consumer attitudes and most significant factor and salient beliefs which influenced on buying behavior towards fast food restaurants. Methodology The target population of this study represents the consumers of the fast food restaurants in Colombo city. There are 104 fast food restaurants in Colombo city, out of these 104 fast food restaurants researcher selected 34 restaurants in order to represent the population size and 90 consumers selected from 34 restaurants. In this study primary data was collected through structured questionnaires among the consumers of the fast food restaurants in Colombo city. In addition Cronbach’s alpha test was conducted assures the reliability of questions. To analysis the data descriptive statistic, correlation analysis, analysis of variance (one way ANOVA), and independent samples T test and regression analysis were used.
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    An Empirical study on Consumer attitudes and Buying Behavior in Hotel Industry in Sri Lanka (With Special Reference to Fast Food Restaurants in Colombo City)
    (Uva Wellassa University of Sri Lanka, 2014) Shifana, A.M.
    An attitude is a predisposition to evaluate an object or product positively or negatively. People form attitudes towards products or services that often Determine whether will purchase them or not. There is a questionable link between a positive attitude towards a product and the purchasing behaviour (Solomon, 2004), With reference to the past research findings it was clear that, there are contradictory ideas in relation to the consumer attitudes and buying behaviour and this matter has poorly been researched in the Sri Lankan context. In order to finding the solution of that this study presents a new conceptual framework to measuring consumer attitudes compares it straight to purchasing behaviour, to verify if there is a relationship between these two variables. In order to achieve that, primary data were gathered through a questionnaire from 90 consumers of a fast food restaurant in Colombo city Sri Lanka.ln this study demographical factors analyzed through descriptive analysis and regression analysis, correlation coefficient analysis used as tool for evaluate the relationship between consumer attitude and buying behavior. Further to find out the relationship between demographic factors and buying behavior t test and one way ANOVA were used. The research findings revealed that there is relationship between consumer attitude and buying while having a strong positive correlation. When considering other variables which influenced on both consumer attitudes and buying b4haviour, they illustrates the positive weak relationship. Moreover according to the one way,ANOVA and t test analysis there is statistically difference between buying behavior in terms of education, occupation, household income and • monthly expenditure. As well as there is no statistically difference between buying behaviour in terms of gender, age and marital status. FinAlly, this study recommends to the fast food restaurants to focus on the salient beliefs of th6 consumer attitudes toward the fast food restaurant in order to be success.