Consumer Behaviour Towards Fast Food in Qatar
Sara Mohammad Al-Saai
MBA student, College of Business and Economic, Qatar University.
Rami Zeitun*
* Corresponding Author. Dr. Rami Zeitun, Department of Finance and Economic, College of Business and Economic, Qatar University. Emails: r_zaiton2005@yahoo.com and rami.zeitun@qu.edu.qa. Abstract This study aims to identify the motivational factors that influence the behaviour of consumers of fast food in Qatar. The influence is further examined in detail giving due consideration to the demographic, lifestyle and cultural aspects. An attempt is also made to understand such other elements which might impact the consumption practices of fast food customers in the country, including those related to health. This study was carried out through the use of primary research in the form of questionnaires. The sample consists of 120 respondents, who are students of University of Qatar and employees of Barwa Company. The respondents were above 18 years of age. The responses are tabulated and analyzed using chisquare test for variables and factor analysis for ranked attributes. The analysis showed that most of the demographic and lifestyle variables do not have significant association with the fast food consumption behavior of the respondents, with a few exceptions. On the other hand, the occupation of the respondents is associated with the regularity of fast food consumption. Similarly, the favorite fast food varies with the gender, nationality and marital status of the respondents. The factors that are helpful in choosing a fast food restaurant change with gender, age and occupation of the sample. Married respondents prefer take-away chiefly, while the rest of them like to dine-in. Locality and proximity are the contributory factors in makingfast food restaurant choice andwithin a restaurant, taste and preparation aspects are of high priority for the consumers. Though the health implications of fast foods bother a...