Socio - Economic Determinants of Fast Food Industry Growth in Pakistan

Abstract

The objective of this study is to identify the motivational factors that influence the behavior of consumers of fast food in Multan. The influence is further examined in detail giving due consideration to the demographic and cultural aspects. An attempt is also made to understand other factors which might impact the consumption practices of fast food customers in the country, including those related to health. The author collected primary data through a structured   questionnaires from 120 customers having education from graduation to doctorate level. They oftenly used fast food. The respondents were above 18 years of age. The data  analyzed using chi square test for variables and factor analysis for ranked attributes. Our resutls showed that most of the demographic variables have significant relationship with  fast food consumption behavior of the consumer and this is the reason that fast food industry is rapidly growing in Pakistan.

Keywords: Growth, Consumer Behavior, Fast Food