Favorable ensures the frequent visit of a

Favorable buying decisions are generated by favorable attitudes. Based on thisbackground, the current study aims to explore the consumer attitude towards the fast foodrestaurants in Bangladesh. Previous studies those were conducted on consumer attitudestowards fast food restaurants solely focused on consumer preferences of fast food items.However, very few studies, as far as known, were conducted to explore consumer attitudestowards services of fast food restaurants.So, it seems rational to probe into the consumer attitudes coming from deep in their mindstowards Pizza Hut by considering the underlying variables. The components of the definedproblem are:- consumer attitude, price, quick service, environment, location, food quality.Favorable buying decisions are generated by favorable attitudes. Based on thisbackground, the current study aims to explore the consumer attitude towards the fast foodrestaurants in Bangladesh. Previous studies those were conducted on consumer attitudestowards fast food restaurants solely focused on consumer preferences of fast food items.However, very few studies, as far as known, were conducted to explore consumer attitudestowards services of fast food restaurants.So, it seems rational to probe into the consumer attitudes coming from deep in their mindstowards Pizza Hut by considering the underlying variables. The components of the definedproblem are:- consumer attitude, price, quick service, environment, location, food quality.Background of the StudyThe purpose of the study is to measure consumer attitude towards Pizza Hut which maylead to a better understanding of the importance of each independent variable in order thatthey may form a positive attitude in the minds of the consumers.This is obvious that customers have some feeling towards a restaurant- good or bad- interms of some measurable variables. These variables generally form the attitude of aconsumer towards that restaurant. Some consumers might feel that the price is too high forhim. Some might visit that restaurant again and again because he or she might feel that theprice is perfectly reasonable. Some consumers think that the environment of a restaurant isnot at all up to the mark. So, he or she avoids that particular one. To some consumers theenvironment of a restaurant might seem heavenly. Customer service is often a criticalfactor that ensures the frequent visit of a consumer. Some consumers hate a particularrestaurant because of poor customer service. The quality of food is also a great indicator towhether a restaurant is preferred by a consumer to another or not. Thus countless factorswork as reinforcements on whether a restaurant will be preferable or not. However, thesefactors are confusing at times. As far as it is known that price is an important factor thatforms consumer attitude towards restaurants. Furthermore there is obvious debate over thetwo concepts- people choose high price restaurants to feel aristocratic vibes or they chooselow price restaurants to spend less. And at this age of show-offs through Facebook orInstagram, price has been a more confusing variable than ever even when considering themiddle class people of a developing country like Bangladesh. Besides, customer service isalso a considerable factor while measuring consumer attitude of service industry.However, sometimes service expectations are noticed to be sacrificed at a lower price bysome consumers. So, considering all of these things, this is still not clear that actuallywhich particular factors, to which extent, are meant to be present in service industry suchas fast foods, in order to form positive consumer attitude.If consumer attitude is not at all good towards a restaurant, it faces poor number of visits.On the contrary, positive consumer attitude results in more and more visits by widespreadword of mouth.Needless to say that consumer attitude must be measured if a restaurant aims to go oncontinuous development. Perfectly measured consumer attitude gives the restaurant apossible direction to how it should make changes in its services offered, to what extentwhich aspects it should give more emphasis on, which aspects it is doing well in and howto achieve overall customer satisfaction.Thus it is necessary to identify the attitude of the fast food consumers towards therestaurants. In simple terms attitudes are a representation of our likes and dislikes.However attitudes go beyond this and have been described as a lasting, general evaluationof people (including oneself), objects, advertisements or issues’ (Solomon, M.R. et al,2006, page 138).In this study, it will try to identify various factors that are important to consumers whenthey actually rate Pizza hut as a fast food restaurant. It will also conduct research on whatis the consumer attitude towards Pizza Hut and try to numerically explain the overallsituation.The information needed for the study is the set of consumers’ opinions about the price,quality of food, quick service, environment and location of Pizza Hut branches in Dhaka.The information will be collected through a questionnaire and tabulated from it. Then thereasonability of price, quality of food, quickness of service, comfort of the environmentand convenience of location will be numerically evaluated from the answers of therespondents. On the basis of these numerical values of variables the overall consumerattitude towards Pizza Hut will be determined. Thus the information will be used indecision making.