Consumer perceptions and behavior towards fast food businesses
Description
Cleaned raw data in Excel csv collected on consumer perceptions and behavior towards fast food businesses in Zambia. The dataset includes a closed ended questionnaire with four sections enough to answer all the 3 research questions. The questionnaire was distributed in such a way that it included all the sections of the 2 cities of Lusaka and Kitwe in order to have a very representative sample of the population in the urban parts of the 2 cities where fast food businesses are established. The data gathered using a an online Google questionnaire had likert scale items that answered three main questions on perception, behavior and purchase intentions of fast foods with an overall objective of providing a descriptive analysis of the consumer perceptions, behaviors and intention to purchase fast-foods in Zambia. Needless to state that the dataset also captured some socio-economic and demographic characteristics of consumers with codes such as 1 for males and 2 for females. Apart from the demographics section, all the other 3 sections of the questionnaire had likert scale levels that captured levels for 1=strongly disagree, 2=disagree, 3=neutral, 4=agree, 5=strongly agree. Factor analysis was then conducted using SPSS IBM version 23 in order to have a deep understanding of the role each item captured in the questionnaire played. Reliability and consistency of the data was done using Cronbach Alpha which had a significant value of 0.7. One of the notable findings was the fact that consumption of fast food increased by 54%, post Covid-19 pandemic. This simply means that there has been an increase in the demand for fast food in Zambia after the end of Covid-19. It is therefore, viable to increase investment in fast food businesses in Zambia in order to meet up with the increased demand for fast food. Lastly but not the least, the dataset can be used to conduct a descriptive analysis study of the 2 major cities of Zambia (Kitwe and Lusaka) in the fast food industry. There is also potential to expand the study in order to understand more about the consumer behavior and perceptions.