Determinates Of Attitudes Of Customer Towards Fast Food Case Of Addis Ababa

The general objectives of the study were, to determine the effect of factors of customer’s attitudernon customer’s attitude at fast food restaurants in Addis Ababa. The research design used in thernstudy was descriptive study and explanatory research design, because descriptive design wasrnappropriate for the achievement of the research objectives to show or describe the existingrnrelationship between factors and customers attitude, and explanatory research design used tornexamine the relationship between factors and customers attitude by developing the workingrnhypotheses from an operational point of view. The population for the study was infinity and arnsample size of 384 respondents was selected. Questionnaire was used as an instrument to collectrnprimary data for this study and out of 384 questionnaires distributed 366 of the respondentsrnwere retrieving from the respondents. The data analyzed with descriptive and inferentialrnanalysis, and the result presented with tables and charts. Among the main finding of the studyrnwas that from the five factors of customer’s attitude, which are quality, atmosphere,rnaffordability, promotion, cultures have significant positive effect on customers attitude. Attituderntowards fast food varies significantly across educational categories while it is indifferent torngender. Again, it was conclude that the level of customer’s attitude regarding to the overallrnfactors of attitude was low. The study recommends that the quality, atmosphere, affordability,rnpromotional and culture is an important factor for customers attitude. Those factors help tornimprove customer’s usage rate and create good attitude towards the restaurants.

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