Assessing Implicit Causes of Fast-Food Demand Fluctuation Through Facilitating an Exploratory Factor Analysis

Abstract

The demand for food especially in the fast-food sector has changed remarkably over the last decade among Bangladeshi consumers due to its economic growth. So, demand variation is a key issue among businessmen to satisfy the customers’ demand. To understand and keep track of the challenges, this study investigates the underlying significant causes of demand variation. To perform the research, a total of 333 respondents were interviewed with a 14-item structured questionnaire. In this study, Kaiser-Meyer-Olkin's and Bartlett’s test of Sphericity are used to measure of sampling adequacy and assess the factorability of the data, respectively along with calculating Cronbach’s alpha and composite reliability. The outcomes of exploratory factor analysis extracted the most significant 11-item and ranked them into 4 different structured factors. Besides, the findings of this study could assist practitioners to become more competitive in the current business practices as demands for fast food products vary daily.