Article Versions
Export Article
Research Article
Open Access Peer-reviewed

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

Md. Mahraj Uddin1,, Golam Sakaline2, Sahla Nawal Meem3, Runu Proma Das3

1Department of Industrial and Production Engineering, Shahjalal University of Science and Technology, Sylhet, Bangladesh

2Department of Industrial and Production Engineering, Bangladesh University of Engineering and Technology, Dhaka, Bangladesh

3Department of Industrial and Production Engineering, National Institute of Textile Engineering and Research, Savar, Bangladesh

American Journal of Applied Mathematics and Statistics. 2021, 9(3), 83-89. DOI: 10.12691/ajams-9-3-2
Received June 17, 2021; Revised July 24, 2021; Accepted August 04, 2021

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.

Keywords:

Kaiser-Meyer-Olkin's Measure, Bartlett’s Test of Sphericity, Cronbach’s alpha, composite reliability, exploratory factor analysis
[1]  Fast Food (2021). Wikipedia. Retrieved from https://en.wikipedia.org/wiki/Fast_food. Accessed 25 June, 2021.
 
[2]  Food in an urbanized world (2015). International Sustainable Unit, England. Retrieved from https://www.alnap.org/system/files/content/resource/files/main/food-in-an-urbanised-world-report-draft-february-2015.pdf. Accessed 27 June, 2021.
 
[3]  Jeong, E., Yang, Q., Lee, S., & Bosselman, R.H. (2019). Factors for non-Jewish consumers’ kosher food choice: An investigation of the food quality perception. Journal of Foodservice Business Research, 22, 529-548.View Article 
 
[4]  Nezakati1, H., Kuan, Y.,L., & Asgari, O. (2011). Factors influencing customer loyalty towards fast food restaurants.International Conference on Sociality and Economics Development, 10, 12-16.
 
[5]  Fast Food Restaurants in Dhaka City. (2021). Tripadvisor. Retrived from https://www.tripadvisor.com/Restaurants-g293936-c10646-Dhaka_City_Dhaka_Division.html. Accessed 30 June 2021.
 
[6]  Rabbi, F., Ahmed, T., Saha, A., & Sutradhar, P. (2013). Identification of Causes of Demand Variation And Its Impact On Sales Volume - An Exploratory Study In Processed Food Industry In Bangladesh. European Scientific Journal, 9(22), 386-406.
 
[7]  Duong, N. T., Le Hua Xuan, Q., Pham Thi, T. D., Pham, V. K., & Le, N. (2021). An Empirical Study on Consumer Behavior towards Food and Beverage Services in Vietnam. The Journal of Asian Finance, Economics and Business, 8(6), 297-304.
 
[8]  Kim, Y., Bergman, C., & Raab, C. (2010). Factors That Impact Mature Customer Dining Choices in Las Vegas. Journal of Foodservice Business Research, 13, 178-192.View Article 
 
[9]  Purwanto, A., Haque, M. G., Sunarsi, D., & Asbari, M. (2021). The Role of Brand Image, Food Safety, Awareness, Certification on Halal Food Purchase Intention: An Empirical Study on Indonesian Consumers. Journal of Industrial Engineering & Management Research, 2(3), 42-52.
 
[10]  Jekanowski, Mark D.; Binkley, James K.; Eales, James S. (2001). Convenience, Accessibility, And The Demand For Fast Food. Journal Of Agricultural And Resource Economics, 26(1), 58-74.
 
[11]  Richards, T., J., & Padilla,L. (2009). Promotion and Fast Food Demand. American Journal of Agricultural Economics, Agricultural and Applied Economics Association, 91(1), 168-183.View Article 
 
[12]  Serhan, M., & Serhan, C. (2019). The Impact of Food Service Attributes on Customer Satisfaction in a Rural University Campus Environment. International Journal of Food Science, 2019.View Article 
 
[13]  Gregory, S.,R., Smith, K.,D.,& Lenk, M., M. (1997). Factors contributing to internal customer satisfaction and commitment in quick service restaurants. Journal of Restaurant & Foodservice marketing, 2(4), 21-47.View Article 
 
[14]  Kim, Y.,S., Patrick, J., Moreo, & Ronnie, J., M., Y. (2006). Customers' Satisfaction Factors Regarding University Food Court Service. Journal of Foodservice Business Research, 7(4). 97-110.View Article 
 
[15]  Binkley,J.,K., & Bales,J. (1998).Demand for Fast Food Across Metropolitan Areas. Journal of Restaurant & Foodservice Marketing, 3(1), 37-50.View Article 
 
[16]  Oamen, T.E. (2021). An Exploratory Factor Analysis of Work-Attributes of Pharmaceutical Sales Workforce during COVID-19 Lockdown. Journal of Contemporary Research in Social Sciences, 3(1) 11-27.View Article 
 
[17]  Shrestha, N. (2018). Application Of Factor Analysis For Extracting Significant Factors Related To Futsal. International journal of Chemistry, Mathematics and Physics (IJCMP), 2(6), 59-61.View Article 
 
[18]  Goyal, A., & Singh, N.,P. (2007). Consumer Perception about Fast Food in India: An Exploratory Study. British Food Journal, 109, 182-195.View Article 
 
[19]  Islam, N., & Ullah, G. M. S. (2010). Factors Affecting Consumers Preferences on Fast Food Items In Bangladesh. Journal of Applied Business Research (JABR), 26(4).View Article 
 
[20]  Jahan,S., Alrajawy,I., Ali,S.,A., & Martin,P. (2021). Analysing The Impact of Globalisation On Business Performance: Case Of UAE Food Indus. International Journal for Quality Research, 15(2), 665-678.View Article 
 
[21]  Reio, T. G., & Shuck, B. (2015). Exploratory Factor Analysis: Implications for Theory, Research, and Practice. Advances in Developing Human Resources, 17(1), 12-25.View Article 
 
[22]  Izquierdo, I., Olea, J., & Abad, F. J. (2014). Exploratory factor analysis in validation studies: uses and recommendations. Psicothema, 26(3), 395-400.
 
[23]  Dziuban, C. D., & Shirkey, E. C. (1974). When is a correlation matrix appropriate for factor analysis? Some decision rules. Psychological Bulletin, 81(6), 358-361.View Article 
 
[24]  Cronbach, L. J. (1946). Response Sets and Test Validity. Educational and Psychological Measurement, 6(4), 475-494.View Article 
 
[25]  Matsunaga, M. (2010). How to factor-analyze your data right: do’s, don’ts, and how-to’s. International Journal of Psychological Research, 3(1), 97-110.View Article 
 
[26]  Cattell R. B. (1966). The Scree Test For The Number Of Factors. Multivariate behavioral research, 1(2), 245-276.View Article 
 
[27]  Cattell, R. B. (1952). Factor analysis: An introduction and manual for the psychologist and social scientist. New York: Harper.
 
[28]  Kaiser, H.F. (1970) A second generation little jiffy. Psychometrika, 35, 401-415.View Article 
 
[29]  Fornell, C., & Larcker, D. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39-50.View Article 
 
[30]  Pallant, J. (2010). SPSS survival manual: A step by step guide to data analysis using SPSS. Maidenhead: Open University Press/McGraw-Hill.