Factors impacting on customer promotion acceptance in the fast food industry in Sri Lanka

Abstract

Fast food chains in Sri Lanka are a recently emerging industry which makes revolutionary transmutations within the frequent consumer patterns. The purpose of this research is to point out the factors which influence the consumers’ acceptance of promotions made by fast food restaurants. A total of 384 questionnaires were conveniently distributed among teenagers, youngsters, professionals and middle-aged consumers in the Colombo suburb via online platforms and physical modes. Data analysis was done using SPSS Version 26. The relationship between variables and their impact were identified by correlation and regression respectively. According to frequency distribution analysis the consumers in the age group of 25 to 35 are mostly interested in accepting promotion messages through SMS and Facebook. Further, out of respective promotion categories buy one get one free is the most outstanding promotion type among consumers. The study observed price, income, attitude and promotional deals as the significant factors for the acceptance of promotion. Also results revealed that price, attitude and promotional deals had a highly positive correlation with promotion acceptance rather than income. Due to the time constraint and Covid-19 pandemic, respective respondents were selected only from the Colombo region. The paper provides useful information and new insights for potential marketers and academicians about the factors to be considered in customer promotion message acceptance in the fast food industry.