Abstract:
This explorative study conducted to identify factors affecting on consumers fast foods buying
behavior with special reference to Pizza Hut outlet in Anuradhapura city area. The study population
represented by each and every customer located in Anuradhapura city area and representative
sample was selected including school children to foreigners and entrepreneurs those who have
consumed pizza. 114 members out of 120 responded to the researcher, where they ware
contributed to examine nine variables was Location, Atmosphere, Sales Persons Behavior,
Awareness, Price, Quality, Image, Promotion, Fast Service with demographic variables and the
required data was collected through structured questionnaires. Data was analyzed through
descriptive techniques where percentages, mean, standard deviation, t test and cross tabulation
ware facilitated. At the end researcher identified that all factors ware significant towards consumer
buying behavior but related to the selected region customers was not satisfactory awareness about
various brands of pizza, culture of pizza; location was confused on parking and low freedom even
with atmosphere. And they enjoyed their image though consuming pizza appreciating sales person
behavior but pricing, nutrition and promotion ware somewhat deviated on consumer expectation
related to the analysis. Finally researcher suggested to change location of pizza outlets and
commented to increase awareness of consumers related pizza culture.
