Eating at fast food restaurants: an application of Fishbein's Behavioral Intention Model

Abstract

In this study Fishbein's Behavioral Intention Model is applied to Bilkent Unive r s i t y students' attitudes toward eating at three different fast food restaurants in A n kara in order to analyze their intentions and behaviors as c o n sumers and reach implications for these restau r a n t s in a m a r k e t i n g context. The study is b a s ically c o n ducted through a survey whi c h required the completion of a qu e s t i o n n a i re m a i n l y consi s t i n g of questions in Likert and Semantic D i f f e rential format. The results show that intentions to vis i t a p a rticular fast food r e staurant is mu c h mo r e in control of personal attitudes while in v i s i t i n g frequency the s u bjective norms tend to gain more importance.