Abstract:
Fast food is one of the most pronouncing words in the world and it is one of the fastestgrowing sectors in the food industry. Fast food could be identified as the mostly
purchased foods in the quick service restaurants format due to its unique attributes such as
convenience, taste, and lower price. The main objective of this study was to identify the
difference between the impact of brand image on consumers’ buying behavior of
“Residents” and “Non-residents” in the Colombo district. This research was carried out as
a comparative study that compares resident and non-resident fast-food consumers. The
convenient sampling and purposive sampling methods were followed and 150 resident
and non-resident respondents in the Colombo district were interviewed with a structured
questionnaire. As the analytical methods, descriptive statistics and regression were used.
The results of the study indicated that there was a positive significant impact of the brand
image on consumers’ buying behavior of both groups. Since this study found that Pizza
Hut is the most preferable fast-food brand, it is recommended that foods like Pizza may
be profitable type of fast food. Furthermore, brand attitudes and perceived benefits were
the key influential factors for consumers’ buying behavior. Hence, it can be
recommended that, when marketing a brand, it is necessary to concern about
advertisements, functional, and experimental benefits. Future researchers can focus on
different areas in the local context and can access the impact of brand equity, different
promotional tools towards consumers’ buying behavior.
Keywords: Consumers’ buying behavior, Brand Image, Brand attitude, Brand attribute
and Perceive benefits
