iarjbmIARJBMIARJBM2708-5147https://doi.org/10.47310/iarjbm.2021.v02i02.037Factors Forming Favorable Consumer Attitude towards the Fast Food Restaurants in Bangladesh - A Study on Pizza HutMahmudUllahFahimaKhanamMd.OmarAl-ZadidIncreasing demand of fast food in Bangladesh over the last couple of decades had immense impact on the country’s cultural and socio-economic scenario. Mostly the teenagers consume lots of fast food of different varieties because of its convenience in terms of saving time and toil and being tasty. Brand name, good will, location, and environment of a fast food chain/restaurant, quality, variation, and price of its food; and some other ignored but important factors determine the inflow of customers into their stores. Only the consumers can tell the best why they visit a specific fast food restaurant. This paper attempts to identify the reasons why consumers prefer to visit Pizza Hut in Bangladesh to measure the level of overall attitude they hold about this fast food chain. The authors try to analyze the important factors responsible to shape that attitude, identify the inhibiting issues in the process of forming positive attitude and suggest possible recommendations to resolve those issues. Responses received from 120 consumers in Dhaka on some salient features of their consumption choice, have been analyzed by using Fishbein Multi-Attribute Attitude model. The most favorable attitude has been formed by the store environment and the least by the price and location of the stores. Consumers give highest importance to food quality and are ready to pay appropriate price for it, even if the apparent price may seem high.