Abstract:
Crispy chicken has become one of the most popular fast food choices among Sri Lankan
consumers, particularly within rapidly urbanizingareas such as the Dompe DS Division in
the Gampaha District. As competition among food outlets increases, understanding what
specific product attributes influence consumer preferences has become essential for
businesses aiming to attract and retain customers. The research aimed to identify the role
of key product attributes such as quality, price and brand in shaping consumer preferences
for crispy chicken products in the Dompe Divisional Secretariat (DS) Division of Gampaha
District, Sri Lanka and how these attributes influence consumer purchasing behavior and
willingness to buy within the fast growing processed food sector. A quantitative research
design was adopted, using a pre tested structured questionnaire distributed to 100
respondents. Data were analyzed using descriptive statistics and regression analysis
through IBM SPSS version 22.0.The demographic analysis revealed Ihat66%o respondents
were female, and the majority (30%) were 24-35 years of age. The regression model
explained 56.8% of the variation in consumption (R Square:0.568). Findings revealed
that price (p : 0.001) and brand (p : 0.000) had a significant positive influence on
consumer preference for crispy chicken, while quality (p:0.218) showed an insignificant
relationship. Among the significant prediciors, brand exerted the strongest effect,
indicating that consumers' trust and perception of brand reputation play a crucial role in
their purchasing decisions. Additionally, demographic factors such as age, income and
education contributed to variations in consumer behavior. The results highlight that
affordability, promotional strategies, and strong brand identity are key to enhancing market
competitiveness and customer loyalty. The study recommends that manufacturers and
marketers focus on maintaining consistent quality, implementing competitive pricing
strategies and strengthening brand reputation to better meet consumer expectations. The
findings contribute to the limited body of locahzed research on fast food consumption
patterns in Sri Lanka and provide insights for future studies on consumer loyalty, value
perception and market expansion strategies in the poultry based food industry.
Keywords: Brand; Consumer Behavior; Consumer Preference; Price; Quality; Regression
Analysis
