Rehana Qurban Ali
The Covid-19 pandemic, which began in late 2019, has slowed Pakistan's economy, and the government has asked citizens to comply with health rules as quickly as feasible. As a result, numerous fast-food restaurants, including national and international brands, witnessed revenues decline. Pakistan, without a doubt, is handling the Corona Virus better than many other developing countries. The primary aim of this study is to identify and evaluate the factors that impact customers' fast food choices in Karachi. In this study, the independent variables were food quality, service quality, price, perceived value, and brand image, whereas the dependent variable was consumer preference. In this study, descriptive and explanatory research designs were applied. The study used a sample size of 213 people. This is a quantitative study that collects data from fast food consumers in Karachi using an online questionnaire. To discover the link and effect between an independent variable and dependent variable, descriptive statistics, the data were evaluated using Pearson regression and correlation analysis. To process the data and determine the results of the data analysis, SPSS was adopted. During the epidemic of COVID-19, correlation analysis revealed strong connections between independent and dependent variables. According to the findings, consumer preference for fast food items is influenced by food quality, service quality, perceived value, and brand image. It suggests that while eating fast food, people are significantly more worried and aware of these concerns. Similarly, for the respondents in the survey, pricing had little or no impact on customer choice for fast food items.