ABSTRACT
This study is an attempt to examine factors influencing customers patronage of fast food restaurants: A study of selected customers of fast food in Abia state, Nigeria. Specifically, the study provides empirical evidence on factors that Influence the behaviour of consumers towards patronising the fast food restaurants. It also determined the nature of relationship between fast food restaurants determinant factors and the behaviour of consumers towards patronising the fast food restaurants. Data were collected from two hundred and forty (240) customers of selected fast food restaurant using a structured questionnaire. Data collected were analysed using descriptive statistics (frequencies, percentages, mean, and standard deviation) and the linear regression model of the ordinary least square (OLS). Findings revealed that the Joint effect of the explanatory variables in the model account for 71.9% of the variations In the factors influencing the behaviour of consumers towards patronising the fast food restaurants six coefficients (service quality, atmospheric quality, perceived value, environment, consumer demographics and modernity) are significant at 10%, 5% and 1%. However, food quality, restaurant image, price and quick service are found not to be significant. Interestingly, only service quality, perceived value, consumer demographics and modernity have positive and significant relationship with the behaviour of consumers towards patronising the fast food restaurants in Abia state, Nigeria. Based on the analysis and findings of this study, the researcher therefore recommends that fast food restaurants operating in Abia state should endeavour to Improve their food quality so as to attract more patronage and also improve their restaurant Image; Atmospheric quality of the fast food restaurants operating in Abia state should also be considered by fast food restaurant operators before setting Up fast-food restaurants. This is important If they want to increase their patronage and fast food restaurants operators should create an environment with modem aesthetics and recreation. This is important in attracting the patronage of families with children who may want to eat out of their homes on weekends.
Disclaimer: Note this academic material is intended as a guide for your academic research work. Do not copy word for word. Note: For Computer or Programming related works, some works might not contain source codes
CITE THIS WORK
(2016, 05). Factors Influencing Customers Patronage Of Fast Food Restaurants In Abia State, Nigeria.. ProjectStoc.com. Retrieved 05, 2016, from https://projectstoc.com/read/7622/factors-influencing-customers-patronage-of-fast-food-restaurants-in-abia-state-nigeria-3963
"Factors Influencing Customers Patronage Of Fast Food Restaurants In Abia State, Nigeria." ProjectStoc.com. 05 2016. 2016. 05 2016 <https://projectstoc.com/read/7622/factors-influencing-customers-patronage-of-fast-food-restaurants-in-abia-state-nigeria-3963>.
"Factors Influencing Customers Patronage Of Fast Food Restaurants In Abia State, Nigeria.." ProjectStoc.com. ProjectStoc.com, 05 2016. Web. 05 2016. <https://projectstoc.com/read/7622/factors-influencing-customers-patronage-of-fast-food-restaurants-in-abia-state-nigeria-3963>.
"Factors Influencing Customers Patronage Of Fast Food Restaurants In Abia State, Nigeria.." ProjectStoc.com. 05, 2016. Accessed 05, 2016. https://projectstoc.com/read/7622/factors-influencing-customers-patronage-of-fast-food-restaurants-in-abia-state-nigeria-3963.
- Related Works
- Problem And Prospects Of Retail Marketing In Imt (a Case Study Of Nkutume)
- Promotion As A Strategic Instrument In The Sales Of Malt Drinks (a Case Study Of Guinness Nigeria Plc Enugu Metropolis)
- The Role Of Nigeria Export Promotion Council (nepc) In Export Promotion In Nigeria (a Case Study Of Enugu Zonal Office)
- Causes And Effects Of Tax Evasion And Avoidance On The Economy (a Case Study Of Board Of Internal Revenue In Abia State)
- The Effectiveness Of Personal Selling Strategfies In Marketing Of Capital Goods Case Study Of Anamco Ltd Enugu
- The Impact Of Nafdac On The Consumption Of Consumer Goods (beverage) In Nigeria
- Distress In Banking Sector How To Avert Future Occurrence
- The Effectiveness Of Personal Selling In The Marketing Of Industrial Product In Enugu Metropolis (a Case Study Of Emenite Nigeria Plc)
- Effective Promotional Strategies For Operations Of Hair Dressing Saloon In Enugu Metropolis (a Case Study Of After 8 Saloon)
- The Impact Of Market Segmentation And Product Positioning In A Service Industry