CONSUMPTION BEHAVIOUR AND PERCEPTIONS OF FAST FOODS CONSUMERS IN OWERRI METROPOLIS

ABSTRACT

This study was to identify the consumption behaviour and perceptions of fast foods by consumers in Owerri metropolis. The specific objectives are to; determine the socio-economic/demographic characteristics of the respondents; determine how fast food items are perceived relative to ‘standard’ foods; determine the frequency of fast food restaurant patronage by the respondents; determine the factors that affect the consumer decision to patronize fast food restaurants; Make policy recommended based on the study. Convenience sampling technique was used to select the respondents. The data for this study was collected from primary sources. The primary data was collected through interview with the aid of a well-structured questionnaire. After carrying out this research the collected data was analysed using descriptive statistics such as tables and simple percentage frequency distribution and standard deviation to analyse the research objectives. Findings from the result revealed that both gender patronized fast foods. Fast foods were patronized more by singles than married, widowed and divorced; as the age of the consumers increased there was a decrease in the patronage of fast foods. It was found that consumers with tertiary level of education patronise fast foods more than their counterparts; it was also revealed that corporate employees patronise fast foods more and that most of the consumers were accompanied by their co-workers; fast foods were consumed majorly during lunch hours most times these fast foods were taken in takeaway packs. It was found that the major reason consumers patronized fast foods is not because of lack of time or as a meeting place for business but because of the taste. From the result it can be concluded that there is booming fast foods establishments in Owerri metropolis and the consumers appreciate fast foods therefore the fast foods should maintain good and balanced nutrition by reducing the amount of salt, fats and calories in their meals, maintain a sustainable clean hygiene and severe environment, endeavour to prepare more of the traditional Nigeria dishes with native and indigenous ingredients. This will help in promoting the rich and diverse nutritional culture of the nation since the restaurants had become the major eateries for Nigerians both young and old. 

TABLE OF CONTENT ﾿

TITLE PAGE    ﾿ i

APPROVAL PAGE ﾿ ii

CERTIFICATION ﾿ iii     

DEDICATION ﾿ iv  

ACKNOWLEGEMENTS  ﾿ v 

LIST OF TABLES  ﾿ vi  

ABSTRACT ﾿ vii                                                                    ﾿

CHAPTER ONE

1.0 ﾿ INTRODUCTION ﾿ 1

1.1 ﾿ Background of the Study ﾿ 1

1.2 ﾿ Statement of the Problem ﾿ 5

1.3 ﾿ Objective of the Study ﾿ 6

1.4 ﾿ Research Questions ﾿ 6

1.5 ﾿ Significance of the Study ﾿ 7

         1.6 ﾿ Scope of the Study ﾿ 8

CHAPTER TWO 

2.0 ﾿ LITERATURE REVIEW ﾿ 9

2.1 ﾿ Conceptual Framework ﾿ 10

2.1.1 ﾿ Fast Food ﾿ 10

2.1.2 ﾿ Historical Development of Fast Food Industry ﾿ 11

2.1.3 ﾿ Types of Fast Food ﾿ 14

2.1.4 ﾿ Consumer Behaviour ﾿ 16

2.1.5 ﾿ Shortcomings of fast foods ﾿ 17

2.1.6 ﾿ Consumer Behaviour in the Fast Food Industry ﾿ 18

2.1.7 ﾿ Understanding Fast Food Consumption ﾿ 22

2.1.8 ﾿ The Fast Food Consumer ﾿ 22

2.1.9 ﾿ Social factors that affect Fast Food consumption ﾿ 24

2.1.10Moderation of Social Influences on Fast Food ﾿ 25

2.1.11Sources of Influences ﾿ 26

2.12 ﾿ Psychological Influences of Fast Food Consumption ﾿ 28

2.2 ﾿ Theoretical Framework ﾿ 30

2.2.1 ﾿ Consumer Behaviour Theory ﾿ 30

2.2.2 ﾿ People’s Perception Theory    ﾿ 30

2.2.3 ﾿ Cost and Menu Theory ﾿ 31

2.2.4 ﾿ Consumer Choice Theory ﾿ 32

2.2.5 ﾿ Social Cognition Research and Theory ﾿ 32

2.3 ﾿ Related Empirical Works ﾿ 33

2.4 ﾿ Summary of Literature Review ﾿ 35

CHAPTER THREE

3.0 ﾿ MATERIALS AND METHODS ﾿ 38

3.1 ﾿ Research Design ﾿ 38

3.2 ﾿ Area of the Study ﾿ 38

3.3 ﾿ Population for the Study ﾿ 39

3.4 ﾿ Sample and Sampling Technique ﾿ 39

3.5 ﾿ Instrument for Data Collection ﾿ 40

3.6 ﾿ Validation of the Instrument. ﾿ 40

3.7 ﾿ Method of data analysis ﾿ 40

CHAPTER FOUR

4.0 ﾿ DATA PRESENTATION, INTERPRETATION AND 

ANALYSIS ﾿ 41 ﾿     

4.1 ﾿ Socio Economic Characteristics of The Employees Of 

Fast Foods ﾿ 41 ﾿   

4.2 ﾿ How are fast foods perceived relative to homemade foods? ﾿ 45 ﾿

4.3 ﾿ Atmosphere of the fast food ﾿ 47

4.4 ﾿ Factors affect your decision to patronize fast food 

restaurants ﾿ 48

CHAPTER FIVE

5.0 ﾿ SUMMARY CONCLUSION AND RECOMMENDATION ﾿ 51 

5.1 ﾿ Summary ﾿ 51 

5.2 ﾿ Conclusion ﾿ 51

5.3 ﾿ Recommendations ﾿ 52 ﾿

REFERENCES

APPENDIX 1

LIST OF TABLES

Table 1: ﾿ Distribution According Gender ﾿          41 ﾿   

Table 2:       Distribution According Marital Status    ﾿ 42 ﾿

Table 3: ﾿ Distribution According to Age ﾿ 42      

Table 4: ﾿ Distribution according to Educational Qualification ﾿ 43 ﾿

Table 5: ﾿ Distribution according to Occupation ﾿ 44 ﾿

Table 6: ﾿ How are fast foods perceived to homemade foods ﾿ 45 ﾿

Table7: ﾿ How will you describe the atmosphere of the fast 

food when you ate there? ﾿ 47 ﾿

Table 8 ﾿ Which of the factors affect your decision to patronize 

fast food restaurants? ﾿ 48