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