Marketing Effects Of Varieties And Customer Choice Of Menu Offerings In Selected Food Service Establishments In Umuahia Metropolis, Abia State:- Otakpor Ozioma B
ABSTRACT
This study
investigated the marketing effects of varieties on customer choice of menu
offerings in selected food service establishments in Umuahia Metropolis. It was
a survey research. Four specific objectives, research questions, and hypotheses
were formulated to guide the study. The population comprised customers of food
service establishments in Umuahia, which was considered infinite. The sample
size of 196 was determined using Taro Yamane formula, and accessibility
sampling technique was adopted. The research instrument used was a structured
questionnaire, and three research assistants assisted in its administration. To
ensure a higher response rate, the instruments were administered and retrieved
on the spot. Data collected were analyzed using descriptive statistics such as
frequency distribution, percentages, charts, and multiple regression analysis.
The findings revealed that customer attraction and online reviews had
significant positive effects on customer choice of menu offerings, while market
expansion showed a positive but weaker effect. However, market differentiation
was found not to significantly influence customer choice. The study concluded
that customer attraction, online reviews, and market expansion are key drivers
of customer choice in menu offerings, while market differentiation alone is
insufficient without integration with other strategies. The study recommended that
food service establishments in Umuahia should continuously refresh their menu
offerings, encourage and manage customer reviews, and strategically broaden
menu options while maintaining operational efficiency to improve customer
satisfaction and loyalty.
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OTAKPOR, B (2026). Marketing Effects Of Varieties And Customer Choice Of Menu Offerings In Selected Food Service Establishments In Umuahia Metropolis, Abia State:- Otakpor Ozioma B. Repository.mouau.edu.ng: Retrieved Mar 02, 2026, from https://repository.mouau.edu.ng/work/view/marketing-effects-of-varieties-and-customer-choice-of-menu-offerings-in-selected-food-service-establishments-in-umuahia-metropolis-abia-state-otakpor-ozioma-b-7-2
BENITA, OTAKPOR. "Marketing Effects Of Varieties And Customer Choice Of Menu Offerings In Selected Food Service Establishments In Umuahia Metropolis, Abia State:- Otakpor Ozioma B" Repository.mouau.edu.ng. Repository.mouau.edu.ng, 02 Mar. 2026, https://repository.mouau.edu.ng/work/view/marketing-effects-of-varieties-and-customer-choice-of-menu-offerings-in-selected-food-service-establishments-in-umuahia-metropolis-abia-state-otakpor-ozioma-b-7-2. Accessed 02 Mar. 2026.
BENITA, OTAKPOR. "Marketing Effects Of Varieties And Customer Choice Of Menu Offerings In Selected Food Service Establishments In Umuahia Metropolis, Abia State:- Otakpor Ozioma B". Repository.mouau.edu.ng, Repository.mouau.edu.ng, 02 Mar. 2026. Web. 02 Mar. 2026. < https://repository.mouau.edu.ng/work/view/marketing-effects-of-varieties-and-customer-choice-of-menu-offerings-in-selected-food-service-establishments-in-umuahia-metropolis-abia-state-otakpor-ozioma-b-7-2 >.
BENITA, OTAKPOR. "Marketing Effects Of Varieties And Customer Choice Of Menu Offerings In Selected Food Service Establishments In Umuahia Metropolis, Abia State:- Otakpor Ozioma B" Repository.mouau.edu.ng (2026). Accessed 02 Mar. 2026. https://repository.mouau.edu.ng/work/view/marketing-effects-of-varieties-and-customer-choice-of-menu-offerings-in-selected-food-service-establishments-in-umuahia-metropolis-abia-state-otakpor-ozioma-b-7-2