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
OHAECHESI, M (2020). CONSUMPTION BEHAVIOUR AND PERCEPTIONS OF FAST FOODS CONSUMERS IN OWERRI METROPOLIS . Mouau.afribary.org: Retrieved Nov 14, 2024, from https://repository.mouau.edu.ng/work/view/consumption-behaviour-and-perceptions-of-fast-foods-consumers-in-owerri-metropolis
MOUAU/10/15813, OHAECHESI. "CONSUMPTION BEHAVIOUR AND PERCEPTIONS OF FAST FOODS CONSUMERS IN OWERRI METROPOLIS " Mouau.afribary.org. Mouau.afribary.org, 17 Apr. 2020, https://repository.mouau.edu.ng/work/view/consumption-behaviour-and-perceptions-of-fast-foods-consumers-in-owerri-metropolis. Accessed 14 Nov. 2024.
MOUAU/10/15813, OHAECHESI. "CONSUMPTION BEHAVIOUR AND PERCEPTIONS OF FAST FOODS CONSUMERS IN OWERRI METROPOLIS ". Mouau.afribary.org, Mouau.afribary.org, 17 Apr. 2020. Web. 14 Nov. 2024. < https://repository.mouau.edu.ng/work/view/consumption-behaviour-and-perceptions-of-fast-foods-consumers-in-owerri-metropolis >.
MOUAU/10/15813, OHAECHESI. "CONSUMPTION BEHAVIOUR AND PERCEPTIONS OF FAST FOODS CONSUMERS IN OWERRI METROPOLIS " Mouau.afribary.org (2020). Accessed 14 Nov. 2024. https://repository.mouau.edu.ng/work/view/consumption-behaviour-and-perceptions-of-fast-foods-consumers-in-owerri-metropolis