ABSTRACT

The main purpose of this research is to identify factors that determine the patronage behaviour of consumers on fast food product, when they visit a fast food joint by using independent variables such as; distance from home, income, age, number of years of patronage, fast quality, service quality, price, physical environment(physical ambience), security, support facilities, cleanliness, prior expectation and even privacy, accessibility, culture etc. result suggest a strong relationship between determinant of patronage behaviour of consumers in relation to perceived quality and perceived price, as an important aspect to be considered by restaurant managers in order to improve the customers satisfaction. Following some econometric consideration, the result showed that the R2 was 0.776, implying that 77.6 percent of the variability was explained in the model. The result also show that it was a good fit going by the high value. The f-ratio was 40.704 and significant at 1 percent probability level. The result also show that the coefficient of age, income, gender, distance from home to centre and number of time of patronage were significant factors influencing customers patronage behaviour. The importance of this work lies in its contribution to research carried out in the fast food joint or restaurant industry, since the study suggested that quality and price attribute are differently patronized by customers as a function of their reason for using the service. Hence, managers should look into these factors to position their services according to their customer’s characteristics.

TABLE OF CONTENT

Title page i                                                      Declaration ii

Certification iii

Dedication iv

Acknowledgement v

Table of content vi

List of tables viii

Abstract ix

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 - - - - - - - 8

1.4   Research questions - - - - - - - - 9

1.5   Research hypothesis - - - - - - - - 10

1.6   Significance of the study - - - - - - - 10

1.7   Scope of the study - - - - - - - - 11

1.8   Limitations of the scope - - - - - - - 11

CHAPTER TWO

REVIEW OF LITERATURE

CHAPTER THREE

RESEARCH METHODOLOGY

CHAPTER FOUR 

4.0   Data presentation and analysis

 Alcoholic beverage products - - - - -

CHAPTER FIVE

5.0   Summary, conclusion and recommendatio

5.1   Summary - - - - - - - -

5.2   Conclusion - - - - - - - - -3

5.3   Recommendation - -

        References