ABSTRACT

This study was envisaged to assess the determinants of marketing efficiency among restaurant operators in Abia State, Nigeria. With the objectives to analyse the socio-economic profile of restaurant operators in the study area; identify factors affecting performance (profit) of restaurant operations; estimate the factors that influence marketing efficiency among the operators; estimate the effects of restaurant operators on the welfare of their households; identify problems militating against efficiency of restaurant operating in the study area; and make recommendations based on the findings. The respondents were solicited purposively and randomly which amounted to 120 respondents altogether the use of descriptive statistics, correlation analysis and multiple regression was employed in analyzing the data obtained through set of questionnaire administered to the respondents. The result of the analysis showed that the ages of the respondents ranged from 26-65 years, the number of years spent in school  was 10-23 years the number of persons in the household ranged from 1-4 persons, the number of years in terms of experience ranged from 2-30 years and their level of income ranged from ₦30,000.00 – ₦900,000.00, there was a positive relationship between age of the restaurant operators and probability in the study area, educational attainment was positive, income was significant with a positive relationship, access to credit was positive and significant, there was a negative relationship between the educational attainment of the operators and their marketing efficiency in the enterprise. The study also showed that restaurant operation is efficient in terms of profitability.

TABLE OF CONTENTS

  Title

 Declaration                                                                                                               II

Certification iii 

Dedication                                                                                                                 iv 

Acknowledgement                                                                                                   v

 Table of contents                                                                                                    vi 

List of table                                                                                                              ix 

Abstract                                                                                                                    XI 

CHAPTER ONE

INTRODUCTION                                                                                                         

CHAPTER TWO

REVIEW OF RELATED LITERATURE                                                                      7

CHAPTER THREE

RESEARCH METHODOLOGY                                                                     

CHAPTER   FOUR

DATA PRESENTATION,   ANALYSIS AND  DISCUSSION 01= !=INDING

CHAPTER  FIVE

SUMMARY,   CONCLUSION  AND RECOMMENDATIONS

5.1  Summary                                                                                                              

5.2  Conclusion                                                                                                             

5.3  Recommendations                                                                                              

REFERENCES

QUESTIONNAIRE