ABSTRACT
Building strong
differentiation strategy to attain competitive advantage is a top priority.
Amongst many firms but it is not always an easy task to accomplish. Due to the
increased globalization and competition, the management of strategy has become
of importance and thus presents an interesting area to study. With the adoption
of effective product differentiation strategies, many companies may compete
effectively and efficiently. The study, therefore, set out to ascertain the
effect of product differentiation strategies on customers’ patronage of
selected fast food restaurants in Abia State, Nigeria. The specific aims were
to: examine the effect of product size on customers’ patronage of selected fast
food restaurants in Abia State; analyze the effect of product price on
customers’ patronage of selected fast food restaurants in Abia State; ascertain
the effect of continuous product innovation on consumers’ patronage of selected
fast food restaurants in Abia State; determine the effect of physical
environment on consumer patronage of selected fast food restaurants in Abia
State; and examine the combined effect of product size, product price,
continuous product innovation, and physical environment on customer patronage
of selected fast food restaurants in Abia State. In this study, the survey
research method was adopted as the scientific approach in the study. The study
was carried out in Abia State of Nigeria. All
customers of selected fast food restaurants in Aba and Umuahia in Abia
State formed the population of the study. Using
a model developed by Israel (2009), a sample size of 380
customers
of the selected fast foods in Abia State were used.
Judgmental sampling method was employed
in the study. Both simple and multiple regression
model through the electronic SPSS software version 20.0. Study findings
revealed that product size is
statistically significant and positively related to customers’
patronage of selected fast food restaurants in Abia State. Simple linear
regression analysis in the study also showed that product price is
statistically significant and negatively influencing customers’
patronage of selected fast food restaurants in Abia State. Similarly, continuous product innovation is statistically
significant and positively affecting customers’
patronage of selected fast food restaurants in Abia State. Based on the study
findings, it was concluded that product differentiation strategies exert
significant effect on customer patronage of fast food restaurants in Abia State
of Nigeria. We therefore recommended that
managers of fast food restaurants in Abia State need to make sure that they
provide adequate satisfaction to their customers. In other words, they should
pay more attention to customer satisfaction, since their survival in this
dynamic environment is highly dependent on their ability to retain a larger
customer base compared to their competitors.
BY, O (2024). Product Differentiation Strategies And Customers’ Patronage Of Selected Fast Food Restaurants In Abia State, Nigeria:- Ndubueze Jacinta O. Mouau.afribary.org: Retrieved Sep 08, 2024, from https://repository.mouau.edu.ng/work/view/product-differentiation-strategies-and-customers-patronage-of-selected-fast-food-restaurants-in-abia-state-nigeria-ndubueze-jacinta-o-7-2
OZIOMA, BY. "Product Differentiation Strategies And Customers’ Patronage Of Selected Fast Food Restaurants In Abia State, Nigeria:- Ndubueze Jacinta O" Mouau.afribary.org. Mouau.afribary.org, 22 Jul. 2024, https://repository.mouau.edu.ng/work/view/product-differentiation-strategies-and-customers-patronage-of-selected-fast-food-restaurants-in-abia-state-nigeria-ndubueze-jacinta-o-7-2. Accessed 08 Sep. 2024.
OZIOMA, BY. "Product Differentiation Strategies And Customers’ Patronage Of Selected Fast Food Restaurants In Abia State, Nigeria:- Ndubueze Jacinta O". Mouau.afribary.org, Mouau.afribary.org, 22 Jul. 2024. Web. 08 Sep. 2024. < https://repository.mouau.edu.ng/work/view/product-differentiation-strategies-and-customers-patronage-of-selected-fast-food-restaurants-in-abia-state-nigeria-ndubueze-jacinta-o-7-2 >.
OZIOMA, BY. "Product Differentiation Strategies And Customers’ Patronage Of Selected Fast Food Restaurants In Abia State, Nigeria:- Ndubueze Jacinta O" Mouau.afribary.org (2024). Accessed 08 Sep. 2024. https://repository.mouau.edu.ng/work/view/product-differentiation-strategies-and-customers-patronage-of-selected-fast-food-restaurants-in-abia-state-nigeria-ndubueze-jacinta-o-7-2