CONSUMPTION BEHAVIOUR AND PERCEPTIONS OF FAST FOODS CONSUMERS IN OWERRI METROPOLIS

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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 CONTENTS


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


 





 

 

CHAPTER ONE

INTRODUCTION


1.1    Background to the Study

Food is one of the three basic needs of life being nest to air and water. A person considers the satisfaction of this need as a priority, because it appeals to his/her sense of taste and appearance. When such an elementary physiological needs is transformed into a means for recreation and socialization, it helps address the issues of belongingness as identified in the Maslow’s hierarchy of needs. If a person gets the added benefits of quick service on site it might help to ease his/her hectic humdrum of today’s modern and urban lifestyle. Fast food restaurant is the name given to such a convenience. These restaurants offer sandwiches, pizza, pastries, processed meat delicacies and local favourites among others.

Fast food is a specific variety of convenience food which is commonly associated with high energy density, yet there has been ambiguity in the definition of fast food in the existing empirical research. Some studies have preferred to have definition of the phrase open to their participants. (Pereia, 2005) combined cafeteria, restaurant and fast food in their definition of fast food, whereas a different analysis of the same that separated the definition into restaurant and fast food categories (Dutley, Gordon-Larson, Jacobs, Williams and Popkin, 2007).

Wilson and Wittert (2007) showed that the definition of fast food can be in consistent even within a single sample. They allowed participants to define fast food from a list of different food items, they found that although people indicated a very broad definition of fast food when asked what style of food is classified as fast food, (which include; Burger, fish and chips, meat pies, chicken pies, pastries, fried rice and sandwiches). When discussing fast food they gave examples which focused only on traditional fast food items such as Burger and chips from large franchiser. These data are supported by research showing that most fast food purchase are burgers, fries, pies and pizza (Driskell, 2006).

Several factors can explain the changes in consumer fast food consumption in Owerri, these include;

a)   Increasing participation of women in the labour force,

b)   Longer work days,

c)    Growing number of households living on at least two income sources,

d)   Decreasing housing sizes, 

e)    Urbanization,

f)     Growth in tourism,

g)    Longer life expectation,

h)   Increasing education level of consumers,

i)     Increasing per capital income and the increasing number of fast food restaurant such as Mr. Biggs, Crunchies, Kilimanjaro, Jevenik and others. In addition younger generation who are influenced by western life style portrayed through television and advertisement exhibit a preference for fast food restaurants.

Many Owerri urban residents are becoming increasingly more westernized and have greater convenience when they eat out. On the other hand preference of older generation is different than younger generation in Owerri urban residents. Given the challenges facing the fast food industry, increasing market share of fast food companies could be induced by increasing demand for fast food and opening new market segment.

Food away from home consumers mostly consist of educated, young, working class who have higher paying jobs and household incomes, while this view is generally sufficient for food away from home as a whole, it is somewhat limited in the specific case of fast food. McCracken and Brandt (2007) and Byme (2008) identified household incomes, household size and composition as important determinants of total household expenditures on restaurants, fast food facilities and other food away from home facilities, Etelund and Watson (2001) also found that fast food consumption was empirically related to opportunity cost of the household, Nayga and Capps (2004) studied the relationship between household characteristics and the frequencies of dining at full service and fast food restaurant. Hiemstra and Kim (2005) analyzed the impact of household characteristics on expenditure by eating occasion and market segment. Jekanuski (2001) examined the effect of price, income and demographic characteristics on fast food consumption (Fanning, 2002) investigated socio-economic determinants of the likelihood of consuming fast food using the specific model.

Despite its growing importance fast food chains have received little detailed attention in the academic literature being considered in but a few of the food away from home studies (Park, 2004). In our local environment casual observation might reveal that fast food consumption has psychological and social implications beyond food and satisfaction of the thirst for hunger. It is not uncommon to observe people visiting fast food restaurants during holidays or festivals or perhaps patronizing it as status symbol. Fast food outlets presently serve the food cravings of busy consumers with the advantages of ease in accessibility and dispatch in services. The consumer behaviour, psychological and social implications of fast food are worth researching to understand fast food consumers decision making and buying behaviour toward these foods is influenced by individual, social and personal factors, so for any other product or service (Khan, M. 2007).

The present study sets out to ascertain the fast food consumption behaviour of fast food consumers in Owerri Urban area and how the consumers perceive fast food consumption psychologically and socially.

 

1.2    Statement of the Problem

Eating away from home is becoming increasingly common and visit to fast food restaurants is growing even more rapidly, people hardly cook at home because of their jobs and busy schedules during the day, so this now cause people to eat out. For example in Owerri metropolis, students and workers are always busy with their studies and work respectively, this has increased the tendency for people to eat away from home.

Urbanization and the influence of westernized life style has also influenced the fast food consumption behaviour, because people no longer have the time to cook in their various houses

It is important to know that even though there are a number of researches on fast foods, but yet most of the researches on fast food industry have been a larger study (Bhowmik 2005). There are few published studies and trilling portion size interventions on fast food consumption behaviour and perceived social influences, these have generally been unsuccessful due to unavailability of data (Steenhuis & Vermeer, 2009). One of the limiting factors in these studies is the paucity of information relating to consumers’ consumption behaviour. The experiences of developed economies in relation to the roles played by fast food industries buttresses the fact that the importance of the consumers perception of fast food restaurants cannot be overemphasized especially in Owerri and to highlight its psychological and social influences the fast foods industry has on consumers’ consumption behaviour.

1.3    Objective of the Study

The broad objective of this research work is to identify Consumption Behaviour and Psycho- Social Perception of Fast Food by Consumers in Owerri Metropolis.

The specific objectives are to determine:-

1.  the socio-economic/demographic characteristics of the respondents;

2. how fast food items are perceived relative to ‘homemade’ foods;

3. the frequency of patronage of fast food restaurant by the respondents;

4. the factors that affect the consumer decision to patronize fast food  

     restaurants;


1.4    Research Questions

The following questions will be answered by this research work.

1.   What are the socio-economic characteristics of the respondents?

2.   How are fast food items perceived relative to ‘standard’ foods?

3.   What is the frequency of fast food restaurant patronage by the respondents?

4.   What are the factors that affect the consumer decision to patronize fast food restaurants?


1.5    Significance of the Study 

This research is an attempt to study specifically the fast food sector, to deepen the knowledge on some of the perceptions of fast food consumers in owerri metropolis. This study explores and understands more on the impact of the fast food sector on the consumer behaviour. The findings of this study will be beneficial to fast food sectors in order to understand the perception of their customers that is; how they perceive the product and the influence it create in them after consumption of fast food product.

It will also benefit owners of fast food outlets in the sense that they will realise the growing dependence on their fast food by consumers in the study area and improve on their services to include meeting the nutritional requirement of the consumers. Finally it will be beneficial to researchers who will wish to go into a fresh work on the related study.


        1.6 Scope of the Study

The study is on the perceived social influences of fast food on the consumption behaviour of Owerri urban residents. This study will be limited to fast food only in the study area.


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