Effects of Price Fairness and Physical Environment on Customers Patronage in Fast Food Outlets in Nasarawa State, Nigeria

International Journal of Research and Innovation in Social Science (IJRISS) | Volume II, Issue XII, December 2018 | ISSN 2454–6186

Effects of Price Fairness and Physical Environment on Customers Patronage in Fast Food Outlets in Nasarawa State, Nigeria

IBITOMI, TAIWO

Nasarawa State University, Keffi, Nigeria

Abstract: – Building customers’ patronage is seen to be a key priority for any business success mostly in the fast food industry. Therefore, determining the factors that affect customers’ patronage is important. This study was designed to examine the effects of price fairness and physical environment on customers’ patronage of fast food retail outlets in Nasarawa State. The research design used for the study was survey method. Data were collected from a sample of two hundred and seventeen (217) customers of fast food retail outlets using questionnaire. The collected data were analysed using inferential statistics. The hypotheses were tested using Ordinary Least Square (OLS) multiple regression and Analysis Of Variance (ANOVA). The findings of the study revealed that that price fairness and physical environment have significant positive effects on customers’ patronage in Nasarawa State, Nigeria. The study therefore recommends that fast food retail outlets should focus more on physical environment as it will help to increase the patronage of customers in their outlets and also keep their values in the short and long run. Also fast food managers should help in effective planning, construct, improve and observe physical environment in order to develop higher degree of customers’ patronage. Fair price should also be put in place to win customers’ heart in order to increase the patronage of their customers’.

I. INTRODUCTION

In our society today, the demand for fast food is on the increase. The increase in fast food consumption is attributable to a situation where most consumers are busy working-class people that have little or no time for home cooking. As a result, the need for fast food arises in their daily life. The increase in workload and engagement at work keep them busy at all time at work place which creates less time for them at home to prepare food of their choice. Hence the need for fast food in every city in Nigeria arises as most individuals engaged in official assignments and duties away from home making the consumption of fast food to become a fact of life.

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