THE RELEVANCE OF ADVERTISING AS A DETERMINANT OF CUSTOMER PATRONAGE IN THE FAST FOOD INDUSTRY (A Case Study of Early and Chiky Fast Food in Owerri, Metropolis).
ABSTRACT
The research work titled “the relevant of advertising as a determinant of customer patronage for fast food (a case study of Chiky and Early in Owerri Metropolis was carried out with objectives. To determine how advertising has affected the decision to buy. Early or chiky. To determine the brand of fast food that is more available than the other and the customer demand for it. To suggest ways the companies should follow to make better progress in bottling their brands and for them to satisfy their customers to actieve the above objective, related literature were reviewed as a determinant of customer patronage for fast food. In addition to primary and secondary data were collection to solve the research problem and questionnaire were used to research problem and questionnaire were used to research instruments. The population of the study comprised the customer distributors and the management and relevant staff of both early and chiky fast food in owerri metropolis. The research used census survey on management and relevant staff because the population under study was small, while topman’s formular was used to determine the sample size for customers and the distributors. In organizing and presenting the data collected, table, frequencies and percentage were used. Based on the analyzed data, the following findings were made. The customer in Owerri indicates that the price of chiky is higher than that of early. They also observed that advertising helps to create awareness of both products. Customers are mare satisfied with the advertising that leads to purchase of chiky than Early. Based on the findings, recommendation were made, Both companies should engage in advertising strategies that are relevant and other promotional activities that appeals to customers for efficient and relevant goals achievement. The two companies should maintain continuous availability of their products. Nigeria breweries plc should reduce the price of their product order to attract more customers. Early should look into the advertising that leads to more purchase of their product. If the above suggestions and recommendation are relevant and efficiently implemented both companies will experience a profound change in their advertising performance and customers will be better served.
TABLE OF CONTENTS
Title page = = = = = = = = i
Approval Page = = = = = = = = ii
Dedication = = = = = = = = iii
Acknowledgement = = = = = = = iv
Abstract = = = = = = = = = v
Table of Content = = = = = = = vi
CHAPTER ONE
1.0 Introduction = = = = = = = 1-2
1.1 Background of the Study = = = = = 2-7
1.2 Statement of the Problems = = = = 8-9
1.3 Objectives of the Study = = = = = 9-10
1.4 Research Questions = = = = = = 10-11
1.5 Significance of the Study = = = = 11-12
1.6 Scope of the Study = = = = = = 13
1.7 Definition of Terms = = = = = = 13
1.8 Limitation of the Study = = = = = = 14
CHAPTER TWO
2.0 Literature Review = = = = = = 15-16
2.1 Introduction = = = = = = = 16-18
2.2 Forms of Advertising = = = = = 18-22
2.3 Role of Advertising in the Marketing of Customer
Goods = = = = = = = = 22-29
2.4 The Relevant of Advertising on Product Brands 29-30
2.5 Overview of Customer Determinant Pattern = 30-32
- The Impact of Advertising on the Determinant
For Fast Food = = = = = = = 33-36
- Impact of Advertising on the determinant for Chiky
To Early = = = = = = = 36-40
References = = = = = = 41
CHAPTER THREE
3.0 Research Design and Methodology = = 42
3.1 Introduction = = = = = = 42
3.2 Research Design = = = = = 43
3.3 Sources/Methods of Data Collection = 43-44
3.4 Population and Sample Size = = = 45-48
3.5 Sample Technique = = = = = 48
3.6 Validity and Reliability of Measuring Instrument 49
3.7 Method of Data Analysis = = = = 50
CHAPTER FOUR
4.0 Presentation and Analysis of Data = = 52
4.1 Introduction = = = = = = 52
4.2 Presentation of Data = = = = 52
4.3 Analysis of Data and Interpretation of Results 52-67
CHAPTER FIVE
5.0 Summary, Conclusion and Recommendations 68
5.1 Introduction = = = = = = 68
5.2 Summary of Findings = = = = 68
5.3 Conclusion = = = = = = 69-70
5.4 Recommendations = = = = = 71-72
References = = = = = = 73
CHAPTER ONE
1.0 INTRODUCTION
The fast food industry is a product offering as well as service-rendering industry. This posed a fundamental challenge for the management of fast food industry, more so that service quality is even more difficult to measure than measuring product quality. The industry is closely linked to the hospitality and health care industry where high quality product or service cannot be compromised or scarified. Therefore, this failure of any firms, to meet the required level of expectation may spell doom.
European journal of social science-volume 19, number 2 (2011) for the outfit. This probably explains what could aptly be descried as the high mortality rate being experienced where customers consumed poor quality food, thus, there is a need to identify the service quality gap and to continuously adopted to customers assessment or perception of service quality in the fast food industry in order to ensure high customers satisfaction and continuous patronage.