An Evaluation of the Determinants of Consumer Patronage of Fast Food Outlets in Owerri

Abstract

This paper is on “An Evaluation of the Determinants of Consumer Patronage of Fast Food Outlets”. Food is a basic necessity of life and how it is processed and marketed have implications for health and economics. This study is necessitated by the observed instability in the patronage of fast food outlets. Respondents for this study were drawn from 5 eateries in Owerri. The findings show that of 10 attributes investigated; only 3 were significant in determining patronage. It is recommended that proprietors of fast food establishments should ensure an appropriate mix of these attributes in their offers, in order to ensure consistent patronage.