Factors influencing consumers patronage on fast foods in the Kwahu West Municipality

Abstract

Fast food restaurants are expanding in Ghana and seem to be growing. As a result, the fast food restaurants are becoming competitive throughout the years. The study aimed at exploring the factors influencing consumers to patronize fast food in Ghana. Survey research design was used for this study. The population of the study included all the 11 licensed fast food restaurant operators in Kwahu West Municipality. From a target population of 770 consumers of fast food restaurants in Kwahu West Municipality, 253 consumers were selected conveniently. A structured self-administered questionnaire was utilized to gather the required data. The data collected were coded and analyzed with the help of Microsoft excel and Statistical Package for Service Solutions (SPSS version 23. The study revealed that fried rice, waakye, jollof rice, and banku and tilapia were most frequently fast food in Kwahu West Municipality. Also, least consumed fast food-types were; pizza, french fries, fufu, burgers, and kelewele. It was evident that quality factors mostly influence consumer purchase intention, followed by cost factors and convenience factors on the purchase of fast food products in Kwahu West Municipality. It appeared that the consumers are satisfied with the food presentation, hotness and freshness of food serve, taste and flavor of food serve, and smell of fast food serve to them. It was concluded that consumers are satisfied with fast food product purchased. The study recommended that fast food operators should monitor the trends in the market to aid them in identifying and satisfy the needs and wants of consumers. They should monitor what influence their customers most in making critical decisions to attract more patronage. Also, because the findings indicated that quality factors are the key and major factors that influence consumers on the purchase of fast food products, fast food operators should consider giving particular attention to quality food and service provided to the consumers.