Factors Influncing Customers Patronage Of Fast Food Restaurants In Abia State, Nigeria.

There is a perceived Increase In the number of fast food restaurants that crop up in every city and township In Nigeria. Thus, suggesting that the sector is gaining acceptance among consumers. Tabassum and Rahman (2012) argued that the popularity of fast food restaurant in every growing city of the world is a product of the effect of globalization. Thus, every segment of the society now consume fast food. According to Ahmed, Hossain, Malek & Begum (2008), consuming fast foods has become a recent trend among upper society, teenagers and youths have also increased and the fast food has won the palate of those groups. According to Park (2004), eating at fast food restaurants not only help consumers to satisfy their hunger, but It also creates need for convenience, pleasure entertainment, time saving, social Interaction and the mood transformation. Besides, consumers experience excitement, pleasure and a sense of personal well-being in visiting fast-food restaurants Park, (2004). Carew (2010) averred that the hectic lifestyle of many Nigerians does not allow the luxury of home cooked meals. Since fast food is convenient and readily available, it has become the choice of many young adults and upwardly mobile Individuals. In the same vein, Industry players have gone beyond serving quick foods like snacks to venturing Into African delicacies. This strategy of capturing more markets has expanded the customer base of the Industry over the past few years.

Despite the perceived acceptance of fast-food restaurants in the Nigeria environment, consumers are now beginning to be choosy in the aesthetics, product and service received from fast food restaurants. Accordingly Amold, Tae and Douglas (1983) asserted that location, price, assortment, fast checkout, friendly and courteous service and pleasant shopping environment were critical determinants of store patronage. Arguably these factors may Influence consumers decision to visit a fast food restaurant. Fast-food restaurants are said to have their own benefits, which their customers perceive. According to Liu and Jang (2008). these perceived benefits are the primary reasons why fast-food restaurants are patronized. According to Liu et al (2000), the relative Importance customers attach to Individual benefits can differ significantly and these can be used as effective barometers in segmenting the markets. Markets consist of various buyers, and buyers differ in one or more respects. They may differ in their wants resources, geographical locations, buying attitudes, lifestyles, and buying practices. Intuitively, the choice of consumers visiting a fast food restaurant hinges on Identifiable factors peculiar to an environment which need to be ascertained. Most of the research concerning selection of a restaurant are based on identification of determinant attributes Bojanic, (2007).