ABSTRACT
This study is an attempt to examine factors influencing customers patronage of fast food restaurants: A study of selected customers of fast food in Abia state, Nigeria. Specifically, the study provides empirical evidence on factors that Influence the behaviour of consumers towards patronising the fast food restaurants. It also determined the nature of relationship between fast food restaurants determinant factors and the behaviour of consumers towards patronising the fast food restaurants. Data were collected from two hundred and forty (240) customers of selected fast food restaurant using a structured questionnaire. Data collected were analysed using descriptive statistics (frequencies, percentages, mean, and standard deviation) and the linear regression model of the ordinary least square (OLS). Findings revealed that the Joint effect of the explanatory variables in the model account for 71.9% of the variations In the factors influencing the behaviour of consumers towards patronising the fast food restaurants six coefficients (service quality, atmospheric quality, perceived value, environment, consumer demographics and modernity) are significant at 10%, 5% and 1%. However, food quality, restaurant image, price and quick service are found not to be significant. Interestingly, only service quality, perceived value, consumer demographics and modernity have positive and significant relationship with the behaviour of consumers towards patronising the fast food restaurants in Abia state, Nigeria. Based on the analysis and findings of this study, the researcher therefore recommends that fast food restaurants operating in Abia state should endeavour to Improve their food quality so as to attract more patronage and also improve their restaurant Image; Atmospheric quality of the fast food restaurants operating in Abia state should also be considered by fast food restaurant operators before setting Up fast-food restaurants. This is important If they want to increase their patronage and fast food restaurants operators should create an environment with modem aesthetics and recreation. This is important in attracting the patronage of families with children who may want to eat out of their homes on weekends.