INFLUENCE OF STORES IMAGE ON CONSUMER PATRONAGE OF FAST FOOD OUTLETS OF CHITIS COMPANY ENUGU

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ABSTRACT

This research work on influence of stores image on consumer patronage. A case study of Chitis Fast Food outlets in Enugu. The main objective are; To revealing the effects of ecological design, stores atmosphere and the price as it helps consumers in choice of fast foods outlets to patronize over another. The researcher has (3) instruments to be employed and they are as: Questionnaires, oral interview and personal observation. The study, was interested in knowing individual motive, well being of the consumers and interested in the patronage that can be handled in relation to store image enhancement. There are many factors that assists consumers in making decisions and these factors are: social, political or Economical in nature. The store as an important facilitating factor which can influence consumer decision to patronize certain fast food outlets.

TABLE OF CONTENTS

Title pageii

Approval pageiii

Dedicationiv

Acknowledgementv

Abstractvii

Table of contentsix

CHAPTER ONE

1.1Background to the study1

1.2Statement of the problem4

1.3Objectives of the study6

1.4Hypothesis formulation7

1.5Significance of the study8

1.6Scope of the study10

1.7Definition of terms11

CHAPTER TWO

2.0Literature review13

2.1an overview of retailing13

2.2Overview of stores image15

2.3What is customers/consumer –

Patronage17

2.4Overview of fast food outlet20

2.5Factors affecting customer/consumer patronage20

2.6Impact of stores image on consumer patronage25

2.7Impact of stores image on consumer patronage of fast food outlet28

2.8Consumers patronage of chitis fast food29

CHAPTER THREE

3.1Research methodology35

3.2Population of the study35

3.3Determination of sample size36

3.4Sampling techniques37

3.5Research instruments used38

3.6Method of data treatment –

And analysis38

3.7Limitations of the study41

CHAPTER FOUR

4.0presentation, analysis and interpretation of datapresentation and analysis of data 52

4.1Test of hypothesis67

CHAPTER FIVE

5.0Summary of the findings, recommendations and conclusion

6.05.1summary of findings76

5.2Recommendations77

5.3Conclusion80

Bibliography82

Appendix83

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INFLUENCE OF STORES IMAGE ON CONSUMER PATRONAGE OF FAST FOOD OUTLETS OF CHITIS COMPANY ENUGU

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