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.
Description:
A Dissertation in the Department of HOSPITALITY AND TOURISM EDUCATION,
Faculty of VOCATIONAL EDUCATION, submitted to the School of Graduate
Studies, University of Education, Winneba, and in partial fulfillment of requirement
for the award of the Master of Technology (Catering and Hospitality) degree.
APRIL, 2021