Determinants of Customer Patronage For Local Food Restaurant In Awka Metropolis

ABSTRACT

This work examined the determinants of customer patronage for local food restaurant in Awka
metropolis. Specifically, the study examined the effect of food quality, service quality, physical
environment and price on the patronage of local restaurants in Awka, Anambra State. Relevant
conceptual, theoretical and empirical literatures were reviewed. The study was anchored on models of
consumer patronage. The study adopted survey research design. The population of this study comprises
all customers of local food restaurants in Awka Metropolis. This population is unknown (infinite) since
the researcher cannot obtain a sampling frame for the population the study adopted Topman's
statistical to obtain a sample size is 246. Questionnaire was employed as the main instrument of data
collection. The study adopted face and content validity. Factor analysis through principal component
analysis and communality test, descriptive statistics and multiple regression analysis were employed in
analyzing the data. The study found that the four hypotheses were tested with multiple linear
regressions and the model shows a good fit. The analysis shows that all the four independent variable
except price used in the study are significant determinants of customer patronage in local food
restaurants segment of food industry in Awka. The study concluded that food quality is the most
statistically significant determinant of customer patronage of local food restaurant followed by food
varieties, physical environment and service quality. The study therefore, recommended that those local
food restaurant operators should improve on the quality of the meals served since it is the best
predictor of customer patronage. Also, they should made available different food varieties with various
spices so that the customers can make their choices. The physical environment should be appealing to
the customer and portrays the kind of meals served in the restaurant

1. …
Today, with the markets getting more aggressive and the working setting undergoing constant
change, organizations have realized that they no longer face an increasing economic system
with ever-growing markets; as a result, each and every consumer has gained a new worth.
Consumer satisfaction is considered as a factor cheering consumers to use the service again,
though there is no security that a satisfied consumer will return for a repeat purchase (Soriano,
2002). In 1980s and 1990s, marketers and researchers mostly focused on the issue of client
satisfaction and on methods to boost customer satisfaction. Bust over time, marketers realized
that many consumers who were satisfied did not essentially reuse the goods or services in
question (Hyun, 2010). The significance of the client and consumer backing is so germane. It
includes financial and non-financial dimensions. Various studies have been carried out on what
influences or impacts on level of consume backing in order to have food restaurants’ patronage.
In view of this, determinants of customer patronage in the local Fast Food restaurant industry in
Awka metropolis becomes inevitable, hence this study. The main objective of this study is to
empirically investigate the determinants of customer patronage for local food restaurants in
Awka Metropolis of Anambra State.
2. Sampling technique
This study adopted survey research design. The population of this study comprises customers of
local food restaurants in Awka Metropolis. This population is unknown (infinite) since the
researcher cannot obtain a sampling frame for the population. Since the population of study is
unknown (infinite), because the research could not obtain a sampling frame of their local food
restaurant in the area of study, there are sample size was determined to make the study
purposeful and easier. The study adopted Topman's formula for the sample size. The formula
estimates the representativeness of the sample on certain critical parameters at an acceptable
level of probability.
3. Methodology
Questionnaire was adopted as the data collection instrument. The study made use of 5- point
Likert scaled questions. The questionnaire comprises two sections. Section A comprises
demographic profile of the respondents while section B comprises questions on the main
constructs of the study namely, physical environment, convenient location, Food varieties,
cultural influence, price, customer patronage, food quality, and service quality.
4. Research tool
Data collected were analyzed using descriptive and inferential statistics. Descriptive statistics
was employed to explain the characteristics of the respondents while multiple regressions were
employed to test the significance of the hypotheses.
The data were analyzed using SPSS 22.0.
5. No. of respondents
The sample size is 246 respondents.
6. Salient finding
The main objective of this study is to empirically investigate the determinants of customer
patronage for local food restaurants in Awka Metropolis of Anambra State. The main instrument
for data collection is the questionnaire which was designed to cover all aspects of the research.
Four independent variables were identified in the study and they are; service quality physical
environment, price. Each of these variables was measured with at least two items and factor
analysis was employee to test reliability and reduce the items into the variable. The four
hypotheses were tested with multiple linear regressions and the model shows a good fit. The
analysis shows that all the four independent variable except price used in the study are
significant determinants of customer patronage in local food restaurants segment of food
industry in Awka.
7. Conclusion
This study examined the determinants of customer patronage of local food restaurant. Empirical
evidence shows that food quality is the most statistically significant determinant of customer
patronage of local food restaurant followed by food varieties, physical environment and service
quality.
The Role of Sensory Marketing in Achieving Customer Patronage in Fast Food
Restaurants in Awka

ABSTRACT
Sensory marketing is regarded as a new way of making an organizational profit. Less time and more
school/work hours have made people pop into a fast food restaurant on a daily basis. More and more
restaurants are employing stimuli of Scent, Sound, texture, vision, and taste to build stronger emotional
connections with the customer and drive preference to their brand. A quick look at our environment
gives one a clearer picture of these fast food restaurants and one begins to wonder why they spring up
in great numbers, thus intensifying competition. This study aims at examining the relationship between
human senses/ sensory cues and customer patronage. Also, it seeks to find out how fast food
restaurants should apply sensory cues to enhance customer patronage. 150 regular customers of
Nourisha fast food restaurant in Awka were used as respondents, and a structured questionnaire was
administered to elicit the required information from the respondents. Multiple regression was used to
test for the significance of the five hypothesis proposed for the study. Results showed the powerful and
tremendous effect of the concept of sensory marketing which is inevitable for the success of a firm in
this highly competitive market.

1. …
Sensory marketing is a new and emerging technologies that integrates the five senses of man to
create a memorable experience for the consumer. Sensory marketing is a distinctive marketing
communication tool. Its emergence and continued usage by firms owe to the fact that
traditional advertising is no longer sufficient to sell a brand and as such, does not speak volumes
to the consumer. Marketing researchers are beginning to realize how powerful responses to
non-conscious stimuli is. This modern theory of sensory marketing is based on the fact that
engaging the consumer's senses will affect their behaviour which will in turn affect their
emotions, perceptions, memories, preferences and the purchase decision (Krishna, 2010). This
study aims at examining the relationship between human senses/ sensory cues and customer
patronage. Also, it seeks to find out how fast food restaurants should apply sensory cues to
enhance customer patronage.
2. This study is based mainly on a survey conducted through a questionnaire administered to 150
respondents who are regular or frequent customers of Nourisha fast food Awka. The
respondents were chosen conveniently by the researcher. The questionnaire was designed to
gain maximum perceptions from customers on how sensory marketing affects their
consumption level.
3. This study is based mainly on a survey conducted through a questionnaire administered to 150
respondents who are regular or frequent customers of Nourisha fast food Awka. The
respondents were chosen conveniently by the researcher.
4. The responses were analyzed, and the hypothesis tested using multiple regression with the help
of Statistical Package for Social Sciences (SPSS) version 20.
5. 150 Respondents
6. Taste (t=8.921, P=.000<0.05), Touch (t=7.407, P=0.000<0.05), Sight
(t=7.407, P=0.000<0.05), Smell/Scent (t=6.912,P=0.000<0.05) showed a
strong positive and significant relationship between taste and customer
patronage of fast food restaurants. However, Sound (t=4.701,
P=0.000<0.05) recorded a low but positive significant relationship with the
patronage of fast food restaurant. These findings agree with the works of
previous researchers as can be seen from the literature review.
7. The five senses (Smell, Touch, Taste, Sight, and Sound) have a tremendous and powerful effect
on customer retention with respect to fast food restaurants. No doubt, marketers have moved
from mass marketing to relationship marketing and most recently to sensory marketing. Sensory
marketing can go far beyond used for advertising. It creates a full experience of what it is like to
interact with a product or brand. When the senses are reached, customers can effectively have
personal experience with the brand. As a result, they buy more of the product and recommend
it to others. This leads to the creation of emotional ties with the consumers.