PRODUCT PERCEPTION DIMENSIONS AND CONSUMER CONSUMPTION PATTERN OF SELECTED FAST-FOOD RESTAURANTS IN LAGOS STATE, NIGERIA
Abstract
Purpose: The fast food sector is one industry that is contributing positively to the world economy. Notwithstanding, consumers of fast food are worried about the quality, safety, and consistency in taste, as well as demand for better quality at lower prices which thus affects the sales of fast food products. The old brands have become less competitive due to changes in consumers’ preferences, less patronage, and low consumption of fast food, as newer operators introduce a range of innovative products and this has put the sustainability of projected growth performance in sales at risk of uncertainty. Hence, this study examined the effect of product perception dimensions on consumer consumption patterns of fast foods.
Methodology: The study adopted a survey research design. For this study, 1,595 eat-in consumers were selected by convenient sampling technique to participate in the survey.
Findings: The findings revealed that product perception dimensions have a significant effect on consumer consumption patterns of selected fast-food restaurants.
Recommendations: Business managers should pay attention to these factors to enhance the consumption pattern of fast food by consumers, and thus enhance the growth and sustainability of the fast food industry in Nigeria.
Keywords: Consumption pattern, Fast food, Product perception.
CITATION: Seidu, A., Adefulu, A., Asikhia, O. (2023). Product perception dimensions and consumer consumption pattern of selected fast-food restaurants in Lagos State, Nigeria. The Strategic Journal of Business & Change Management, 10 (4), 219 – 232. http://dx.doi.org/10.61426/sjbcm.v10i4.2746.
Full Text:
PDFReferences
Abdalla, M. A., Sulieman, S. A., El-Tinay, A. H., & Khattah, A. G. H. (2009). Socio-economic aspects influencing food consumption patterns among children under the age of five in rural areas of Sudan. Pakistan Journal of Nutrition, 8(5), 653-659. DOI:10.3923/PJN.2009.653.659
Bahadoram, Z., Mirmiram, P., & Azizi, F. (2015). Fast food pattern and cardiometabolic disorders: a review of current studies, Health Promotion Perspective, 5(4), 231-240. DOI: 10.15171/hpp.2015.028
Barker, M. J. (2016). Marketing: An introductory text. 7th Ed, London: Mc Millan Business. https://www.amazon.co.uk/Marketing-Introductory-Michael-J-Baker/dp/0333663233
Bolton, S. (2015, May 5). Disposable income increases, driving demand for leisure. Market Realist. Retrieved from https://marketrealist.com/
Brown, W. V., Carson, J. A., Johnson, R. K., Kris-Etherton, P. (2015). JCL roundtable: Fast food and the American diet, J. Clin. Lipidol, 9(1), 3-10. doi: 10.1016/j.jacl.2014.12.002
Brunso, K., Fjord, A. T., & Grunert, K. G. (2002). Consumers' food choice and quality perception, The Aarhus School of Business, Working Paper No. 77. https://www.semanticscholar.org/paper/Consumers'-food-choice-and-quality-perception-Bruns%C3%B8-Fjord/96d083d29815390f38e4a9e376f5d1982d0908f0
Chkoniya, V., Madsen, A.O., & Bukhrashvili, B. (2020). Anthropological Approaches to Understanding Consumption Patterns and Consumer Behavior. IGI Global Online Bookstore: www.igi-global.com/
Dindyal, S., & Dindyal, S. (2003). How personal factors, including culture and ethnicity, affect the choices and selection of food we make, The Internet Journal of Third World Medicine, 1(2), 1-8. DOI:10.5580/2231
Dingman, D., Schulz, M., & Wyrick, D. (2014). Factors related to the number of fast food meals obtained by college meal plan students. J Am Coll. Health, 62, 562-69. DOI: 10.1080/07448481.2014.945456
Dolekoglu, C. O., Yilmaz, S., Gun, S., & Uysal, O. K. (2012). The food safety perception in Turkey: Gender variation. Review of Research and Social Intervention, 36, 178-196. https://www.semanticscholar.org/paper/The-food-safety-perception-in-Turkey%3A-gender-Dolekoglu-Y%C4%B1lmaz/7282d11eb14dcc3e07946818d24164ea100caeae
Eromosele, A. (2014, July 16). The Nigerian Fast Food Industry Grossed N230bn in 2013. Thisday Newspaper. Retrieved from http://allafrica.com /
Euromonitor International (2018, April). Country report: fast food in the US, the UK, France, South Africa, and Nigeria, executive summary. https://www.euromonitor.com/fast-food-in-the-us/report; https://www.euromonitor.com/fast-food-in-nigeria/report
French, S. A., Harnack, L., & Jeffery, R. W. (2000). Fast food restaurant use among women in the pound of preventive study: Dietary, behavioral and demographic correlates. Int. J. Obes. Relat. Metab. Disord, 24(10), 1353-1359. DOI:10.1038/sj.ijo.0801429
Garvin, D. A. (1987). Competing on the eight dimensions of quality. Harvard Business Review, 1-8. Retrieved on April 04, 2020 from https://hbr.org/
Giray, F. H., Akyn A., Dolekoglu, C., & Gun S. (2012). The food safety perception in Turkey: Gender variation, Review of Research and Social Intervention, 36, 178-196. https://www.semanticscholar.org/paper/The-food-safety-perception-in-Turkey%3A-gender-Dolekoglu-Y%C4%B1lmaz/7282d11eb14dcc3 e07946818d24164ea100caeae
Grunert, K. (1986). Determinants of attribute information usage, Journal of Economic Psychology, 7, 95-124. https://doi.org/10.1016/0167-4870(86)90015-2
Grunert, K. G. (2002). Current issues in the understanding of consumer food choice. Food Science and Technology, 13(3), 275-285. https://doi.org/10.1016/S0924-2244(02)00137-1
Grunert, K. G . (2005). Food quality and safety: consumer perception and demand, European Review of Agricultural Economics, 32(3), 369–391. https://doi.org/10.1093/eurrag/jbi011
Grunert, K. G. (2007). Health claims and consumer behavior, paper presented at Food in Action Congress, Brussels, Belgium. DOI 10.1007/s10389-007-0101-9
Grunert, K. G., Larsen, H. H., Madsen, T. K., & Baadsgaard, A. (1996). Market Orientation in Food and Agriculture. Boston, MA: Kluwer. https://doi.org/10.1093/erae/24.1.150
Islam, M., Islam, M. M., Azim, A. Y. M. A., Anwar, R., & Uddin, M. (2014). Customer perceptions in buying decisions towards branded Bangladeshi local apparel products. European Scientist Journal, 10(7), 482-497. DOI: 10.4236/am.2010.16073
Khan, T., Powell, L. M., & Wada, R. (2012). Fast food consumption and food prices: Evidence from panel data on 5th and 8th grade children. Journal of Obesity, 1-8. DOI: 10.1155/2012/857697
Kotler, P., & Keller, K. L. (2012). Marketing management. 14th ed. Upper Saddle River, New Jersey, USA: Pearson Education, Inc. https://books.google.com.ng/books/about/Marketing_Management.html?id=eMZRYgEACAAJ&redir_esc=y
Kwock, C. G., Lee, M. A., & Park, S. H (2012). Consumption patterns and perception analyses of Hangwa, Prev. Nutr. Food Sci., 17(1), 71–77. DOI:10.3746/pnf.2012.17.1.071
Market Research (2020, December). Fast-food restaurants market global briefing 2020-30: Covid-19 growth and change including quick service; full service; others – service. Market Research. https//marketresearch.com/
Mensah, J.O., Adioo, R. & Teye, A.N. (2013). Analysis of street food consumption across various Income Groups in the Kumasi metropolis of Ghana. International Review of Management & Business Research, 2 (4), 951-961.https://www.semanticscholar.org/paper/Analysis-of-Street-Food-Consumption-Across-Various-Mensah-Aidoo/88435578f377290c1c49845a7b01c8a70bcf0315
Montgomery, G. (2015). When corporate interests impact public health: Addressing the food industry’s role in the South African obesity epidemic using lessons learned from the global response to tobacco, Thesis, Georgetown University. https://www.researchgate.net/publication/315060324_Corporate_Interests_and_ Public_Health_Addressing_the_Food_Industry%27s_Role_in_South_Africa%27s_Obesity_Epidemic_Using_Lessons_Learned_from_the_Global_Response_to_Tobacco
Opoku-Mensah, S., Affedzie-Obresi, S., & Agbekpornu, H. (2016). Determinants of consumer patronage for Ghana-grown chicken. International Journal of Science and Research, 5(3), 895-901. https://www.semanticscholar.org/paper/Determinants-of-Consumer-Patronage-for-Ghana-Grown-Opoku-Mensah/f5da012f8e138821dfb278c0af665425763f98d7
Pereira, M. A., Kartashov, A. I., Ebbeling, C. B., Van Horn L., Jacobs, D. R., & Ludwig, D. S. (2005). Fast-food habits, weight gain, and insulin resistance (the CARDIA study): a 15-year prospective analysis. Lancet, 365, 36-42. https://experts.umn.edu/en/publications/fast-food-habits-weight-gain-and-insulin-resistance-the-cardia-st
Research and Market (2018, January 30). Global fast food market 2018-2022: Key challenges, trends & drivers - market to grow at a CAGR of 5.16%. Research and Market. https//researchandmarket.com/
Rezende, D., & Avelar, A. E. S. (2012). Factors that influence the consumption of fast food outside the home. International Journal of Consumer Studies, 36, 213- 240. DOI:10.1111/J.1470-6431.2011.01032.X
Rika, B. (2018, October). The difference between food safety and food quality is explained. ASC Consultants. https://ascconsultants.co.za/
Roininen, K., Tuorila, H., Zandstra, E. H., de Graaf, C., & Vehkalahti, K. (2001). Differences in health and taste attitudes and reported behavior among Finnish, Dutch, and British consumers: A cross-national validation of the Health and Taste Attitude Scales (HTAS). Appetite, 35, 33-45.
Schiffman, L., Hansen, H., & Kanuk, L. (2007). Consumer behavior: A European Outlook. London: Pearson Education. doi: 10.1006/appe.2001.0414
Steenkamp, E. M. (1990). Conceptual model of the quality perception process. Journal of Business Research, 309-333. https://doi.org/10.1016/0148-2963(90)90019-A
Thakkar, K., & Thatte, M. (2014). Consumer perceptions of food franchise: A study of McDonald's and KFC. International Journal of Scientific and Research Publications, 4(3), 1-5. https://www.ijsrp.org/research-paper-0314/ijsrp-p2723.pdf
Transparency Market Research (2018), the Global fast food market is expected to reach USD617.6 billion globally by 2019. http//www.transparancymarketresearch.com/pressrelease/
Vannoppen, J., Verbeke, W., & Van-Huylenbroeck, G. (2002). Consumer value structures towards supermarket versus farm shop purchase of apples from integrated production in Belgium. British Food Journal, 104, 828–844.
Ventura-Lucas (2004, February 8-11). Consumer perceptions and attitudes towards food safety in Portugal. Paper prepared for presentation at the 84th EAAE Seminar ‘Food Safety in a Dynamic World’ Zeist, The Netherlands. DOI:10.22004/AG.ECON.24986
Wang, Y., Wang, L., Xue, H., & Qu, W. (2016). A review of the growth of the fast food industry in China and its potential impact on obesity. International Journal of Environmental Research and Public Health, 13(11), 1112. https://doi.org/10.3390/ijerph13111112
Yang, D., Shuang, R., Yangbo, S., Buyun, L., Yuxiao, W., Linda, G. S. Robert, B. W., & Wei, B. (2021). Association between frequency of eating away-from-home meals and risk of all-cause and cause-specific mortality. Journal of the Academy of Nutrition and Dietetics, 1 (12), 1-20. https://doi.org/10.1016/j.jand.2021.01.012
DOI: http://dx.doi.org/10.61426/sjbcm.v10i4.2746
Refbacks
- There are currently no refbacks.
This work is licensed under a Creative Commons Attribution 3.0 License.
PAST ISSUES:
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.