尼日利亚拉各斯州选定快餐店的产品感知维度与消费者消费模式

SEIDU ADEBOWALE, PhD, ADEFULU ADESOGA, PhD, ASIKHIA OLALEKAN, PhD
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引用次数: 0

摘要

目的:快餐行业是一个对世界经济做出积极贡献的行业。然而,快餐的消费者担心质量,安全和口味的一致性,以及对更低价格的更好质量的需求,从而影响了快餐产品的销售。由于消费者偏好的变化、顾客的减少和快餐消费的减少,老品牌的竞争力已经下降,因为新运营商推出了一系列创新产品,这使得预计的销售增长业绩的可持续性面临不确定的风险。因此,本研究考察了产品感知维度对消费者快餐消费模式的影响。方法:本研究采用调查研究设计。本研究采用方便抽样的方法,选取1595名在家就餐的消费者参与调查。研究发现:产品感知维度对所选快餐店的消费者消费模式有显著影响。建议:企业管理者应注意这些因素,以增强消费者对快餐的消费模式,从而增强尼日利亚快餐行业的增长和可持续性。关键词:消费模式,快餐,产品感知引文:Seidu, A, Adefulu, A, Asikhia, O.(2023)。尼日利亚拉各斯州选定快餐店的产品感知维度与消费者消费模式商业战略杂志;管理学报,21(4),344 - 344。http://dx.doi.org/10.61426/sjbcm.v10i4.2746。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
PRODUCT PERCEPTION DIMENSIONS AND CONSUMER CONSUMPTION PATTERN OF SELECTED FAST-FOOD RESTAURANTS IN LAGOS STATE, NIGERIA
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.
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