A CRITICAL SURVEY OF ADVERTISING AS A DETERMINANT OF CUSTOMER PATRONAGE IN THE FAST FOOD INDUSTRY

ABSTRACT: The research work titled “the relevant of advertising as a determinant of customer patronage for fast food (a case study of Chiky and Early in Owerri Metropolis was carried out with objectives. To determine how advertising has affected the decision to buy Early or chiky. To determine the brand of fast food that is more available than the other and the customer demand for it. To suggest ways the companies should follow to make better progress in bottling their brands and for them to satisfy their customers to achieve the above objective, related literature were reviewed as a determinant of customer patronage for fast food. In addition to primary and secondary data were collection to solve the research problem and questionnaire were used to research problem and questionnaire were used to research instruments. The population of the study comprised the customer distributors and the management and relevant staff of both early and chiky fast food in owerri metropolis. The research used census survey on management and relevant staff because the population under study was small, while topman’s formular was used to determine the sample size for customers and the distributors. In organizing and presenting the data collected, table, frequencies and percentage were used. Based on the analyzed data, the following findings were made. The customer in Owerri indicates that the price of chiky is higher than that of early. They also observed that advertising helps to create awareness of both products. Customers are more satisfied with the advertising that leads to purchase of chiky than Early. Based on the findings, recommendation were made, Both companies should engage in advertising strategies that are relevant and other promotional activities that appeals to customers for efficient and relevant goals achievement. The two companies should maintain continuous availability of their products. Early fast food should reduce the price of their product order to attract more customers. Early should look into the advertising that leads to more purchase of their product. If the above suggestions and recommendation are relevant and efficiently implemented both companies will experience a profound change in their advertising performance and customers will be better served.