LOCATION FACTORS THAT DETERMINE PATRONAGE OF FORMAL FAST FOOD OUTLETS IN KARU URBAN AREA OF NASARAWA STATE, NIGERIA

Abstract

This study centers on the evaluation of location factors that determine patronage of formal fast food outlets in Karu Urban Area of Nasarawa state, Nigeria. Since food preparation at home is being replaced by eating out due to increase urbanization hence, an increase in the number of formal fast food outlets; it is pertinent to investigate the location factors that influence formal fast food patronage. Ironically, few studies have been conducted to document factors that predict fast food patronage in a typical developing economy like Nasarawa, Nigeria. Using this as a point of departure, this study mainly identifies possible location factors that determine patronage of formal fast food outlets in the study area. Data were collected using questionnaire based on a quota sampling of 243 respondents. Factor analysis and one-way analysis of variance were used to reduce data and test hypotheses respectively. Post Hoc coefficient was used to test the reliability of the instrument. Analysis of the data showed that economic, neighbourhood and socio-demographic factors such as rental value, availability of land, aesthetics of the outlets, cleanliness, parking space, security and accessibility are significant in patronage of formal fast food with neighbourhood factors like complementarity of land use as the best land factor, followed by economic factors like rental value, and socio-demographic factors such as income in that order. Based on the findings, it was recommended that formal fast food outlets should develop efficient and effective professional consultation on the importance of location for such business in order to choose cite that will best suit formal fast food outlets, food outlets should be well structured to reflect an environment that is attractive with ample parking spaceclose to the consumers and; Karu Urban Area should encourage such investment by providing even redistribution of basic infrastructures and professional bodies like Nigerian Institution of Estate Surveyors and Valuers (NEISV) should assist in creating awareness on the importance of feasibility and viability appraisal before site selection.