ABSTRACT
This research work on influence of stores image on consumer patronage. A case study of Appetizer fast food outlets in Enugu.
The work is aimed at revealing the effects of ecological design, stores atmosphere and pricing as it helps consumers in choice of fast foods outlets to patronize over another.
The research is considering a sample size of five (5) fast foods outlets to be selected, and the instrument to be employed as follow up fore the study are Questionnaires, oral interview and personal observation.
The work under study, is interested in knowing how individual motive, consumer well being and interest of the patronize can be handled in relation to store image enhancement.
The factors that attributes/assist consumer in making decisions in patronizing a particular store over others could be either social, political or Economical in nature. The stores image have been seen as an important facilitating factor which can influence consumer decision to patronize certain fast food outlets.
Psychologists tell us that motives are hidden and decision motives of individuals are only known to such individuals. The decision of consumers to patronize particular store over other stores could be influenced by various social, political and economic factors, and commercial vendors endeavour to provide every conceivable inducement factors to influence consumers decision towards the patronage of one store over another.
Marketing research seems to have identified stores image as an important facilitating factors which could easily influence consumer decisions to patronize certain stores. For instance the word “Image” is psychological and can be perceived from various behavioural considerations, for example the habit of stocking quality goods, consistent suppliers of needed goods and maintaining a patterned service ethic assists customer to obtain goods from wherever such goods could be located.
Store atmosphere consequently is as a result of high density shopping environment, wide range of product assortment, packing space and price reduction.
The result of such perceived crowding is systematically affecting consumers buying habit shopping behaviour and feeling about retail outlets.
The image element of merchandise to do with the goods and services offered by a retail outlet. There are five attributes considered to be important quality, selection or assortment, styling, guarantees and pricing for instance the product variety and assortment of a store has been formed to influence store choice or image. Besides, consumers prefer store that offer either a wide variety or product line brand and prices or substantial depth or breath of assortment.
The individual attention at the store level is expected to be a strong element on the retailers survival and demographic data to establish on going personal relationship with their regular customers and uplift their image.
Another important consumers store choice have much to do with their social class membership consumers would tend to patronize those stores where persons similar to themselves are perceived to be shopping. Thus, an important marketing process occurs between the consumer self image and the store image to influence where people shop with choice being made of store that posses image which are similar to the image of consumer, is a complex or tangible functional factors and intangible or psychological factors that consumers perceive to be present in a store, it’s the way in which the store is defined in the consumer’s mind.
Consequently, marketer need to understand what evaluation criteria consumers need in store choice, what image consumers have of the retailers store and home this image compare to an ideal image and to competitors image.
Store management must determine the unique market segments they want to use in other to attract them in developing a store image useful influencing patronage by those segments.
There is basic need for periodically review desired market segment and the consistency of stores image to those segment such activities should prove useful in satisfying consumers needs and in maintaining the viability of the organization.
Appetizer Fast Food Company was established in March, 2001. The company has (16) sixteen staff and it is strategically located at No. 1 Nkpokiti Ogui New Layout. Although the company is relatively new and promising but there is till need for the company to improve on the customers patronage by learning a food image.
Thus in this study the research, examines the influence of store image on customers patronage of fast food with interest on Appetizer – Enugu.
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A research study undertaken is geared towards achieving certain objectives, these includes the following:
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