INVESTIGATION OF DETERMINANTS OF CONSUMERS’ SATISFACTION AMONG FAST FOOD MARKETS IN DELTA STATE, NIGERIA

This study investigates consumers′ satisfaction index and its determinants in fast food markets in Asaba, Delta State. The investigation of consumer’s satisfaction is the first step in evaluating the performance of fast food markets. Specifically, the study determined Consumers Satisfaction Index (CSI) and factors that significantly influence it in fast food markets. Cross sectional data obtained with structured questionnaire from randomly selected 130 consumers were subjected to analysis using descriptive statistics, correlation and multiple regression analysis. The result indicated a Consumers Satisfaction Index of 60%. Test of hypothesis indicated that there is significant relationship between product price and the quality of satisfaction/utility derived by consumers of fast food.. Further result indicated that price and attitudes of marketers towards customers were the significant determinants (p<0.05) of consumers′ satisfaction of fast food in the study area. The study concluded that consumers′ satisfaction level is the bedrock of customer′s loyalty, continuous patronage and better marketing performance. It was recommended that fast food marketers should operate with moderate prices and better attitude towards customers at the counter in their strategic marketing plan