FACTORS INFLUENCING STUDENTS’ PATRONAGE OF FAST FOOD DELIVERY SERVICES AMONG UNIVERSITY STUDENTS IN CAPE COAST, GHANA: A QUALITATIVE APPROACH

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F23%3A63570360" target="_blank" >RIV/70883521:28120/23:63570360 - isvavai.cz</a>

Result on the web

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DOI - Digital Object Identifier

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Result language

angličtina

Original language name

FACTORS INFLUENCING STUDENTS’ PATRONAGE OF FAST FOOD DELIVERY SERVICES AMONG UNIVERSITY STUDENTS IN CAPE COAST, GHANA: A QUALITATIVE APPROACH

Original language description

Understanding consumer behaviour is critical for marketing efforts of businesses that aim to succeed in any business environment. Consumer behaviour includes, among others, the actions, thoughts, and emotions that influence the purchasing, usage and disposal of goods and services which inform decisions that individuals are confronted with on daily bases. Literature is replete with consumer decision-making processes as well as factors influencing consumer decisions. However, there is paucity regarding factors that influence the decision-making processes of university students from a developing country like Ghana. Also, as a point of departure, the present study is situated in a university setting and employs a qualitative design. This study therefore explores factors that influence students of University of Cape Coast (UCC) in respect of patronage of specific fast food delivery vendors. Relying on one-on-one interviews, a total of 12 University of Cape Coast students were recruited and interviewed using the multi-stage sampling procedure to solicit their views. Results from the interviews revealed that convenience/proximity, timely delivery and taste of food constitute the top three factors that influenced students’ resolve to patronize fast-food joints delivery services. The sub-categories include quantity of food, packaging and appearance of delivery motor riders. Implications for marketing communications have been discussed.

Czech name

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Czech description

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Type

D - Article in proceedings

CEP classification

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OECD FORD branch

50204 - Business and management

Project

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Continuities

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Publication year

2023

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection

19th International Bata Conference for Ph.D. Students and Young Researcher

ISBN

978-80-7678-194-8

ISSN

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e-ISSN

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Number of pages

14

Pages from-to

10-23

Publisher name

Fakulta managementu a ekonomiky, UTB ve Zlíně

Place of publication

Zlín

Event location

Zlín

Event date

Sep 13, 2023

Type of event by nationality

EUR - Evropská akce

UT code for WoS article

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