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

Kód výsledku v IS VaVaI

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Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

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

Popis výsledku anglicky

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.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Rok uplatnění

2023

Kód důvěrnosti údajů

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

Název statě ve sborníku

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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Počet stran výsledku

14

Strana od-do

10-23

Název nakladatele

Fakulta managementu a ekonomiky, UTB ve Zlíně

Místo vydání

Zlín

Místo konání akce

Zlín

Datum konání akce

13. 9. 2023

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

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