Factors Influencing Consumer Choice of Fast Food Outlet: The Case of an American Fast Food Franchise Brand Operating in a Predominantly Rural Community

Olabanji. A. Oni, Tafadzwa Matiza


The slow penetration retail centres into previously disadvantage communities has contributed to the expansion of fast food franchises into townships and rural communities. The aim of this study was to establish the value and relevance of the salient factors influencing rural-consumer choice of fast food outlet. A quantitative survey was undertaken, with data being generated from a convenient sample of N=267 respondents. Data were analysed by utilising the Statistical Package for Social Sciences 20.1. Importantly, the study established that affordability was the main motivator for rural-based consumers in their selection of fast food outlet. The study further established that the traditional salient factors of value for money, convenience and accessibility were significant factor influencing their choice of fast food outlet. It was also found that factors such as nutritional value and the variety of the menu were not significant influencers amongst the respondents. As a result of the study the paper also determines that the country of origin of the franchise brand does not play a distinctive role in the consumer decision process. However, this paper recommends further qualitative research into the consumer buyer behaviour for rural fast food consumers to generate further empirical data as fast food franchise brands continue to explore new previously disadvantaged markets.

DOI: 10.5901/mjss.2014.v5n20p802

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Mediterranean Journal of Social Sciences ISSN 2039-9340(Print) ISSN 2039-2117(Online)

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