| مستخلص: |
This research work investigated the determinants of consumer patronage of food vendors inNigeria with reference to south eastern part of Nigeria. The specific objectives of the studywere to investigate the influence of food familiarity, price and vendor’s physical environmenton consumer patronage of food vendors. The study adopted a descriptive survey researchdesign. The population size was unknown while the sample size was 384. Primary source ofdata was used while the instrument of data collection was the questionnaire. The validity andreliability of the research instrument were checked and established. The study used aconvenient sampling technique in reaching the respondents. Multiple regression statisticaltechnique was used to test the formulated hypotheses at 5% level of significance. The findingshowed that menu familiarity and price had positive significant influences on consumerpatronage. The finding also showed that vendor’s physical environment had no significantinfluence on consumer patronage. The findings of the study have many implications to thestakeholders, policy makers, marketers, consumers, potential vendors and future researchers.The study recommended that street food vendors should continue to provide familiar menuoptions in order to boost consumer’s patronage. It was also recommended that food vendorsshould continue to provide menu at affordable price in order to increase consumer patronage.The study also recommended that the physical environment of the vendor’s sales outlets shouldbe more clean, appealing, neat and modern as these will help to increase consumer patronageof food vendors in south-eastern part of Nigeria |
