Positioning Strategies and Customer Patronage of Fast-Food Firms in Port Harcourt, Nigeria

Abstract

Our research focus was to investigate the relationship between positioning strategies and customer patronage of fast food firms in Port Harcourt Metropolis in Nigeria. We applied a descriptive research design using cross sectional survey. A self-administered questionnaire was employed with a sample size of 123 which is conveniently extracted from fast food employees out of which110 copies were found useable. To ensure reliability, the Cronbach’s Alpha reliability measure was applied using ‘SPSS’ version 20.0. In analyzing the relationship between our variables of interest and to test the hypothesis, multiple regression analysis was employed with the application of SPSS 20.0 and GRETL software packages. Our findings showed an insignificant relationship between all positioning strategies and customer patronage. Although our estimated relationship of interest was not spurious but only 2.5% of the variation in Customer patronage was explained by the joint influence of customer expectation, location, service quality and assortment.

Keywords: Positioning strategy, Customer patronage, Customer expectation, Location, assortment, Dineserv