Factors Influencing Consumer Buying Behaviour on Fast-Food Product in Emkay’s CafÉ, Mr. Hills and Classic Kitchen Nasarawa

ABSTRACT
The aim of this study was to examine the factors influencing consumer buying behaviour on fast-food product in emkay’s café, Mr. hills and classic kitchen Nasarawa. The study specifically sought to answer research questions related to the influence of social and cultural, psychological/personal class, demographic and economic factors on consumer buying behaviour on fast-food product. The study employed a Descriptive design. A total of 71 questionnaires were distributed to the respondents. However, 71 (100%) respondents participated in this study. These participants were selected using purposive sampling methods to ensure participants meet the criteria for the study. Data were collected using mainly questionnaires and interviews but also methods of observation and documentary reviews were used to supplement collected data as required. Theories and literatures relating to consumers’ buying behaviour were reviewed and summarized and used to develop a conceptual framework, the questionnaire and interviews for studying consumers' buying behaviour on fast-food product the findings of this study it can be concluded that; Consumer buying behaviour on fast-food products is influenced by a unique set of demographic and economic factors, psychological/personal class factors. These factors are non-controllable by producers or marketers but should be aware of these factors and take them into account while formulating their marketing strategies. The study recommends attention should put on personal class factors, psychological/personal, demographic and economic factors while developing, pricing, distributing and communicating products.