Determinants of Fast Food Consumption in Kano Metropolis

Amina Umar Suleiman, Surayya Dahiru Alhassan, Aliyu Abdulrauf and Sulaiman Umar Sulaiman
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Amina Umar Suleiman: Hussaini Adamu Federal Polytechnic, Kazaure, Jigawa State, Nigeria
Surayya Dahiru Alhassan: Hussaini Adamu Federal Polytechnic, Kazaure, Jigawa State, Nigeria
Aliyu Abdulrauf: Hussaini Adamu Federal Polytechnic, Kazaure, Jigawa State, Nigeria
Sulaiman Umar Sulaiman: Hussaini Adamu Federal Polytechnic, Kazaure, Jigawa State, Nigeria

African Journal of Commercial Studies, 2025, vol. 6, issue 4

Abstract: Given the changes in consumption behavior, which can be attributed to the proliferation of fast food outlets all over Kano metropolis, there is a need to identify the determinants of fast food consumption in the study area. The study employed a qualitative response econometric tool to examine the effects and significance of some of the factors responsible for determining the consumption of fast food in the Kano metropolis. The research is premised upon the theory of consumer behavior. Four hundred and eight (408) residents were selected randomly across the eight (8) local government areas that constitute Kano metropolis. Ordered logistic regression was used to analyze the data. The study provides more insight into the trend of fast food consumption in the Kano metropolis, where gender, geographical location, type of occupation, price of fast food, amount of money, and time spent on homemade food turned out to be significant in determining the likelihood of fast food consumption in the study area. It is recommended that a food pricing policy should be implemented to regulate fast food consumption. This is in addition to intensifying awareness campaigns on the dangers of fast food consumption, which should be targeted at male residents and inhabitants of the core urban centers of Kano Metropolis.

Keywords: Consumer Behavior; Fast food; Kano Metropolis; Food consumption; Nigeria (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:cwk:ajocsk:2025-78

DOI: 10.59413/ajocs/v6.i4.4

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