Abstract:
This study examines the influence of advertising on sales of fast food products: A case of KFC
Koforidua in the New Juaben Municipality. To obtain this, the study dealt with three main
objectives, the study first identifies the promotional tools adopted by KFC, Koforidua. The next
objective was to determine the effect of advertising on the consumption of fast food products at
KFC, Koforidua and finally to identify the factors influencing consumer patronage of fast food
products at KFC, Koforidua.
Structured questionnaires were administered to 100 consumers who patronize in fast food
products from KFC, Koforidua and 30 workers who work in KFC, Koforidua in the New Juaben
Municipality in the Eastern Region of Ghana to elicit information on respondents characterisitcs,
respondents’ opinion on promotional tools adopted by KFC, Koforidua, effects of advertising on
consumer patronage of fast food products at KF and factors influencing consumer patronage of
fast food products at KFC, Koforidua. The researcher employed the SPSS software version 27.0
was employed for the analysis.
Results indicate that advertising of fast food products at KFC in Koforidua has made the fast
food outlet attractive to consumers and that it has increased the confidence of consumers to buy
from KFC. The study also found increase in sales due to increase in demand for fast food
products from KFC outlet in Koforidua.
It is recommended that the management of KFC Koforidua should continue to engage the
services of professionals who have knowledge in other promotional tools which can help
develop and improve their advertising of their fast food products since it has a greater influence
on consumer buying decision and also help increase salevii
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