THE INFLUENCE OF ADVERTISING ON SALES OF FAST FOOD PRODUCTS. A CASE STUDY OF KFC KOFORIDUA IN THE NEW JUABEN MUNICIPALITY

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 TABLE OF CONTENTS