CHAPTER ONE1.0 INTRODUCTION1.1 BACKGROUND OF THE STUDY The popularity of fast food is indicative of changing lifestyles, the growingtrend of convenience and consumers needs for value for money.Despite all the threats that fast food industry is currently facing like risingcommodity prices, an excessive supply of fast food outlets, in the market, loadshedding and hygiene scandals, the fast food industry is still shaving remarkablegrowth. There is a perceived increase in the number of fast food restaurants thatcrop up in every city and township in Nigeria. Thus suggesting that the sector isgaining acceptance among customers (Salami and Ajobo, 2012).Fast foods save house hold much time and physical energy after a long workingday, and with fast food to rely on, experienced consumers such as young singleswho cater for themselves, no longer require cooking skills to put meals on the table(Caraher, et al, 1999; Marshall, 2005). As business activities in Nigeria becomes increasingly complete, individualsare constantly been kept away from home in their struggle for daily bread. Theseindividuals possesses their distinct demographic characteristics which through thisstudy the impact will be observed on the fast food industry. The complex businessactivities has resulted in the increase in fast food firms springing up in all nooks1
and crannies of our cities and town. This is done in order to satisfy the hunger andtaste drive of the work force, students, business men and women, travelers etc. Ofwhich the demographic characteristics of customers or potential customersintended to satisfy must be put in mind. This is why this study is focused on theimpact of Demographic characteristics on fast food industry in Nigeria.
1.2 STATEMENT OF THE PROBLEMIn an attempt of having a competitive edge over one another in the fast foodindustry, competitors are applying different marketing skills to neutralize the effortof the other. Some develop their strategy by reducing their prices to have a greatermarket share, others place their fast food firm in such a way that it can fit in withall demographic factors which is a great challenge. This has resulted into a greatproblem facing the sector.The rising cost of condiments (salt, pepper and so on) exert a negativeimpact on the consumer who has to pay high price in order to consume fast food.In addition, the rising cost of acquiring accommodation to start a fast food businesshas significantly affected the operators of this industry as increasing cost ofaccommodation are been paid for indirectly by the consumers of the fast food.It is also observed that the age of consumers who frequent the fast foodrestaurant in diverse ways influence the patronage and this has to a great extentposed challenge in the fast food industry. Individuals, employed and unemployed2