Influence of Promotional Strategy on Consumer Decision Making on Fast Food Restaurants in Kisumu County

Abstract

The study undertook to examine the Influence of Promotional Strategy on Consumer Decision Making on Fast Food Restaurants in the County of Kisumu, Kenya. Its aim was to find out what promotional strategy these new fast foods, most of them foreign, were using to enter and get established in the market when other players are packing out. The study population was made up of the newly established fast food restaurants in Kisumu County, not more than 3 years ago. The unit of analysis was the customers that patronized the restaurants which was a sample of 120 respondents. The study adopted a descriptive cross-sectional survey. The research data was primary and being collected using self-administered questionnaires. Analysis of the data was done using descriptive statistics and the tool was Statistical Packages for Social Sciences (SPSS) version 23. The results of the study revealed that the type of promotional strategy employed by a fast food restaurant significantly influences the customers’ decision making process. Specifically, the results disclosed that, advertisement and sales promotion were the main strategies that impacted most of the consumers’ decision unlike the other strategies. This research had its own share of challenges, some of which were company policies that barred the interrogation of consumers within their premises. The study recommends that a similar research be done covering all other restaurants in order to also examine why customers choose to eat out. Future research should also consider studying how the respondents’ characteristics distinctively influence the promotional strategy adopted by the fast food restaurant