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Determinants of Fast Food Consumption in Kano Metropolis

Author

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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)

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.

Suggested Citation

  • Amina Umar Suleiman & Surayya Dahiru Alhassan & Aliyu Abdulrauf & Sulaiman Umar Sulaiman, 2025. "Determinants of Fast Food Consumption in Kano Metropolis," African Journal of Commercial Studies, African Journal of Commercial Studies, vol. 6(4).
    • Handle: RePEc:cwk:ajocsk:2025-78
    DOI: 10.59413/ajocs/v6.i4.4
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    References listed on IDEAS

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    1. H. Leibenstein, 1950. "Bandwagon, Snob, and Veblen Effects in the Theory of Consumers' Demand," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 64(2), pages 183-207.
    2. Saghaian, Sayed & Mohammadi, Hosein, 2018. "Factors Affecting Frequency of Fast Food Consumption," Journal of Food Distribution Research, Food Distribution Research Society, vol. 49(01), March.
    3. Kelvin J. Lancaster, 1990. "Modern Consumer Theory," Books, Edward Elgar Publishing, number 270, June.
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