STRATEGIC MARKET ORIENTATION AND BRAND PREFERENCE AMONG FAST FOOD RESTAURANTS IN ENUGU STATE, NIGERIA

Abstract

This study examined the effect of strategic market orientation on brand preference among fast food restaurants in Enugu State, Nigeria. The study is quantitative in nature. Data were sourced using primary and secondary sources. Questionnaires were the main instrument used for data collection. Three hypotheses were formulated and tested in line with the main objective of the study. The sample size of the study was 384 and this was randormly selected from managers of fast food restaurants in Enugu State.Multiple regression analysis was used to test the effect of the independent variables on the dependent variable. Results showed that market orientation variables including: customers’ orientation, competitors’ orientation, and inter-functional coordination have significant effect on brand preference among the fast food restaurants in Enugu state.