CHAPTER ONE

INTRODUCTION

1.1 Background to the Study

The need for an organization to properly coordinate its marketing communications

strategies in order to deliver a clear, consistent, credible and competitive message about itself

and its product has become a challenge today for every result-oriented firm. Effective marketing

communications should therefore be an integral part of every efficient and result driven

organization. How innovative and creative marketing communications practitioners are

inappropriately combining, coordinating, and efficiently using marketing communication tools

will have great impact on their companies’ products/services and by extension, on such products’

market share. This again could pose serious challenge to competing companies across markets in

the country. Marketing communications has grown in recent years because it has been seen to

represent the voice by which companies can establish a dialogue with customers and other

stakeholders about their product or service (Murangiri, 2014). Kitchen, Bringell, Li, & Jones,

(2004) noted that the vital role of marketing communication is to build a close relationship with

the customer. Therefore, marketing communication is the result of aligning activities,

procedures, messages, and goals in order to communicate with consistency and continuity within

and across formal organizational boundaries (Christensen, Cornelissen, &Morsing, 2007).

In view of this marketing communication is a holistic system of communication in which

different techniques and tools can complement each other in the achievement of a company’s

marketing communication objectives (Gilmore, 2011). Onu (2005) “describes a consumer as a

particular individual who makes a conscious decision to purchase goods or services from and

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patronize a particular firm or shop”. The attributes of a consumer include; freedom of choice in

the purchase decision, conscious exercise of that choice which results in the selection of certain

goods and services and the rejection of others, involvement at the point of service delivery, and

continuous patronage of a particular shop or outlet. Choice of preference for opportunity cost of

products by individuals and groups enlarges so much in time and occasionally individual

interests clash. The wasted time in decision making by individuals and groups and their

willingness to part with their money is a big setback on sales and performance. The major

decision a buyer makes in a group and how his choice influences others is a problem in

consumer behaviour. Consumer choice is the totality of consumers’ decisions with respect to the

acquisition, consumption, and disposal of goods and services. Marketing Communication

approach believes that a company must leave no chance for error, no patience for

miscommunication, and no time for confusion. (Picton and Broderick, 2005). The marketing

communications approach placed much premium on the consistency of messages, that by this, it

posits that communications effort of a company through its different products must project a

unified voice. Business (companies) must be able to deliver the right message in the right

medium to elicit the right results. (Schultz and Kitchen, 1997). A simple argument for marketing

communication is that there are financial, competitive and effective benefits to be achieved

through the synergy afforded by the process of integration (Peltier and Schult, 2003; Smith,

2002; Shultz & Kitchen, 2000; Thomas, 2001; Picton and Hartley, 1998).

The development of marketing communication can be traced to the early 1980s when many

Americans advertising agencies started to feel threatened by their clients’ attempt to save money

through direct media buying and patronage and creative boutique operations. Added to these

forces were the inclinations of many advertisers to shift money from advertising to more

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immediate and effective aspect of marketing. These developments came to a climax towards the

early part of 1990s when advertising agencies started to offer more than their traditional

functions of just producing and placing advertising in the media. The advertising agencies then

saw that their survival in the turbulent decade of the 1980s depended on providing integrated

strategies. The question one might ask here is “were advertising agencies not adding value to

their clients’ programmes marketing communication they were but not in ‘an integrated sense’.

In this respect, Kliatchko (2005) opined that value added services need not start and end in only

advertising messages and strategies. But now, in an expanded view of advertising, advertising

agencies must positively evolve specific promotional mix to provide clarity, consistency and

maximum communication impact.According to Macinnis and Hoyer (2008), it involves more

than just the way that a person buys tangible products. It also includes consumers’ use of

services, activities, experiences and ideas. The challenge of getting the attention of and

remaining in the mind of the consumers have steadily increased, requiring organizations to create

nicely planned and comprehensive marketing communication programmes in order to achieve

organisational objectives. All marketing efforts should be, consumer focused, consumer centric,

consumer oriented, and consumer obsessed, backed by marketing communications aimed at

generating consumer satisfaction as the key to satisfying organizational goals. For a business to

succeed in a competitive market where different brands compete for patronage and consumers

have freedom of choice, coupled with high running costs, there is need for proper understanding

of what the consumers need, want, and what they feel about the company’s products and

services. Organizations are required to be consumer-oriented and quality focused on utility

creation to satisfy consumer’s needs (Eze, Nnabuko and Beredugo, 2014).

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 Similarly, customer patronage is an important factor in the customer strategy of any

organization. Increasing customer patronage has become a hot topic among managers,

consultants, and academic scholars (Keiningham et al., 2007). The importance of this issue is due

to the fact that it leads to purchase of goods and services by the customers. Organizations and

institutions that are successful in gaining customer patronage have a major competitive

advantage (Aksu, 2006). Anderson and Narus (2004) believe that retaining existing customers

is a much more effective strategy for the organization than attempting to attract new customers to

replace the lost ones (Gee et al., 2008). As a result of facing crowded and ultra-competitive

markets, service providers in many industries have switched their marketing strategy from

attracting new customers to keeping existing customers through increased patronage (Shoemaker

et al., 1999 as cited in Haghighi et al., 2012). Understanding the factors that responsible for the

patronage of restaurants could help in properly assisting and encouraging the restaurant

operators to perform better since they have the potential of contributing immensely to the

nation’s economy. The importance of identifying and analyzing factors that influence the

consumers when he/she decides to patronize local food restaurants is very crucial hence; it is a

necessity for local food restaurant operators to know what determines and influences the

customers.

For local food restaurant owners, it is important to understand specific decision-making

criteria customers use for restaurant selection in order to be able to affect customers’ selection

decisions. According to Kotler et al. (2011), customers seek “a set of benefits” with various

capabilities for satisfying their needs. Many marketers consider product packages for restaurants

in which food and beverages are only a small part of the package. If customers also view

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restaurant services as a package, they will consider multiple criteria for choosing restaurants

(Sloan, 2004 as cited in Ling,Mun & Ling, 2011).

The importance of the customer and customer patronage is so germane. It includes

financial and non-financial dimensions. Various studies have been carried out on what influences

or impacts on level of customer patronage. They include- firm’s capability, product or services

attributes, economic situation, political forces, social and psychological factors, situational,

competition, marketing mix programs (Schiffman & Kanuk 2009 as cited in Ogwo & Igwe,

2012; Kotler and Keller 2006). Experience shows that defining and measuring patronage is a

difficult task. Attitude and actual usage patronages have been used as measures of customer

patronages (Ogwo & Igwe 2012). Dick and Basu (1994) precisely suggested that favorable

attitude and repeat purchase were pre-requisites to defining patronage. Intention to use is defined

as a specific desire to continue relationship with a service provider (Czepiel and Culmore, 1987

as cited in Ogwo & Igwe, 2012). Predicting consumer patronage becomes important in defining

the marketing programs of local food restaurant operators in order to give more value to their

customers and as a consequence, increase patronage. In order to have an impact on and retain

customers, the first step is to identify certain influencing factors for local food restaurants’

patronage.

1.2 Statement of the problem

The use of marketing communication confronts certain restrictions associated with the

technique adopted by business organizations. Ineffective awareness would have made the

catering services stagnant and there will surely alot of loss than income. Poor or low quality of

product picture will also keep consumers away instead of attracting them to patronize the

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business. These factors militate against effective marketing communication n catering services

and this study intends to fill the void.

There are divergent opinions in the effectiveness of marketing communications in

promoting consumers’ patronage of products. Some scholars belief on the traditional approach of

using solely any of the promotional mix elements while others have strong belief in the synergy

that the integration of the elements would create; (Reid, 2003;Copley, 2004) amongst others. The

need for an organization to properly coordinate its marketing communications strategy in order

to deliver a clear, consistent, credible and competitive message about itself and its products has

become an issue of concern, which every focus driven and result oriented firm wishes to

overcome today. Similarly, the marketing environment is becoming more highly competitive,

and the once glamorous world of advertising is loosing out to marketing communications under

which managers can combine approaches and allow brands to speak with a single voice across

all media formats. Swan and William, (2004) argued that a major organizational problem that

most companies face is that the various components of the promotional mix are often seen as the

responsibility of different departments or agencies. Companies and agencies have different

perceptions as to the uses and benefits of marketing communication elements (Nowak & Phelps,

2004; Belch and Belch, 2004).

Consequently, many organization executives are craving for ways of minimizing cost of

marketing communications with better results. And are not sure of the synergy effects, of the use

of marketing communication. ( Picton & Hartley, 1998; Copley, 2004; Raid, 2003; Fill, 2006).

One of the trends in recent time according to Pelsmacker, Geuens and Bergh (2004) is the

increasing need by companies to build customer relationship in order to sustain brand

loyalty.Many Nigerian catering producers are using different promotional mixes without due

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consideration for the cost and appropriateness of the stage of product in its life cycle (Thomas,

2001; Fadipe, 2004), etc. They are often skeptical as to how to properly coordinate the

communication mix at different stages of a product life (Thomas, 2001). Many producers have

not fully appreciated the fact that communicating effectively with customers and other

stakeholders involves not only a mix of the traditional tools but rather an efficient coordination

through the adoption of the marketing communication approach. (Achumba 2000; Thomas

2001). Swan 2004 argued that companies face the challenge in identifying what could efficiently

promote or hinder Communication implementation as various departments are faced with bulk

passing of marketing communication responsibilities. Despite the broadening of marketing into

many facets of Nigerian economy today, and the sensitive position that marketing promotion

occupies in the strategic management of a firm’s marketing communication efforts, no known

attempt has been made, locally, to investigate empirically, the impact of the use of Marketing

Communications on consumers patronage of catering service in the Ekiti state.

Moreover, despite the huge amount of fund spent on Advertising and Information System

in the same industry, no body seemed locally to be interested in evaluating the alternative

comparison between traditional method of promotion and the method. This proposed research

therefore, intends to fill that intellectual gap.

However, this study aims to examine the influence of marketing communication on

patronage among customers of catering service in Ekiti state.

1.3 Research Questions

In respect to the above problem statement, the study trends to provide answers to this question:

i. What effect does direct mail have on patronage among customers of catering service in

Ekiti State?

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 ii. What impact does social media marketing have on patronage among customers of

catering services in Ekiti State.?

iii. What impact does public relation have on patronage among customers of catering

services in Ekiti State?

iv. To what extent does personal selling influence patronage among customers of catering

services in Ekiti State?

1.4 Objectives of the Study

The main objective of this study is to broadly investigate the influence of marketing

communication on patronage among customers of catering service in Ekiti State. However, the

specific objectives are to:

i. Investigate the influence of direct mail on patronage among customers of catering service in

Ekiti State.

ii Examine the influence of social media marketing on patronage among customers of catering

service in Ekiti State.

iii Assess the influence of public relations on patronage among customers of catering service in

Ekiti State.

iv. Determine the influence of personal selling on patronage among customers of catering

service in Ekiti State.

1.5 Research Hypotheses

The following null hypotheses and alternate hypotheses will be tested in the study.

Null Hypotheses:

i. There is no significant effect of direct mail has influence on patronage among customers

of catering services in Ekiti State

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 ii. There is no significant effect of social media marketing influence on patronage among

customers of catering services in Ekiti State

iii. There is no significant effect of public relation has on patronage among customers of

catering services in Ekiti State.

iv. There is no significant effect of personal selling has influence on patronage among

customers of catering services in Ekiti State.

1.6 Significance of the Study

Having a great product available to your customers at a great price does absolutely

nothing for you if your customers don't know about it. Marketing communication has been used

for several years to refer to the various communication tools used in marketing, it does the job

of connecting with your target audiences and communicating what you can offer them.

This study will be highly useful to catering services in many aspects. It will assist them

on how to send highly influential messages to their esteemed target audience. The outcome of

this research will also benefit these caterers on how to use marketing communication to build

long term customer relationship. It helps generate attention and achieve maximum exposure for

a catering service, their products and services. It will benefit consumers of catering services in

Ekiti State, as the use of marketing communication will provide customers with clear, credible

and consistent messages. The fundamental significance of this study is through advertising

agencies.

Marketing communication helps move products, services, and ideas from manufacturers

to end users and builds and maintains relationships with customers, prospects, and other

important stakeholders in the company. Communication is vital to marketing because it brings

everyone on the same page. Listening to your clients enables you to come up with long- lasting

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solutions to solve their needs. So this research will help caterers build strong relationship with

their customers. Needless to say, the study will rally around marketer to foster an appropriate

understanding to find ways to address various marketing communication and channel , in order

to maximize the revenue and contribution on ways of boosting patronage .

Finally, this study will be useful to scholars and researchers in industrial and marketing

organization who might be interested in studying marketing communication . The study will help

them understand the influence of each communication process that could be played by

enhancing the patronage.

1.7 Scope of the Study

This study focuses on the influence of marketing communication on patronage among

consumers of catering services in Ekiti State. Only those that deal in catering services will

benefit from this research. Catering services is one of the major crucial part of hosting an event,

gathering or party. Before settling for one catering service, customer must be fully convinced

that the catering service will deliver quality and attractive quality of their products. In order to

convince customers in Ekiti State to patronize a catering services this study will help them in

what steps to take through marketing communication such as direct mail, social media

marketing, public relations and personal selling, which are the independent variable and

dependent variables respectively . This study will help catering services determine which of the

advertising agencies or sub-variable that will work most for them considering the location of

their business.

The researcher went further to discuss components of marketing communication .

Accordingly, and in line with the study’s broad objectives the study explored the

fourcomponentsof marketing communication : direct mail, social media marketing, public

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relation, personal selling. The research also took time to discuss the dimensions of patronage .

The researcher was aware that there could have been other elements of communication worth

discussing such as channel and feedback towards the goals of marketing (Akinbobola, 2020)

but it was most appropriate that the study restricts itself to constituents of the study’s first

dependent variable of customer patronage.

1.8 Operational Definition of Terms

Marketing Communication : This means companies to convey messages about the product and

the brands they sell, either directly or indirectly to the customer.

Patronage: patronage is an exchange process where one receives a service or goods in exchange

for money or other considerations.

Direct Mail: is strategy used by marketers to engage prospect and customers offline by sending

printed mailers, dimensional packages, perishable items, or other physical correspondence in

hope of getting them patronize the product

.Social Media Marketing : is the use of social media plat forms and websites to promote a

product or service.

Public Relation : Public relation is the act of managing and disseminating information from and

individual or organization to the public order to affect their public perception.

Personal Selling: can be define as “ the process of person-to-person communication between a

sales person and a prospective customer.

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 CHAPTER TWO

LITERATURE REVIEW

2.1 Conceptual clarifications

2.1.1 Market communication

Marketing communications refers to all planned messages that an organisation creates

and disseminates to support its marketing objectives and strategies – (Arens, Weigold and Arens,

2008).Defines marketing communication as the management process through which an

organisation engages with various audiences. He affirms that through an understanding of the

audience’s preferred communication environments, organisations would seek to develop and

present messages for identified stakeholder groups, before evaluating and acting upon any

response. In marketing, the four Ps – Product, Place, Price and Promotion - are vital. Modern

marketing however, goes beyond the product, a convenient place of distribution and an attractive

price. Promotion, which is the fulcrum of marketing communications, is a major element of the

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marketing mix. It helps in actually selling the product. The marketing concepts of product, price,

place and promotion are vital components of social marketing efforts. Product is the item, idea or

service offered for sale though it usually refers to tangible merchandise and wares. Price is the

cost of the product or service. It is what the buyer is willing to give up in exchange for the

benefits of the product or service. Place is where the product or action is available for purchase

or where purchase takes place. Promotion refers to the use of the media by campaign sponsors to

get the message to the target audiences. Social marketing success often hinges on determining

and using the proper mix of communication channels, (Wilbur, 2007).

Contemporary business organisations must visibly communicate in a synchronised format

with their customers. Therefore, the entire marketing mix – product, place, price and promotion –

must be properly coordinated to achieve the greatest effect. This means the product or service,

the brand, packaging, display, distribution centers and promotion must be carefully organised to

inspire patronage and loyalty among customers. It is the belief among practitioners that the

concept of marketing communications (IMC) is an unimportant advancement in the management

of marketing communications. It emerged in the field of marketing communications due to

technological advancement, and the need for better results and more cost -effective promotional

campaigns. marketing communications attempts to coordinate and control the various elements

of the promotional mix – advertising, personal selling, public relations, publicity, direct

marketing, and sales promotion – to produce a unified customer-focused message, and, therefore,

achieve various organisational objectives (Boone & Kurtz, 2007).

Kotler and Armstrong (1996) define integrated marketing communications as the concept

under which a company carefully integrates and coordinates its many communications channels

to deliver a clear, consistent and compelling message about the organisation and its products.

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Also known as corporate communications, Integrated Marketing Communications incorporates

all forms of communication between organisations and their publics, both internal and external.

It emerged as a result of the inter-connectedness between the organisation and its publics. Since

the inception of integrated marketing communications, noteworthy changes have been observed

in the relationship between marketers and consumers. Gunaranjan (2009), asserts that integrated

marketing communications combines the disciplines of public relations, advertising,

direct/internet marketing etc. to provide clarity, consistency and maximum communications

impact. Each tool of integrated marketing communications, though can perform reasonably well

on its own, could do better when carefully and masterfully orchestrated in carefully coordinated

campaign programmes.

2.1.2 Direct mail

Direct mail is an important medium for communication for marketers as it is low in cost

and companies can contact their customers on regular basis. The cost factor is main reason for

adoption of this media as marketing tool. Godin (1999) pointed out that e-mail has become an

important activity among internet users. Due to effectiveness and efficiency of email, companies

are now considering its potential as a marketing tool. As per Merisavo and Raulas (2004), emails

can serve numerous marketing purposes like, to inform customers about a company’s products,

to promote the products, o establish brands, to give information regarding the company websites,

to alert the customers, and to update customers about the status of their orders. Through email

marketing, purchase frequency of the customers may be increased and consumers may be

compelled to respond and ultimately engaged in negotiation process with company. So it’s a best

marketing tool that can be used by the firms to market their products (Raad & Yeassen, 2010).

Direct mail marketing is some kind of direct marketing through which service quality can be

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enhanced and customer awareness and attention can be increased (Dehkordi 2012).Pepper

andRodger (2000) state that email marketing is such tool which is low in cost and high in

response and this thing has made email marketing the most useful term of electronic marketing.

2.1.3 Social media marketing

Social media marketing is a new trend and rapidly growing way in which businesses are

reaching out to targeted customers easily. Social media marketing can be simply defined as the

use of social media channels to promote a company and its products. This kind of marketing can

be thought of as a subset of online marketing activities that complete traditional Web-based

promotion strategies, such as e-mail newsletters and online advertising campaigns (Barefoot

&Szabo 2010). By encouraging users to spread messages to personal contacts, social media

marketing has injected a new term of exponential dissemination and trust to mass

communication and mass marketing (Hafele, 2011). By this new approach of outreach and

marketing, new tools are being developed and increased in turn for businesses. Social media

marketers are now going better and more effective insight through the introduction of analytic

applications by official social network site platforms (Hafele, 2011). The marketing

communications medium has evolved from print media, electronic media, and then to social

media in cyberspace. Consumers in the new millennium are not only changing interest to shop

online, but also to find information through social media marketing before making purchase

decisions. This trend shows that consumers tend to trust their friends and contacts in social media

over the ads displayed by business organizations (Woodcock & Green, 2010). Social media

marketing has resulted in significant changes to the strategies and tools used by business

organizations to communicate with users. Social media marketing tools can be used by business

organizations of various sizes and types as a marketing tool (Birkner, 2011). Social media

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marketing enables business organizations to connect with customers at the right time, directly

with lower cost and higher efficiency than other traditional communication tools. This allows

social media not only to be monopolized by large business organizations, but also for the small

and medium enterprises (Kaplan & Haenlein, 2010). In addition, social media marketing sites

such as Facebook and Twitter allow users to follow their favourite brands and to comment or

post questions related to related products or services. With

social media sites, business organizations are able to identify what is being said about their

brands and communicate directly with consumers (Reyneke, Pitt, & Berthon, 2011).

There are numerous different social media sites, and they take many different forms and

contain different features. Undoubtedly, the most common social networking site that first comes

to our mind is Facebook. Facebook was first launched in February 2004, owned and operated by

Facebook, Inc. As of May 2012; Facebook has over 900 million active users. Users must register

before using the site; they may create a personal profile, add other users as friends, and exchange

messages, including automatic notifications when they update their profile (Facebook, 2012). In

addition, users may join common-interest user groups; categorize their friends into lists such as

"People From Work" or "Close Friends". Facebook‟s main mission is to give people the power

to share and make the world more open and connected (Facebook, 2012). Other social network

sites such as Twitter, Google plus, and LinkedIn may differ in some ways, but essentially they

work using the same principles. Social Media Marketing Page 3 of 10 Marketing using social

media such as these can take multiple shapes. The traditional Facebook model, in particular,

involves replacing the concept of a human “friend” with a brand or tangible product or creating a

page or group (Facebook, 2011). A user who elects to “like” a product or company advertises

that connection to their own private network of contacts. This concept extends to other forms of

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social media as well. According to Bernie Borges (2009), Twitter is combination of micro

blogging and social network (Borges, 2009). Twitter, allows users to receive small updates and

advertisements from favored producers as well (Hafele, 2011). Twitter gives opportunity to users

to involve in real time sharing. A tweet is usually no more than 140 characters, which followers

of the user can see (Borges, 2009).

These two social media channels are among the most popular and heavily used options

now, but they are far from being the only ones. As observed by Kaplan and Haenlein (2010)

cited by Nick Hafele (2011) have identified several channels that fall under the category of social

media, each of which has opportunities and unique advantages for marketing use. Collaborative

projects, such as wikis, or editable data-sources, are particularly poignant avenues of contact. In

fact, trends indicate that they are quickly becoming the predominant source of information

among consumer populations (Kaplan & Haenlein, 2010) cited by (Hafele, 2011). Blogs,

managed by either individuals or organizations, are another heavily used marketing forum.

Through blogs, businesses can promote brand awareness by sharing insider information,

updating customers on new products, as well as providing links to the main sales channels. Fans

will be updated time to time on any special events, contests or a new promotion organized by the

brand or product. Blogs also facilitate the posting of comments and feedbacks, allowing fans and

detractors to post opinions and questions to producers. This encourages the exchange of ideas

between peers and can also promote honest discussion between individuals and companies to

improve their defaults (Hafele, 2011). Social media approaches need to be considered to ensure

the highest chance of success with a social media marketing. According to Ray and Hafele

(2011) emphasize the need for diversifying a social media strategy to ensure that messages are

reaching appropriate audiences there is no single correct approach.

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2.1.4 Personal selling

Personal selling is a form of person-to-person communication in which a salesperson

works with prospective buyers and attempts to influence their purchase needs in the direction of

his/her company’s product or services, (Shimp, 2000). In Fill’s (2009) opinion, personal selling

is an interpersonal communication tool that involves face-to-face activities undertaken by

individuals, often representing an organisation, in order to inform, persuade or remind an

individual or group to take appropriate action, as required by the sponsor’s representative. The

sales force of an organisation could also secure retailers’ cooperation to use the point of purchase

display of the organisation, and work with the trade to gain and maintain product distribution.

Personal Selling is a key communication mode, and the oldest form of instantaneous twoway

communication, which is still a very popular way for people to gain knowledge about products

and services. It is with personal selling that the most complicated of systems or explanations can

be given. Through personal selling, the sales force could educate consumers, introduce new

products and/or new benefits of the old to the consumers and retailers and even provide after-sale

services and maintenance to the consumers.

Kotler and Armstrong, (2008) and Kotler and Keller, (2009) submitted that personal

selling is one of the oldest profession in the world. In fact, its development could be linked to the

period of trade by barter, when people exchanges goods for other goods (Osuagwu, 2002).

Personal selling is a unique element of marketing communication. Unlike advertising and sales

promotion which main focus are to create awareness about the existence of a product or service

and provide information as to the features of the products, its availability and price on a mass

basis, personal selling is an individualistic approach that is designed to meet specific need of

prospects. It is usually directed to specific market segments. It goes beyond the fundamental role

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of marketing communication, it plays significant role in the entire exchange process. That is,

participating in the activities of each of the other elements of marketing mix, especially

distribution (place).According to the New Zealand Qualifications Authority, (2008) personal

selling performs several activities which include; identification of customers, development of

product knowledge, marketing, promotion, prospecting, knowledge of customers, service

standards, gaining appointments, choosing sales approaches, meeting customers, identifying

customer needs and requirements, demonstrating products, use of selling techniques, use of sales

aids, making sales pitches, overcoming objections, closing sales, completing documentation,

receiving payments, recording sales, using sales technologies, providing after–sales services,

following up sales, and sales analysis. However, essential elements of personal selling according

to (Palmer, 2005) include; face-to-face interaction, persuasion, flexibility, promotion of sales,

supply of Information and mutual benefit.

2.1.5 Public relation

Public relations as a tool of marketing communications consists of all forms of planned

communication, outwards and inwards, between an organisation and its publics for the purpose

of achieving specific objectives concerning mutual understanding, (Jefkins, 1998). The World

Assembly of Public Relations Associates (WAPRA), at a meeting in Mexico in 1978 settled on

defining public relations as the art and social science of analysing trends, predicting their

consequences, counseling organisations leadership and implementing planned programmes of

action which will serve both the organisation and public interest, (Black, 2004). Achumba

(2000), describes public relations as an indirect promotional tool whose role is to establish and

enhance a positive image of an organization and its products/services among its various publics.

Public relations, however, may go beyond the obvious communication with the target audience

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and may include communicating subliminally by creating a harmonious, albeit successful

impression about the organisation’s atmosphere through the physical sourroundings or

events/exhibitions of the organisation. This is done with the express purpose of inspiring

confidence in the organisation and in extension, increasing patronage towards achieving the

overall marketing objectives. It is such practice that Shimp(2000) refers to as marketing public

relations (MPR) which is the use of PR activities to support marketing objectives

2.1.6 Radio

Radio advertisements are not heard in isolation, but generally appear within the context of either

programmes or other non-programming material, such as other advertisements or continuity

announcements. Programming context material varies in many ways, and the various contexts may

differentially influence how the advertising messages within them are attended to,

cognitively processed, and therefore remembered. People listen to the radio for the programmes rather

than the advertisements, and thus it is possible that their reactions to and feelings about the programmes

may influence their reactions to advertisements inserted within them. In other words the effectiveness of

the advertising message may partly depend on the context in which it is embedded

(Schumann, 2016).

2.1.7 Customer patronage

Customer patronage in marketing context describes a situation wherein an individual with

need and want to satisfy purchases something of value from the seller to attend to the identified

lack or shortage. As the action component of customer attitudes, patronage indicates eventual

actual purchase of a company’s goods or services by the consumer. Though, patronage could be

assessed either through patronage intention, or repeat purchase (Nwulu & Asiegbu, 2015).

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Patronage intention signifies a likelihood that the consumer will be willing to purchase a

particular product in the future.

According to the New Webster Dictionary (1994), Patronage can be said to mean “the

material help and encouragement given by a patron, in this instance the patron in seen to be a

customer in an exchange transaction. It could also mean “the act of being a regular customer to a

shop. In a highly competitive industry, such as banking, satisfying the customers should be the

primary focus of firms that wish to sustain patronage (Johns and Tyas, 1996; Kivela, Inbakaran,

and Reece, 1999; Sulek and Hensley, 2004). According to the Concise Oxford English

Dictionary (2008), the word customer or consumer patronage mean a person or thing that eats or

uses something or a person who buys goods and services for personal consumption or use.

People patronize organizations products/services at one time or the other. In the context of this

study, we may use customer patronage and loyalty interchangeably because customer patronage

precedes loyalty. There is a strong relationship between patronage and loyalty. Patronage is burn

out of a desire to be committed to an organization either based on its service quality or perceived

service qualities. Hence, the extent to which a customer will patronize the services of a bank

depends on how the customer perceives the banks physical environment (services cape) and how

the customer also thinks and feels that the condition of the service environment is consistent with

his /her personality.

2.1.8 Drivers of Customer Patronage in Catering service

i. Restaurant Image

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 Image this context describes the overall impression a restaurant and its offerings give to

its Patrons and other publics. Andreassen and Lindestad (1998) believes that a

favourableCorporate image can boost sales, through increased customer satisfaction and loyalty.

Some identifiable key elements of corporate identity that can influence the customer’s perception

of company’s image include company name, logo, price charged for services, level and quality

of advertising placed in the media (Nguyen & LeBlanc 2001). Inclusive is reputation which is

the consistency of an organization’s actions over time created through the guarantee of reliable

service at zero defects tolerance. Parasuraman, Zeithaml and Berry (1988) posits that reliability

is very important to customers when they evaluate the quality of services offered. In the same

vein, physical environmental cues also communicate and projects mission and image to the

consumer (Bitner, 1990; 1992); so also do behaviour and attitudes of source personnel in

indicating the level and quality of services offered by the service firm as they considerable

influence on the customer’s satisfaction (Crosby, Evans & Cowles, 1990). Parasuraman, et al...,

(1988) posited that when determining the mix of services to offer its customers, management

must ensure that services are offered in a responsive and timely manner so that customers do not

wait for service. Consequently, Taylor (1994), stated that waiting for service can have negative

effects on service evaluations and company image.

Nguyen and Leblanc (2001) demonstrate that corporate image positively associated with

customer loyalty in telecommunication, education and retailing industries.

ii. Food Quality

According to Namkung and Jang (2007), the quality of menu – food offering is

considered the highest driver or otherwise of a dining experience. Studies (e.g. Clark & Wood,

1999; Susskind & Chan, 2000) have shown that food quality is the major influencer of customer

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choice, patronage of a restaurant, and ultimately his loyalty enforcer. Sulek and Hensley (2004)

maintained that when food quality is compared with other aspects of a restaurant, including

service quality and environmental components, it remains key element of customer satisfaction

and customer loyalty.

iii. Personnel quality

A firm’s personnel are the employees who work for the company. Their attitudes to work

and how professional or pleasant they interact with or attend to customers of the firm suggests

their quality level. Brown and Swarty (1989) point that interaction with the service employee is

the most important influence on customer service quality assessment and overall service

satisfaction. Heung-Thurau (2004) suggested that the behavior of service employees, when

serving the needs and wishes of existing customers create impression which either increases

customer satisfaction or subsequent continuous patronage or cause dissatisfaction and less

patronage. Heung-Thurau (2004) outlined four essential skills needed by service delivery

personnel in the discharge of his duties towards satisfying the customers. They include technical

skills - the knowledge and skills that the employee should have in order to serve and fulfill the

customer’s needs; social skills - the ability of the service employee to understand the customers’

perception in terms of thoughts and feelings. An understanding of the customer’s perspective is

important for proper and timely understanding of his/her needs. Nikolich and Sparks (1995) has

suggested that customer’s perceptions and evaluation of service quality may be strongly

dependent on the service provider’s performance in delivery. Therefore, a positive relationship

between restaurant’s personnel quality and customer loyalty is postulated for this research.

iv. Restaurant’s Atmosphere

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 Atmosphere is the air surrounding the sphere of a business house. Contextually, it

signifies the quality of the surrounding of the restaurant. Words as “good”, “busy” or

“depressing” are used to describe atmospheric situation of a given location. The research by

Namkung and Jang (2008) showed that atmosphere of a restaurant evokes a number of feeling,

such as excitement, pleasure or relaxation, quality, aura and character. This may be as a result of

neatness, display of assorted foods in neat warmers, arrangement of flowers, arrangement of

tables, the lighting, the music and color displays on the interior. Barber and Scarcelli (2009),

suggested that the decoration, the music, the lighting affect restaurant quality perception among

customers and subsequently influence product patronage.

v. Price fairness

Price represents the perceived value of product/service at which the seller and buyer are

ready to do business. From the perspective of the consumer, it is what the customer pays in

exchange for a product or service. Price as an important marketing factor has been noted to be a

serious influencer of consumer behavior. Sinha and Batra (1999) highlighted that consumers tend

to search for products and services that are fairly priced that which would deliver maximum of

desired value. As indicated by Xia, Monroe, and Cox (2004), the consumer perceives the offered

price to be fair when it is sufficiently reasonable, can be accepted or justified. Bolton, Warlop

and Alba, (2003) suggested that it is likely that customers will rely on certain standards

reference sources such as cost of goods sold, previous prices, and rivals’ to make better

judgments when evaluating price fairness in order to form comparisons.

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 For instance, customers usually benchmark or reference pricing by recalling past

transactions, checking on competitors’ prices, seller’s costs, or through observing the prices paid

by other customers. According to Anderson, Fornell, and Lehmann, (1994), the prices of a

product/service can affect the degree of patronage among customers, because whenever they

assess the given value of a purchased product or service, they tend to consider its price.

Similarly, Campbell (1999) considered price as a key factor that influences brand image such

that perceived price unfairness may lead to negative customer outward communication,

switching behaviour, disloyalty and loss of patronage. Unfair price may also lead to outcomes

including heightened customer dissatisfaction, drop in repurchase, and increased customers’

complaints (Rothenberger, 2015).

Kaura (2012) however, established in his study that price fairness significant positive influence

on customer satisfaction, customer loyalty and patronage.

2.1.9 Importance of Social Media Marketing for Businesses

The importance of social media marketing cannot be overemphasized. Social media

marketing is one of the most important types of online marketing where businesses are marketing

their products/services and brands on social media websites like Facebook, Twitter, YouTube,

Linkedln, Google+ (Kamtarin 2012). A new scientific study confirmed the importance of social

media networks in marketing products and services of the small companies; it stated that 46% of

today's internet users depend on social networks to take their purchasing decisions.

(Jashiri&Brutemi, 2017) The study emphasized that 71% of social media network users around

the world buy products they detected through these platforms that attracted hundreds of millions

of internet users around the world (Kamtarin, 2012).

2.1.1.2 Conceptual Framework

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 Direct mail

Social media
Marketing Customer Patronage

Public Relation

 Whatsapp
Personal selling  Instagram
 Facebook
 Jumia

Source: Proposed by the Researcher , (2022)

2.2 Theoretical review

2.2.1 Social Media Dependency Theory

The media dependency theory was developed by Rokeach and Defleur, (1976) which

aims at exploring the tripartite relationships between audience, media and society. The theory

suggests that the more a person depends on media to satisfy individual and social needs, the

more important the media will be in a person’s life and subsequently there will be cognitive,

affective and behavioral changes in people. The theory provides theoretical foundation for study

on various types of media as well as relevant Internet products and applications. A study based

on Internet Dependency Relations (IDR) as a predictor of online consumer activities suggest that

individuals who depended on the Internet to meet their action orientation to meet their action

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orientation goals are more likely to engage in shopping related activities, and thus influence their

online shopping experience (Patwardhan& Yang, 2003).

2.2.2 The Social Exchange Theory

The social exchange theory by George Homan (1958) suggests that people essentially

take the benefits and discount the costs in order to determine how much a relationship is worth.

The major proponents of the theory are George Homans, Richard Emerson and contemporarily,

the likes of John Thibaut and Harold Kelley have shaped the understanding of this theory in

public relations (Charles, 2010). Social exchange theory uses the economic metaphor of costs

and benefits to predict relational behaviour. This is on the assumption that individuals and

groups choose plans of action based on estimate rewards and costs. Individuals first weigh the

consequences of their behaviour before acting, in an effort to keep their costs low and their

rewards high (Center, Jackson, Smith & Stansberry, 2011) . Social Exchange Theory is a theory of

both psychology and economics. It is concerned with how society is based on a series of exchanges being

carried out between two or more parties, with all parties involved receiving positive consequences from

the transactional relationship. George Homans defined social exchange theory as the exchange between

two or more parties of tangible or intangible activity, with more or fewer rewards and costs being

involved. He focused on the behavior of individuals in response to one another. He summarized social

exchange in the following propositions. Success: Humans are motivated by positive reinforcement. When

they receive benefits or rewards as a result of their actions, they are likely to repeat the action. Stimulus:

People also remember and react to established patterns. If a particular stimulus repeatedly results in

positive consequences, a person will tend to respond to it. Deprivation-satiation: This is similar to the law

of diminishing marginal utility. A benefit becomes less valuable depending on how often a person has

received it recently The exchange is the basis of marketing. Organizations or individuals sell commodities

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to consumers. The commodities provide the consumer with benefits and the cost of purchasing the

commodities provides benefits to the organization or individual that produced them. The commodity

being marketed may be a good or a service, or it may be the image of a brand, a political or social

message, a charitable cause, and so on.There are three categories in social exchange theory, namely

reciprocity, redistribution, and market exchange. Reciprocity is the process by which value is exchanged

for obligations. This is where the aspect of responsibility becomes significant. One party feels that since

the other party has provided them with benefits, they must reciprocate in kind and provide commensurate

benefits. Positive relationships are those in which the benefits outweigh the costs, while negative

relationships occur when the costs are greater than the benefits, (Cherry, 2013). It suggests that

people do not enter into a relationship that they do not feel or know will be beneficial to them in

proportion to the efforts put into beginning and making such relationship work. The theory

assumes that every interaction involves an exchange of goods or services, and that people try to

get from others as much as they have given to them (Anaeto, Onabajo and Osifeso, 2008).

2.2.3 The Information Processing Theory

The theory initially proposed by George A. Miller and others American psychologist in

the (1950) The information processing theory focuses on how learners mentally think about

(process) new information and events and how such processes change with development. The

theory focuses on “how people process, store, encode, retrieve, and manipulate information to

make decisions and solve problems” – (Quizlet, 2013). The information processing theory was

propounded by Williams McGuire in 1968. The theory proposes that attitude change takes place

after careful consideration of the organisation’s persuasive messages. McGuire, after certain

stages of refinement, settled on twelve steps of changing the mindset of consumers towards

persuasion and product purchase. These are: exposure to communication messages, attending to

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it, liking and becoming interested in it, comprehending it, skill acquisition, yielding to it,

memory stage of content and/or agre ement, information search and retrieval, deciding on basis

of retrieval, behaving in accord with decision, reinforcement of desired acts, post-behavioural

consolidating; (Anaeto 2008).

2.2.4 Integrative theory of Patronage

This theory was first postulated by Engel and Blackwell (1982) Postulated that utilization

of any one of three classes of choice rules. The first choice rule is called the sequential calculus

in which the customer sequentially eliminates shopping options by utilizing his shopping motives

in order of importance and classifying all shopping options into acceptable and non-acceptable

categories. For example, his shopping motives may be one-stop shopping, price and brand select

ion in that order of importance. He will evaluate all available and known shopping options first

on one-stop shopping and eliminate some which are inconvenient; he will then evaluate the

remaining shopping options on price and eliminate some more; and finally, the will eliminate

still others based on his evaluation of brand selection. This process may result in elimination of

all shopping options or in retention of many. In the first case, ha will either search for new

options or forego the marginal shopping motives. In the latter case, ne will have equal

preferences among the retained options.

The second choice rule is called the trade—off calculus in which the customer evaluates

each shopping option on all the three criteria simultaneously and creates an overall average

acceptability score. In the process, the negative evaluation on one criterion such as price is

compensated by tie positive evaluation on some other criterion such as one-stop shopping. All

shopping options with an overall positive acceptability score are retained and their relative

preferences are distributed proportionally to their positive scores. Once again, it is possible that

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only one alternative may have a positive overall acceptability score resulting in only one

shopping preference. Alternatively, several shopping options may be all acceptable but their

relative scores are highly skewed n favor of one or two outlets.

The third choice rule is called the dominant calculus in which the customer utilizes one and

only one shopping motive and establishes his preferences for various shopping options by

evaluating them on it. For example, he may use price as the sole criterion and eliminate all

shopping options which are above and below an acceptable price range. The relative preferences

of the retained shopping options will be equal or unequal depending on the price latitude. Of

course, if the dominant criterion is binary such as one—stop shopping, the relative preferences of

the retained options will be equal.

Given that the customer has three distinct choice rules or heuristics at his disposal, which

one he will use depends on the degree of past learning and experience related to shopping of that

product class. It is shows that in a totally new or first time purchase situation, he will use the

sequential calculus since it provides an orderly process of simplifying the choices without

wrongly eliminating a good shopping alternative or a good shopping motive. In other words, it

simplifies with a minimum risk of making a wrong choice. With some degree of learning, the

customer is likely to be more confident in making evaluative judgments as well as make

compensatory calculations. Hence, he will shift to trade-off calculus. Finally, when he has fully

learnt the purchase behavior, he will be s certain of what he wants as to short circuit the total

process by relying on a single criterion. Therefore, he will utilize the dominant calculus.

2.3 Empirical Review of related studies

Ozioma and Okwuchukwu (2020) The study investigated the extent public relations

dimensions of customer care service, service quality, and cashiers’ relations offered by

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commercial banks in Awka, Nwafor s Anambra state of Nigeria influence consumers to

patronize the banks. A sample of 176 functional staff proportionately drawn from eight

commercial banks in the study territory was interviewed with the questionnaire. Frequency

tables, mean ratings, Pearson correlation coefficient were used in analysing the data. Results

indicated that customer care service has a significant positive influence on consumers’ product

awareness; service quality has significant effect on customers’ patronage; and cashier relations

influences customer patronage. The study therefore, concluded that marketing public relations

tools of customer care service, service quality and cashier relations of the banks have significant

positive relationship with patronage of the firms’ products by the customers. Thus, it

recommended that the banks should strengthen their customer care services; institute a periodic

reward system for customers; and continuous cashiers' evaluation and retraining on best

orimproved relational approaches in dealing with customers.

Okeke and Nnamdi (2020) examined the effect of food quality, service quality, physical

environment and price on the patronage of local restaurants in Awka, Anambra State. The study

adopted survey research design. The population of this study comprises

all customers of local food restaurants in Awka Me tropolis. This population is unknown

(infinite) since the researcher cannot obtain a sampling frame for the population the study

adopted topman's statistical to obtain a sample size is 246. Questionnaire was employed as the

main instrument of data collection. The study adopted face and content validity. The study

concluded that food quality is the most statistically significant determinant of customer

patronage of local food restaurant followed by food varieties, physical environment and service

quality. The analysis shows that all the four independent variable except price used in the study

are significant determinants of customer patronage in local food restaurants segment of food

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industry in Awka. The study therefore, recommended that those local food restaurant operators

should improve on the quality of the meals served since it is the best predictor of customer

patronage. Also, they should made available different food varieties with various spices so that

the customers can make their choices. The physical environment should be appealing to the

customer and portrays the kind of meals served in the restaurant.

Okorie, Nwaizugbo, Okeke and Nnedum (2019) Relationship between social media

advertising and patronage of electronic products: a study of universities in south-south Nigeria.

structured questionnaire was designed to collect data from the respondents. Sample size of 383

users of social media was used, which was derived using Kothari formula. Factor analysis was

used to test the reliability of the research instrument. It was discovered that accessibility of social

media influences patronage of electronic products in South-South Universities in Nigeria. This

finding is not surprising because is expected that patronage as a result of social media advertising

can only happen when the customers have access to social media. It was recommended among

others that business organizations should concentrate on consumers who have sufficient time

to explore the internet. It was also recommended that sellers of electronic products should

channel their messages to members of the public who have access to social media

advertising.

Jamiu , Abimbola ,and Adekunle (2020) This study investigated factors influencing

consumers’ preference of foodservice outlets in Ilorin, Kwara State. Structured questionnaires

were used to collect data from 685 non-randomly selected consumers from 7 purposely selected

foodservice establishments. A modified questionnaire from past studies was validated through a

pilot study which resulted in a reliability value of 0.869. Results of data from the main study

revealed that all the factors examined were influential to consumers’ preference for foodservice

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outlet. This study recommends that similar studies are replicated in major cities witnessing

growth in foodservice business across Nigeria so that tailor-made outcomes are available for an

individual situation.

Chukwuma (2021) This research work examined the influence of social media on buying

behaviour of consumers with particular focus on wakanow, Jumia, Kaymu and Konga in Lagos

State, Nigeria. In order to achieve these objective data was collected through the distribution of

questionnaire developed on the Google form, these respondents of the questionnaire were online

buyers that uses either Wakanow, Jumia, Kaymu and Konga e-commers sites for their purchases.

The study adopted the quantitative research design, positivism theory and descriptive research

design to achieve the objective of the study. The data gathered were presented in tables and

charts as well as an interpretation given to them as well while the hypotheses was tested using

the statistical tool (SPSS). The study found out that Social media networks have a significant

impact on consumer patronage; social media influences consumer buying decision making

process; social media influences consumer purchasing intentions; and that the social media

marketing channel has a mediating effect on the buying behavior of consumers in Wakanow,

Jumia, Kaymu, and Kongo, Lagos State Nigeria. Based on these findings the study

recommended that online retailers/e-commerce companies have to ensure that information about

customers is confidential, because online purchases are less likely to be made by consumers who

feel that their online transaction is vulnerable to fraud, as many consumers are concerned with

the security and protection of their personal details and their privacy when it comes to online

shopping in Nigeria.

Opuene and Ademe (2022) conducted investigation on social media platforms and

customer patronage of insurance firms in port harcourt: moderating effect of brand awareness

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Consumer usage of the internet has increased incredibly by way of making use of content-

sharing sites, social networking, blogs, etc. for the purpose of adapting, sharing, and discussing

internet content. This study was designed to ascertain the impact of social media platforms on

customer patronage of insurance firms in Port Harcourt with brand awareness serving as a

moderating variable. Data were collected from four hundred and thirty-three (433) customers

from eighteen (18) insurance companies in Port Harcourt where 421 of the questionnaires were

found valid and useful for analysis using Spearman Rank Correlation Coefficient with the aid of

SPSS version 23.0 to test four (4) formulated hypotheses. Findings show that dimensions of

social media platforms: media credibility, interactive media, and media accessibility have a

positive and significant relationship with customer patronage of insurance firms in Port Harcourt,

while brand awareness moderates the relation between social media platforms and customer

patronage significantly. The study concludes that users' loyalty will be increased by increasing

the usage of multi-media to share their experiences. The study, therefore, recommends that

marketers and managers should use social media marketing activities on Facebook properly, by

having a full understanding of how social media functions businesses should establish and

maintain regular and direct contact with present and potential customers in order to build

effective brand relationships.

Chukwuemeka, Okafor, and Nwatu (2021) examined the effect of social media

marketing and online advertising on consumer’s patronage of counterfeit drugs in enugu state

metropolis. The sample size was of 384. The study used survey design for the study. Instrument

used for data collection was questionnaire. A total of 384 copies of questionnaire were

distributed, 300 responses were returned while 84 were unreturned. The hypotheses were tested

using regression model with aid of Special Package for Statistical Software (SPSS). The findings

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indicated that facebook had a positive and significant effect on consumer’s patronage of

counterfeit drugs in Enugu State; twitter had a positive and significant effect on consumer’s

patronage of counterfeit drugs in Enugu State and television advertising had a positive and

significant effect on consumer’s patronage of counterfeit drugs in Enugu State. From the findings

above, it concluded that all the applied variables are with one another such as facebook had a

positive and significant effect on consumer’s patronage of counterfeit drugs in Enugu State.

Twitter had a positive and significant effect on consumer’s patronage of counterfeit drugs in

Enugu State. Television advertising had a positive and significant effect on consumer’s

patronage of counterfeit drugs in Enugu State. Therefore, the study recommended that

pharmaceutical marketing executives should persuade customers on one-to-one bases to adopt

the online transactions.

Rodney (2016) conducted a study to investigate the Influence of social media marketing

communications on young consumers’attitudes. A survey was used via three self-administered

questionnaires, which were distributed to over 13,000 learners in the age range of 13-18 years

(Generation Z cohort) at colleges and high schools in South Africa. A generalized linear model

was used for statistical data analysis. The study ascertained that social media marketing

communications had a positive on each attitude component among adolescents, but on a

declining scale, which correlates to the purchase funnel. The results also revealed that teenagers

who used social media for long time periods; updated their profiles frequently and were from the

Colored and Black population groups, displayed the most favorable attitudinal responses to

social media marketing communications. This investigation established that social media

marketing communications had a significant effect on every attitude component, but the mean

value declined with each successive stage. Companies and their brands should consider using

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 and/or adapting their strategies based on the declining impact of social media marketing

communications on the hierarchical attitude stages among young consumers and the divergent

influence on usage and demographic variables when targeting the lucrative and technologically

advanced, but capricious, Generation Z consumers.

2.3.1 Empirical Summary

S/N Author (s) Title Country Methodology Findings Gap

1. Alao, Akinola Factors Nigeria Primary data The results The results

&Akinbobola Affecting were source showed that showed that

(2020). Customers’ through the factors the factors

Repeat questionnaire enhancing enhancing

Patronage of administration customers’ customers’

Fast-Food . Six hundred repeat repeat patronage

Restaurants in copies of patronage of of fast-food

Southwest. questionnaire fast-food restaurants in

were restaurants in Southwest

distributed to Southwest Nigeria were

customers of Nigeria were food quality,

selected fast- food quality, restaurant

food restaurant location, and

restaurants location,and convenience of

using convenience of reach as well as

purposive reach as well as a secured

and a secured environment.

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 systematic environment. They should

random also consider the

sampling convenience of

technique’s reach and

security when

locating fast-

food restaurants

while also

ensuring the

restaurant

maintains a

good reputation

and

trustworthiness.

2. Namdi and Determinants of Nigeria This study The main this study

Ojkwu(2020) customer adopted objective of this recommends

patronage for survey study is to that local food

local food research empirically restaurant

restaurant design. The investigate the operators should

population of determinants of improve on

this study customer the quality of

comprises the meals served

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 customers of patronage for since it is the

local local food best predictor of

food restaurants in customer

restaurants in Awka patronage. Also,

Awka Metropolis of they should

Metropolis. Anambra State. made available

This The main different food

population is instrument for varieties with

unknown data collection various spices

(infinite) since is so that the

the researcher the customers can

cannot questionnaire make their

obtain a which was choices.

sampling designed to Furthermore, the

frame for the cover all physical

population. aspects of the environment

Since the research. should be

population of appealing to the

study is customer and

unknown portrays the

(infinite), kind of

because meals served in

the research

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 could not the restaurant.

obtain a Finally, the

sampling implication of
frame of their this study is that
local food the Sabir et al.
restaurant in (2014) and
the area of Ashraf et al.
study, there (2014) models
are adapted

sample size for the study is a

was good fit and can
determined to be plausible
make the models for local
study food restaurant
purposeful operators in
and easier. managing and
The study
maintaining
adopted
competitive
Topman's
advantage and
formula for profitability in
the sample organizations
size.

3. Patricia,& Aila influence of Kenya The study was Based on the The study

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(2011) marketing conducted in findings, the therefore sought

communication the six sub- study reports a to determine

on micro- counties of significant whether a

enterprise Kericho relationship relationship

performance County with between existed between

target marketing marketing

population of communication communication

study and tools and

comprised a performance of performance of

total of 5700 micro- micro-

owner/manag enterprises in enterprises in

ers of the Kericho Kericho county

micro- County. Even Kenya.

enterprises in though Simple linear

Kericho marketing tools regression

County. These were slightly model was also

micro- employed to employed,

enterprises are achieve their which was used

those marketing to test the null

registered at communication, hypothesis

the County the study that “H0:

Revenue recommends Marketing
Office that the communication

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 during enterprises has no

2013/2014 improve on significant

financial year. their marketing relationship

Specifically communication with

those micro- activities to performance of

enterprises enhance microenterprises

that employ 1- performance. inKericho

10 persons County”.

(Kericho

County

Revenue

Office, 2015).

4. Olise, Okoli, conducted a Nigeria Data Findings To attract more

and Eneke research on collected revealed that patronage, the

(2015). factors were service quality, study

influencing analysedusing atmospheric recommends

customer descriptive quality, that fast food

patronage of statistics and perceived restaurants

fast food the linear value, operating in

restaurants regression environment, Anambra state,

model. consumer Nigeria should

demographics endeavour to

and modernity improve on

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1
 are significant their Service

factors Quality,

influencing the Atmospheric

behaviour of Quality,

customers Perceived

towards Value,

patronising the Environment,

fast food Consumer

restaurants. Demographics

and Modernity.

5. Salam and Consumer Nigeria Total of 180 Results he results further

Ajobo (2012) perceptions customers indicated that showed that

about fast food were the range of there is a strong

Restaurants randomly products, and positive

selected and availability and relationship

administered consistency of between direct

a 22 item products as marketing. The

structured well as research

concluded that
questionnaire packaging
prospective
out of which significantly

120 were affect customer

found perception

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2
 useable. An about service

analysis of quality at .001.

variance Fast food is

(ANOVA). not yet

perceived as a

clear

alternative to

homemade

cooking.

6. Enitilo, Ajayi Influence of Nigeria The total The study he results further

and Famuagun promotional sample for this revealed that showed that

(2017) activities on research work while only there is a strong

consumers’ was three 38.8% of the and positive

patronage of hundred and customers were relationship

insurance ninety-two satisfied with between direct

business in ado questionnaires, the services of marketing. The

Ekiti metropolis, among the Restaurant A, research

Nigeria total sample; concluded that
as much as
three hundred prospective
81.7% of the
and seventy- marketing
customers in
three manager,
Restaurant B
questionnaires insurance
were satisfied.
were duly brokers,
The result

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3
 returned and showed a strong insurance agents,

used for this and positive other insurance

research work. relationship practitioners and

between media the likes.

advertising and

consumer

patronages’. The

result also

indicated that

personal selling

has significant

effect on

consumer

patronages

7. Hanaysha Effects of food Malaysia The collected The findings It is suggested

(2016). quality price data were indicated that that future

fairness and analysed food quality studies should

physical using SPSS has a employ other

environment on and structural significant sampling

customer equation positive effect techniques in

satisfaction in modelling on customer order to

fast food (SEM). satisfaction. overcome the

restaurants issue of

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4
 industry generalizability

of findings.

Second, thedata

werecollected

in east coast

area of

Malaysia.

8. Anh and Analysis of Vietnam , the study The findings The majority of

Nguyen (2016) factors impact uses the from the study Vietnam

on customer mixed revealed that consumption on

satisfaction method of the current these quick-

quantitative situation of service foods is

and each factor in numerous on

qualitative Vietnam fast- fried chickens,

researches. food industry hamburgers and

and how some desserts

extremely or meals

influencing accompanied

each factor is. with the main

dishes.

9. Adiele, Service Nigeria. Descriptively, The result of The

Azunwo, and Reliabilty and measures of the analysis management of

Patronage of central revealed that quick-service

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5
 Anyahie (2018) Quick-Service tendencies there was a restaurants

Restaurants and measures significant should

of dispersions relationship regularly

were used in between service improve on

analyzing the reliability and their promised

respondent’s patronage of service delivery

demographics quick-service strategies in

and the restaurants in order to

Spearman Port Harcourt. increase their

Rank level of

Correlation customer

Technique patronage

10. Bentinaand Socio-economic Nigeria The study is The findings It was

David (2015) effect of fast based on a show that recommended

food industries random there is an that fast food

on Urban sample of increase in the industries

Residents 100 desire for out should maintain

customers of door relaxation sustainable

four fast by urban good hygiene

food residents in environment

industries in Awka. and balanced

Awka. The nutrition.

instruments

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 for data

collection

were

structured

questionnaire

and in-depth

interview.

11. Umeanyika, Investigated the Nigeria The study The finding The study

Eze, Anyansor Determinants of adopted a showed that recommended

and Consumer descriptive menu that street food

Anetoh(2021) Patronage of survey familiarity and vendors should

Food Vendors research price had continue to

design. The positive provide familiar

population significant menu options in

size was influences on order to boost

unknown consumer consumer’s

while the patronage. The patronage. It

sample size finding also was also

was 384. The showed that recommended

study used a vendor’s that food

convenient physical vendors should

sampling environment continue to

technique in had no provide menu

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4
7
 reaching the significant at affordable

respondents. influence on price in order

Multiple consumer to increase

regression patronage. consumer

statistical patronage.

technique

12. YongpingZhon What Drives Korea The structural Results showed This study will

g and Customer equation that perceived contribute to a

HeeCheol Satisfaction, model was price, food, better

Moon (2020) Loyalty, and applied to test service, and understanding

Happiness in 12 physical of managerial

Fast-Food hypotheses. environment and theoretical

Restaurants in quality perspectives,

China? positively which will be

Perceived Price, affected beneficial for

Service Quality, customer subsequent

Food Quality, satisfaction. research.

Physical

Environment

Quality, and the

Moderating

Role of Gender.

13. Skubina, Attitudes and Poland The research The results However they

48
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8
 Warsewicz Consumer enabled a provide the pointed out the

andTrafiałek Behavior detailed and basis for need for an

(2020) toward Foods comprehensiv practical increase in the

Offered in Staff e assessment implications for variety of meals,

Canteens of consumer owners or including the

behavior managers of availability of

toward the use staff canteens, vegetarian and

of staff part of whose vegan dishes

canteens, as work it is to

well as their analyze the

opinions on needs and

the expectations of

functioning of their potential

the canteens customers

and meals

offered.

14. Chukwuma the influence of Nigeria data was The study found the study

(2021) social media on collected out that Social recommended

buying through the media networks that online

behaviour of distribution of have a retailers/e-

consumers with questionnaire significant commerce

particular focus developed on impact on companies have

on wakanow, the Google consumer to ensure that

49
4
9
Jumia, Kaymu form, these patronage; information

and Konga respondents of social media about customers

the influences is confidential,

questionnaire consumer because online

were online buying decision purchases are

buyers that making process; less likely to be

uses either social media made by

Wakanow, influences consumers who

Jumia, Kaymu consumer feel that their

and Konga e- purchasing online

commers sites intentions; and transaction is

for their that the social vulnerable to

purchases media fraud, as many

marketing consumers are

channel has a concerned with

mediating effect the security and

on the buying protection of

behavior of their personal

consumers in details and their

Wakanow, privacy when it

Jumia, Kaymu, comes to online

and Kongo, shopping in

Lagos State Nigeria.

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 Nigeria

15. Opuene and social media Nigeria Data were Findings show The study

Ademe (2022) platforms and collected from that dimensions concludes that

customer four hundred of social media users' loyalty

patronage of and thirty- platforms: will be

insurance firms three (433) media increased by

in port harcourt: customers credibility, increasing the

moderating from eighteen interactive usage of multi-

effect of brand (18) insurance media, and media to share

awareness companies in media their

Consumer usage Port Harcourt accessibility experiences.

of the internet where 421 of have a positive The study,

the and significant therefore,

questionnaires relationship recommends

were found with customer that marketers

valid and patronage of and managers

useful for insurance firms should use

analysis using in Port social media

Spearman Harcourt, while marketing

Rank brand activities on

Correlation awareness Facebook

Coefficient moderates the properly, by

relation having a full

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5
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 between social understanding

media platforms of how social

and customer media functions

patronage businesses

significantly. should establish

and maintain

regular and

direct contact

with present and

potential

customers in

order to build

effective brand

relationships.

16. Chukwuemeka, effect of social Nigeria The study The findings the study

Okafor, and media used survey indicated that recommended

Nwatu (2021) marketing and design for the facebook had a that

online study. positive and pharmaceutical

advertising on Instrument significant marketing

consumer’s used for data effect on executives

patronage of collection was consumer’s should persuade

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counterfeit questionnaire. patronage of customers on

drugs in enugu A total of 384 counterfeit one-to-one

state metropolis. copies of drugs in Enugu bases to adopt

questionnaire State; twitter the online

were had a positive transactions.

distributed, and significant

300 responses effect on

were returned consumer’s

while 84 were patronage of

unreturned counterfeit

drugs in Enugu

State and

television

advertising had

a positive and

significant

effect on

consumer’s

patronage of

counterfeit

drugs in Enugu

State

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2.4 Gaps in Literature

Various studies like Chukwuemeka, Okafor, and Nwatu (2021) examined the effect of

social media marketing and online advertising on consumer’s patronage of counterfeit drugs in

enugu state metropolis. There findings indicated that facebook had a positive and significant

effect on consumer’s patronage of counterfeit drugs in Enugu State; Therefore, the study

recommended that pharmaceutical marketing executives should persuade customers on one-to-

one bases to adopt the online transactions, in which personal selling and public relation were not

tested as there limitation to there study. Likely Opuene and Ademe (2022) conducted

investigation on social media platforms and customer patronage of insurance firms in port

harcourt: moderating effect of brand awareness Consumer usage of the internet has increased

incredibly by way of making use of content-sharing sites, social networking, blogs, etc. for the

purpose of adapting, sharing, and discussing internet content.. Findings show that dimensions of

social media platforms: media credibility, interactive media, and media accessibility have a

positive and significant relationship with customer patronage of insurance firms in Port Harcourt,

while brand awareness moderates the relation between social media platforms and customer

patronage significantly.. The study, therefore, recommends that marketers and managers should

use social media marketing activities on facebook properly, by having a full understanding of

how social media functions businesses , social media platfom was used as there independent

variable the limitation of personal selling , diret mail ,public relations were not tested. However,

this geographical location served as a basis for discrepancy and variable tested for the current

study which seeks to evaluate the influence of marketing communication on patronage among

consumer of catering services in Ekiti state.

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 CHAPTER THREE

RESEARCH METHOD

3.1 Area of the Study

Ekiti State is a state in southwestern Nigeria, bordered to the north by Kwara State, to the

northeast by Kogi State, to the south and southeast by Ondo State, and to the west by Osun

State. Named for the Ekiti people—the Yoruba subgroup that make up the majority of the

state's population—Ekiti State was formed from a part of Ondo State in 1996 and has its capital

as the city of Ado-Ekiti. One of the smallest states of Nigeria, Ekiti is the 31th largest in

area and 30th most populous with an estimated population of nearly 3.3 million as of

2016. Geographically, the state is divided between the Nigerian lowland forests in most of the

state and the drier Guinean forest–savanna mosaic in the north. Among the state's nature are false

areas, Mona monkey, forest buffalo, and grey parrot populations along with one of the last

remaining Nigeria-Cameroon chimpanzee populations with a troop of about 20 chimpanzees in

the heavily threatened Ise Forest Reserve. Modern-day Ekiti State has been primarily inhabited

for centuries by the Ekiti people, a Yoruba subgroup, with minorities of the Akoko Yoruba

subgroup and Edo people. Religiously, the majority of the state's population (~85%)

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are Christian with smaller Muslim and traditionalist minorities at about 10% and 5%,

respectively.

3.2 Research Design

The research design adopted for this study is descriptive and inferential statistical; this is

because data to be used for this study will be collected through a well-designed questionnaire. A

research design is important to a study as it enables the researcher to effectively allocate limited

resources where they are needed most. Descriptive research of the survey design will be used for

the study. Survey design is very useful because it has a wide range of scope and coverage, hence

generalization is possible. It also has a great deal of information, which makes it economical for

researcher.

3.3 Population of the Study

The target population for this research defined to include selected consumers from various town

in Ekiti State . Table 3.3.1 below presents a record of the number of selected consumers and

towns that will be considered for this study.

Table 3.3.1 The population of selected consumers from various town in Ekiti State.

S/N SELECTED NUMBER OF

TOWNS CONSUMERS

1 Ado-Ekiti 63

2 Ikere-Ekiti 58

3 Ikole-Ekiti 46

4 Aramoko-Ekiti 24

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 5 Oye-Ekiti 35

6 Awo-Ekiti 45

7 Iyin -Ekiti 29

Total 300

The Population of the study is comprises of 300 selected consumers from various town Ekiti

State. Moreover this will cover the concern of direct mail, social media marketing , public

relations, personal selling and patronage in the pursuit of this study.

3.4 Sample size and Sampling Technique

The sampling technique that will be employed in this research work is convenience

sampling technique. This is as a result of nearness, cost, availability, time, and time of

completion.

n=N/1+Ne2

Where n= sample size

N= population size= 1,200

e= sampling error=0.05

n= 1200/1+1200 (0.05)2

n= 1200/1+1200 (0.0025)

n= 1200/1+ 3

n= 1200/4, =300

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3.5 Data and Method of Collection

The data that will be used for this research work will be gotten via the primary source of data

collection i.e. the questionnaire for the purpose and convenience of this study. The collected data

will be statistically analyzed, using the Statistical Package for Social Sciences software (SPSS

22). Data from the completed questionnaire will be checked for consistency. The items will be

grouped based on the responses given by the respondents and shall be coded for easy usage of

the Statistical Package for Social Sciences (SPSS 22).

3.6 Research Instrument

The instrument for data collection is self-structured questionnaire. This study shall use

primary source of data collection. The questionnaire will structure five point likert scales. The

questionnaire is divided into Six sections. Section A will deal with respondent demographic

variables, section B will deal with direct mail and patronage, section C will deal social media

marketing and patronage, section D will deal with public relations and patronage section E will

deal with personal selling and patronage, F will deal with patronage.

3.7 Validity and Reliability of the instrument

Validity is important in determine whether the statement in the questionnaire is relevant

to the study. Reliability measures the consistency of the instrument. However, face validity and

content validity will be used to validate the instrument. To ensure the reliability of the instrument

a cronbach alpha test of reliability (α˃0.7) will be considered. The content of the questionnaire

was comprehensive and specific in order to address fully the research objective, question and

hypothesis. Considering the desired responses will be gotten from sample population implies that

the research design will be valid. In preparing the report of survey findings, two objectives will

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be considered: presenting the findings a manner to minimize the possible error or unwarranted

interpretation and preparing the report so as to maximize the use of it’s findings.

3.8 Method of Data Analysis

Data collected from this study will be analyze using both descriptive and inferential statistics.

The respondent demographic variables and responses will be analyze with the aid of frequency

tables and percentages.

The hypotheses of the study will be tested using inferential statistics such as simple regression

3.9 Model Specification

Regression given as:

PAT= f(DM, SMM, PR and PS) ……………..(eq.i)

where

PAT= Patronage (PAT)

DM= Direct mail (DM)

SMM = Social Media Marketing (SMM)

PR = Public Relations

PS = Personal Selling

f = Functional relationship

The regression equation of the model is stated as follows:

PAT = β0 +β1DM+ β2SMM+ β3PR + β4DM +Et……………..(eq.ii)

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β0 = Intercept

β1 and β2= Coefficient of the Independent variable

Et= This is referred to as error term, residual or stochastic term.

CHAPTER FOUR

DATA ANALYSIS PRESENTATION AND INTERPRETATION

4.1 Description of Respondents

This chapter tends to discuss the results and findings from the questionnaires
administered. 300 questionnaires was the sample size adopted for this project research, however
300 of the questionnaires was considered valid for the purpose of the findings. Firstly,
considering the .demographic details of the respondents which include the: Sex of respondents,
Age Group of respondents, Marital Status of respondents, Education Qualification of respondent,
Is the respondent on social media and what social media site is each of the respondents.

4.1.1 Distribution of Respondents by Sex.

Table 4.1 shows 68.7% of the respondents are male and 31.3% of the respondents are female. It
implies that the most respondents are male.

Table 4.1 Distribution of Respondents by Sex

Cumulative
Frequency Percent Valid Percent Percent

Valid Male 206 68.7 68.7 68.7

Female 94 31.3 31.3 100.0

Total 300 100.0 100.0

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Source: Field Survey (2023)

4.1.2 Distribution of Respondents by Age.

Table 4.2 shows 31.3% of the respondents are within the age of 20-26 years, 33.7% of the
respondents are within the age of 27-33 years, 26.0% of the respondents are within the age of 34-
40 years and 9.0% of the respondents are within the age of 41 and above. It implies that the most
respondent are within 27-33years.

Table 4.2 Distribution of Respondent by Age Group

Cumulative
Frequency Percent Valid Percent Percent

Valid 20-26 94 31.3 31.3 31.3

27-33 101 33.7 33.7 65.0

34-40 78 26.0 26.0 91.0

41&Above 27 9.0 9.0 100.0

Total 300 100.0 100.0

Source: Field Survey (2023)

4.1.3 Distribution of Respondents by Marital Status.

Table 4.3 shows 57.7% of the respondents are single and 42.3% of the respondents are married.
It implies that most of the respondents are single.

Table 4.3 Distribution of respondent by marital status

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 Cumulative
Frequency Percent Valid Percent Percent

Valid Single 173 57.7 57.7 57.7

Married 127 42.3 42.3 100.0

Total 300 100.0 100.0

Source: Field Survey (2023)

4.1.4 Distribution of Respondents by Education Qualification.

Table 4.4 shows 41.7% of the respondents are ND/NCE holders, 22.0% of the respondents are
HND/B.Sc holders, 36.3% of the respondents have other qualifications. It implies that the most
respondent has ND/NCE.

Table 4.4 Distribution of respondent by educational qualification

Cumulative
Frequency Percent Valid Percent Percent

Valid ND/NCE 125 41.7 41.7 41.7

HND/B.Sc 66 22.0 22.0 63.7

Other Qualification 109 36.3 36.3 100.0

Total 300 100.0 100.0

Source: Field Survey (2023)

4.1.5 Distribution of Respondents by Number of People on Social Media.

Table 4.5 shows 86.3% of the respondents are on social media and 13.7% of the respondents are
not on social media. It implies that most of the respondents are on social media.

Table 4.5 Distribution of respondent by Number of People on

Social Media

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 Cumulative
Frequency Percent Valid Percent Percent

Valid Yes 259 86.3 86.3 86.3

No 41 13.7 13.7 100.0

Total 300 100.0 100.0

Source: Field Survey (2023)

4.1.6 Distribution of Respondents by Social Site they use.

Table 4.6 shows 9.0% of the respondents use Facebook, 20.0% of the respondents use Twitter,
9.7% of the respondents use Instagram, 21.3% of the respondents use YouTube, 40.0% of the
respondents use other social sites. This implies that most of the respondents use other social
sites.

Table 4.6 Distribution of Respondents by Social Site they use

Cumulative
Frequency Percent Valid Percent Percent

Valid Facebook 27 9.0 9.0 9.0

Twiter 60 20.0 20.0 29.0

Instagram 29 9.7 9.7 38.7

Youtube 64 21.3 21.3 60.0

Others 120 40.0 40.0 100.0

Total 300 100.0 100.0

Source: Field Survey (2023)

4.2 Hypothesis Testing

4.2.1 Hypothesis One

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there is no significant effect of direct mail has influence on patronage among customers of
catering services in Ekiti State

From Table 4.7 adjusted R2 shows the result of R2 with a co-efficient of 0.074% which shows
7.4% explanation of direct mail by the explanatory variables after adjustment while the
remaining 92.6% is explained by the error term.

Table 4.7 Model Summary

Adjusted R Std. Error of the
Model R R Square Square Estimate

1 .288a .083 .074 .962

Source: Field Survey (2023)

From Table 4.8, the table gives a summary of the regression result of the ordinal least square.
From the table it can be deduced that the value of constant parameter is given as 1.282 and direct
mail are 0.109, -0.087 and 0.247 respectively.

Therefore, the regression line is stated below:

P= β0 + β1 + β2 + β3 + Et

The regression shows that patronage is constant at 1.282; this implies that if the
explanatory variable is held constant, direct mail will increase by 1.282%.

Table 4.8 Coefficients

Standardized
Unstandardized Coefficients Coefficients

Model B Std. Error Beta T Sig.

1 (Constant) 1.282 .263 4.867 .000

.109 .066 .117 1.650 .100

-.087 .054 -.094 -1.620 .106

.247 .058 .308 4.291 .000

Source: Field Survey (2023)

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 From Table 4.9, the anova result shows that the hypothesis is significant at 0.000 level of
significant; therefore, we reject the hypothesis and accept the null hypothesis, concluding that
there is a significant relationship between direct mail and patronage at 0.000 level of significant,
less than 0.005 level of significant.

Table 4.9 ANOVA

Model Sum of Squares df Mean Square F Sig.

1 Regression 24.774 3 8.258 8.919 .000b

Residual 274.062 296 .926

Total 298.837 299

Source: Field Survey (2023)

4.2.2 Hypothesis Two

there is no significant effect of social media marketing influence on patronage among

customers of catering services in Ekiti State

From Table 4.10 adjusted R2 shows the result of R2 with a co-efficient of 0.137% which shows
13.7% explanation of social media marketing by the explanatory variables after adjustment while
the remaining 86.7% is explained by the error term.

Table 4.10 Model Summary

Adjusted R Std. Error of the
Model R R Square Square Estimate

1 .382a .146 .137 1.080

Source: Field Survey (2023)

From Table 4.11, the table gives a summary of the regression result of the ordinal least
square. From the table it can be deduced that the value of constant parameter is given as 3.391
and social media marketing are -0.202, -0.323 and -0.141 respectively.

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Therefore, the regression line is stated below:

P= β0 + β1+ β2 + β3 + Et

The regression shows that patronage is constant at 3.391; this implies that if the
explanatory variable is held constant, social media marketing will increase by 3.391%.

Table4.11 Coefficients
Standardized
Unstandardized Coefficients Coefficients

Model B Std. Error Beta t Sig.

1 (Constant) 3.391 .229 14.809 .000

-.202 .053 -.208 -3.816 .000

-.323 .052 -.338 -6.232 .000

-.141 .066 -.116 -2.135 .034

Source: Field Survey (2023)

From Table 4.12, the anova result shows that the hypothesis is significant at 0.000 level
of significant; therefore, we reject the hypothesis and accept the null hypothesis, concluding that
there is a significant relationship between social media marketing and patronage at 0.000 level of
significant, less than 0.005 level of significant.

Table 4.12 ANOVA

Model Sum of Squares df Mean Square F Sig.

1 Regression 58.793 3 19.598 16.814 .000b

Residual 344.994 296 1.166

Total 403.787 299

Source: Field Survey (2023)

4.2.3 Hypothesis Three

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there is no significant effect of public relation has on patronage among customers of catering
services in Ekiti State

From Table 4.13 adjusted R2 shows the result of R2 with a co-efficient of 0.190% which
shows 19% explanation of public relation by the explanatory variables after adjustment while the
remaining 81.0% is explained by the error term.

Table 4.13 Model Summary

Adjusted R Std. Error of the
Model R R Square Square Estimate

1 .445a .198 .190 .650

Source: Field Survey (2023)

From Table 4.14, the table gives a summary of the regression result of the ordinal least
square. From the table it can be deduced that the value of constant parameter is given as 1.019
and public relation are 0.165, 0.004 and 0.184 respectively.

Therefore, the regression line is stated below:

P = β0 + β1+ β2+ β3 +Et

The regression result above shows that patronage is constant at 1.019; this implies that if
the explanatory variable is held constant, public relation will increase by 1.019%.

Table 4.14 Coefficients

Standardized
Unstandardized Coefficients Coefficients

Model B Std. Error Beta t Sig.

1 (Constant) 1.019 .142 7.184 .000

.165 .037 .245 4.497 .000

.004 .067 .003 .055 .956

.184 .032 .313 5.747 .000

Source: Field Survey (2023)

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 From Table 4.15, the anova result shows that the hypothesis is significant at 0.000 level
of significant; therefore, we reject the hypothesis and accept the null hypothesis, concluding that
there is a significant relationship between public relation and patronage at 0.000 level of
significant, less than 0.005 level of significant.

Table 4.15 ANOVA

Model Sum of Squares Df Mean Square F Sig.

1 Regression 30.839 3 10.280 24.356 .000b

Residual 124.931 296 .422

Total 155.770 299

Source: Field Survey (2023)

4.2.4 Hypothesis Four

there is no significant effect of personal selling has influence on patronage among customers

of catering services in Ekiti State

From Table 4.16 adjusted R2 shows the result of R2 with a co-efficient of 0.190% which shows

19% explanation of personal selling by the explanatory variables after adjustment while the

remaining 81.0% is explained by the error term.

Table 4.16 Model Summary

Adjusted R Std. Error of the
Model R R Square Square Estimate

1 .445a .198 .190 1.139

Source: Field Survey (2023)

From Table 4.17, the table gives a summary of the regression result of the ordinal least
square. From the table it can be deduced that the value of constant parameter is given as 4.271
and personal selling are -0.513, -0.134 and -0.660 respectively.

Therefore, the regression line is stated below:

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 P = β0 + β1+ β2+ β3 +Et

The regression result above shows that patronage is constant at 4.271; this implies that if
the explanatory variable is held constant, personal selling will increase by 4.271%.

Table 4.17 Coefficients

Standardized
Unstandardized Coefficients Coefficients

Model B Std. Error Beta t Sig.

1 (Constant) 4.271 .292 14.646 .000

-.513 .093 -.304 -5.535 .000

-.134 .083 -.086 -1.608 .109

-.660 .087 -.404 -7.548 .000

Source: Field Survey (2023)

From Table 4.18, the anova result shows that the hypothesis is significant at 0.000 level
of significant; therefore, we reject the hypothesis and accept the null hypothesis, concluding that
there is a significant relationship between personal selling and patronage at 0.000 level of
significant, less than 0.005 level of significant.

Table 4.18 ANOVA

Model Sum of Squares df Mean Square F Sig.

1 Regression 94.982 3 31.661 24.425 .000b

Residual 383.685 296 1.296

Total 478.667 299

Source: Field Survey (2023)

4.3 Summary of Results

The findings of the study revealed that marketing communication has significant effect
on customer patronage. Four hypotheses were tested, however all of the findings indicates that
there is a positive effect on patronage among customers of catering service in Ekiti State. Also,

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the results from the data analysis indicated that there is significant effect of the hypothesis on the
dependent variable.

However after all necessary interpretation was made, the result equally indicated that:
i. Direct mail has effect on patronage among customers of catering service in Ekiti State.
Hence, we reject the null hypothesis.
ii. Social media marketing has effect on patronage among customers of catering service in
Ekiti State. Hence, we reject the null hypothesis.
iii. Public relation has effect on patronage among customers of catering service in Ekiti
State. Hence, we reject the null hypothesis.
iv. Personal selling has effect on patronage among customers of catering service in Ekiti
State. Hence, we reject the null hypothesis

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATIONS

5.1 Summary

This study evaluated the effect of marketing communication on patronage. Specifically,

the study evaluates the influence of direct mail on patronage, the relationship between social
media marketing and patronage, effect of public relation on patronage and effect of personal
selling on patronage. Literature reviewed in the study consists of the conceptual reviews,
theoretical reviews and empirical reviews. Conceptual reviews detailed what is meant to be
known and what the study entails, while the theoretical reviews elucidated on the theories which
are in support with to the study, and the empirical reviews stood as the observations of previous
researcher as regards the study concerned.

The study made use of primary data sourced from the administration of a well-structured
questionnaire with total number of three hundred (300) selected custmers were sampled using
convenience sampling technique. Data collated in the study were analysed using SPSS 26
software, representing its results in a statistical analysis, such as frequency and percentage
analysis, as well as multiple regression analysis. From the result of analysis conducted in the
study, it was discovered that:

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(1) Direct mail has effect on patronage among customers of catering service in Ekiti State
with Adjusted R2 of 1.282%, rejecting the hypothesis at 0.05 level of significance.

(2) Social media marketing has effect on patronage among customers of catering service in
Ekiti State with Adjusted R2 of 3.391%, rejecting the hypothesis at 0.05 level of significance.

(3) Public relations has effect on patronage among customers of catering service in Ekiti
State with Adjusted R2 of 1.019%, rejecting the hypothesis at 0.05 level of significance.

(4) Personal selling has effect on patronage among customers of catering service in Ekiti
State with Adjusted R2 of 4.271%, rejecting the hypothesis at 0.05 level of significance.

5.2 Conclusion

The study has focused on the effect of marketing communication on patronage among
customers of catering service Ekiti State. Results of the analysis show that there is a long run
relationship among the variables.

(i) Direct mail has a significant positive effect on patronage among customers of catering
service in Ekiti State.

(ii) Social media has a significant marketing has positive effect on patronage among
customers of catering service in Ekiti State.

(iii) Public relation has a significant positive effect on patronage among customers of
catering service in Ekiti State.

(iv) Personal selling has a significant positive effect on patronage among customers of
catering service in Ekiti State.

5.1 Recommendations

All the proposed variables in the research model were tested and it was found that
relationship exists amongst the variables, having subjected the collected data to empirical
analysis with the use of descriptive statistics. However, the results of the findings indicated that

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marketing communication has positive effect on patronage among consumers of catering
services in Ekiti State.

1. Owners or managers of catering service should constantly send detailed mail to their
customers so as to gain new customers, to regain the existing ones and also to keep their
customers informed about any development that happens in their business.

2. Catering service provider should embrace social media marketing as one of their major
platform to advertise their services, because it is fast, reliable. By pictures, videos and written
articles they can pass the necessary message to their existing and prospecting customers.

3. Caterers should make public relation a very important aspect to the growth of their business,
because it’s by the way they portray their self outside is what people or customers will judge
them with. Lean how to respond to crisis in a way that will portray a good picture about the
services rendered, try publishing financial reports and lots more.

4. The act of personal selling should be practiced from time to time. Customers tends to
patronize a caterer more when they renders the services in person. Caterers should try to relate
and talk with there customers, this will help and know where to improve on the business and
this will make you retain existing customers and also gain more.

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APPENDIX I
RESEARCH QUESTONNAIRE
EKITI-STATE UNIVERSITY, ADO-EKITI
FACULTY OF MANAGEMENT SCIENCES
DEPARTMENT OF BUSINESS ADMINISTRATION.
Dear Sir/Madam,
You are invited to participate in a study which is being conducted as a requirement
toward the B.SC degree in the above named institution and department. This study is design to
investigate “influence of marketing communication on patronage among customers of
catering service in Ekiti State”. The usefulness and potential positive outcomes of the study
will depend upon the honesty and care with which you answer the questions, note that any
information supplied would be treated with utmost confidentiality. Thank you.
Awowale Christianah Oluwatobilola

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This questionnaire has four sections (Section A to D). Please answer all the questions.
SECTION A
General Information: Kindly tick ( ) or fill where applicable
1. Sex-(a) Male ( ) (b) Female ( )
2. Age- (a) 20-26 ( ) (b) 27-33 ( ) (c) 34-40 ( ) (d) 41 & above ( )
3. Marital status-(a) Single ( ) (b) Married ( )
4. Education Qualification- (a) ND/NCE ( ) (b) HND/B.Sc. ( ) (c) Other Qualification ( )
5. Are you on social media? Yes ( ) No ( )
6. What social sites or service do you use regularly? Face book ( ) Twiter ( ) Instagram ( )
Youtube ( ) Mail ( ) Others ( )
Keys: (1) Strongly Agree (SA) (2) Agree (A) (3) Undecided (U) (4) Disagree (D) (5) Strongly
Disagree (SD).
Please fill in or tick in the box provided as appropriate.

SECTION B: Direct Mail on Patronage

S/N Variables SA A U D SD

1. Constant message from catering service has prompted me to

patronize them more often

2. Direct mail service should be constantly use by catering service

provider to increase more patronage

3. Detailed message on my mail has made contact with catering

service easy without any physical communication

SECTION C: Social Media scale on Patronage

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 S/N Variables SA A U D SD

1. Caterers posting different adverts about their services help me get

to know most of the service they provide

3. Services rendered by caterers are well described and displayed

via social media

4. Advert on social media are more preferable in getting customers

for catering services.

SECTION D: Public Relations scale on Patronage

S/N Variables SA A U D SD

1. Annual financial report published by catering service provider

makes you to patronize more often

2. Catering service provider handle or respond to their crisis makes

you fee convenient

3. With the way catering service provider relates with you as their
customers, makes you to patronize them more

SECTION E: Personal Selling scale on patronage

S/N Variables SA A U D SD

1. Personal selling makes you to patronize catering service provider

2. Personal selling makes you response effectively with catering

service provider

3. Personal selling is the best way to market catering service

SECTION F: Patronage scale

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S/N Variables SA A U D SD

1. Direct mail make you to patronize caterers more

2. Social media marketing make you patronize catering service

provider more often

3. Public relation is the best way to market catering service

4. Personal selling make you to prioritize catering service

APPENDIX II

RESULT OUTPUT

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Table 4.7 Model Summary
Adjusted R Std. Error of the
Model R R Square Square Estimate

1 .288a .083 .074 .962

Source: Field Survey (2023)

Table 4.8 Coefficients

Standardized
Unstandardized Coefficients Coefficients

Model B Std. Error Beta T Sig.

1 (Constant) 1.282 .263 4.867 .000

.109 .066 .117 1.650 .100

-.087 .054 -.094 -1.620 .106

.247 .058 .308 4.291 .000

Source: Field Survey (2023)

Table 4.9 ANOVA

Model Sum of Squares df Mean Square F Sig.

1 Regression 24.774 3 8.258 8.919 .000b

Residual 274.062 296 .926

Total 298.837 299

Source: Field Survey (2023)

Table 4.10 Model Summary

Adjusted R Std. Error of the
Model R R Square Square Estimate

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1 .382a .146 .137 1.080

Source: Field Survey (2023)

Table4.11 Coefficients
Standardized
Unstandardized Coefficients Coefficients

Model B Std. Error Beta t Sig.

1 (Constant) 3.391 .229 14.809 .000

-.202 .053 -.208 -3.816 .000

-.323 .052 -.338 -6.232 .000

-.141 .066 -.116 -2.135 .034

Source: Field Survey (2023)

Table 4.12 ANOVA

Model Sum of Squares df Mean Square F Sig.

1 Regression 58.793 3 19.598 16.814 .000b

Residual 344.994 296 1.166

Total 403.787 299

Source: Field Survey (2023)

Table 4.13 Model Summary

Adjusted R Std. Error of the
Model R R Square Square Estimate

1 .445a .198 .190 .650

Source: Field Survey (2023)

Table 4.14 Coefficients

Model Unstandardized Coefficients Standardized t Sig.
Coefficients

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 B Std. Error Beta

1 (Constant) 1.019 .142 7.184 .000

.165 .037 .245 4.497 .000

.004 .067 .003 .055 .956

.184 .032 .313 5.747 .000

Source: Field Survey (2023)

Table 4.15 ANOVA

Model Sum of Squares Df Mean Square F Sig.

1 Regression 30.839 3 10.280 24.356 .000b

Residual 124.931 296 .422

Total 155.770 299

Source: Field Survey (2023)

Table 4.16 Model Summary

Adjusted R Std. Error of the
Model R R Square Square Estimate

1 .445a .198 .190 1.139

Source: Field Survey (2023)

Table 4.17 Coefficients

Standardized
Unstandardized Coefficients Coefficients

Model B Std. Error Beta t Sig.

1 (Constant) 4.271 .292 14.646 .000

-.513 .093 -.304 -5.535 .000

-.134 .083 -.086 -1.608 .109

-.660 .087 -.404 -7.548 .000

Source: Field Survey (2023)

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Table 4.18 ANOVA
Model Sum of Squares df Mean Square F Sig.

1 Regression 94.982 3 31.661 24.425 .000b

Residual 383.685 296 1.296

Total 478.667 299

Source: Field Survey (2023)

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