International Journal of Economics, Commerce and Management United Kingdom Vol. III, Issue 11, November 2015 Licensed under Creative Common Page 686 http://ijecm.co.uk/ ISSN 2348 0386 FACTORS INFLUENCING CUSTOMERS PATRONAGE OF FAST FOOD RESTAURANTS A STUDY OF SELECTED CUSTOMERS OF FAST FOOD IN ANAMBRA STATE, NIGERIA Moses C. Olise Department of Marketing, Nnamdi Azikiwe University, Awka, Nigeria mchigbata@ymail.com Moses I. Okoli Department of Cooperative Economics & Mgt, Nnamdi Azikiwe University, Awka, Nigeria ikemosesokoli@yahoo.com John. N Ekeke Department of Hospitality & Tourism Management, University of Port Harcourt, Choba, Nigeria jendiagold@yahoo.com Abstract This study examines factors influencing customers’ patronage of fast food restaurants: A study of selected customers of fast food in Anambra state, Nigeria. Data collected were analysed using descriptive statistics and the linear regression model. Findings revealed that service quality, atmospheric quality, perceived value, environment, consumer demographics and modernity are significant factors influencing the behaviour of customers towards patronising the fast food restaurants. To attract more patronage, the study recommends that fast food restaurants operating in Anambra state, Nigeria should endeavour to improve on their Service Quality, Atmospheric Quality, Perceived Value, Environment, Consumer Demographics and Modernity. Keywords: Fast Food Restaurants, Customers Patronage, Consumer Behavior, Services