Abstract:
Despite the high level of internationalization of ethnic cuisines, it can be observed that they are
not served in most common public eating places in Kenya. It is only served in a few special food
joints in the rich suburbs of the main towns in Kenya- Nairobi, Mombasa and Kisumu. With
globalization and high rate of training in hospitality in Kenya, it is the high time that
entrepreneurs focused on this area of business so that those foods are served even in common
public hotels in Kenya. This is only possible if enough literature is generated on consumer's
behavior towards international cuisines in Kenya. The purpose of this study is to investigate the
effect of consumer's personal factors on the outcome of behavior of international ethnic cuisine
consumers in Kenya. From the accessible literature on the studies on consumer behavior of
ethnic cuisines in Kenya, there is no study that has investigated the effect of consumer's personal
factors on the outcome of behavior of international ethnic cuisine. Based on regression analysis,
the primary data collected from a sample of 200 consumers visiting international ethnic hotels in
Nairobi. The study found that gender, education, income, occupation (being an office worker or a
businessman) and lifestyle (being a global traveller) are significant predictors of the number of
visits to ethnic cuisine hotels. However, age had no significant effect on the outcome of behavior
of international ethnic cuisine consumers in regard to number of visits to international ethnic
cuisine hotels in Kenya. Based on those findings, entrepreneurs in international ethnic cuisine
hotel businesses in Kenyan market must focus on the five consumer personal characteristics
when designing marketing strategies. This is mainly in regard to marketing communication
programmes, products/service and the pricing. |
International Journal of Social Science & Economic Research
