International Journal of Social Science & Economic Research
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Title:
THE EFFECT OF INDIVIDUAL FACTORS ON BEHAVIOR OF INTERNATIONAL ETHNIC CUISINE CONSUMERS IN KENYA

Authors:
Dr Hannah Wanjiku Wambugu


Volume - 2 Issue - 7, Pages - 3981-3991

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.

Cite this Article:

[Wambugu, Hannah Wanjiku, Dr. "THE EFFECT OF INDIVIDUAL FACTORS ON BEHAVIOR OF INTERNATIONAL ETHNIC CUISINE CONSUMERS IN KENYA." International Journal of Social Science & Economic Research 2.7 (2017): 3981-991.]

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