Browsing by Author "Adomako, Bright"

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    Effect of socio-cultural issues on consumer buying behaviour of Ghanaian cuisines.
    (KNUST, 2017-11) Adomako, Bright
    Producers are burdened with consumers switching from their products to alternative products in search of desired satisfaction. This has become a wake-up call for most practitioners and academia to understand the role culture plays in consumer buying behaviour. The study assessed the effect of socio-cultural issues on consumer buying behaviour of Ghanaian cuisines. The population comprised of consumers who consume local cuisines. The study was conducted on a sample of 384 consumers out of which 272 responses representing 70.83% response rate were successfully received. Data was collected using questionnaire. Convenience and purposive sampling techniques were adopted in selecting respondents. The data was analyzed using IBM Statistical Packages for Social Sciences of which regression analysis was conducted to establish the relationship between socio-cultural issues and consumer buying behaviour of local cuisine. Taste, safety, prestige, pleasure and enjoyment have been found to be motivation to the consumption of local cuisines. Findings also revealed that, consumers perceive local foods as been of higher quality, safer to consumer, taste good, more appealing and have lower prices compared to foreign cuisines. The regression output found sociocultural factors of family, social class, religion, membership group and culture impacting positively on consumer buying behaviour of local cuisine. However, social class and culture were found to be statistically significant making unique contribution to the prediction of consumer buying behaviour of local cuisine. The study recommends that local food vendors should use good pricing strategies to enable all categories of consumers to afford local food and should also take consumers cultural concerns seriously to enable them meet the cultural needs of all consumers.