An assessment of the effects of socio demographic factors on the food preferences of clients of food vendors . Case study of Asante Akim constituency

Abstract

The purpose of the study was to assess the socio-demographic factors influencing food preferences of clients of food vendors, using Asante Akim Municipality as a case study. The researcher used descriptive research design for the study. Quantitative research approach was used. The population was made up of 296 food vendors and customers in the Asante Akim constituency. Random sampling technique was used to select 169 participants for the study. Questionnaire was the main instrument used to gather primary data. The computer statistical package for social scientists (SPSS version 21) was used to process all the quantitative responses from the questionnaire. The study results indicate that an average of 42.6% of the respondents agreed that they preferred jollof rice (ranked 1st), fufu (2nd), waakye (ranked 3rd), and banku (ranked 4th). The study revealed that the five most preferred foods among the respondents were jollof rice, banku with okro soup, banku with grilled tilapia, fufu with soup, and waakye. The menu items which were least preferred are ampesi, Ga kenkey, riceballs, tuo zaafi, kokonte and eworkple. This study results concluded that there is a significant relationship between customers’ socio-demographic characteristics and their food preferences, (educational level, marital status, ethnicity, occupation, and monthly income) and food preferences. However, there was no significant relationship between age, sex, and religion as socio-demographic characteristics and food preferences, except in the case of Waakye, for which sex had an influence and that females (54.5%) preferred it mare than males (45.5%). The study recommended that, the Ghana Tourism Authority (GTA) and industry players should organize refresher seminars/ conferences for operators and owners to provide them with information pertaining to the trends and changes that are happening in the industry as far as customers’ preferences for food are concerned.