The influence of contextual factors on Food Consumption among Consumers in selected Food outlets in Nairobi Kenya

Abstract

Food consumption patterns have changed and many people and households eat away from home in hotels, restaurants and fast food outlets. Many consumers are not aware of contextual factors such as, social interaction during meal times, the salience of food, easy accessibility of food and increase in variety of food which have a lot of influence on their food consumption patterns. Although they might look unrelated they influence consumption by inhibiting consumption monitoring and suggesting alternative consumption norms. The objective of the study was therefore, to find out the extent to which contextual factors influence food consumption in selected food outlets in Nairobi. The study employed descriptive survey design and the target population for the study was 450 consumers from four selected food outlets, a sample of 207 was drawn for the study. Purposive judgmental sampling was used to select the food outlets in Nairobi and, systematic sampling technique was used to select particular respondents. The instruments for data collection were self-administered questionnaires. Data was obtained from secondary sources for the study. Both descriptive and inferential statistics were used to analyze the data. Multiple regression was used to test the relationship of the independent and the dependent variables. Reliability was tested using Cronbach‟s Alpha resulting in a value 0.802. Multiple regression was used to analyze and test each of the hypotheses. The results revealed that only two of the variables were significant to the dependent variable, food consumption, as shown in their respective T-Test values. The variables include; Eating environment (t = 19.742, p< 0.005); Food environment (t= 25.959, p< 0.005), and lastly the intervening variable; Food mediators revealed (t = -1.311, p> 0.005). This revealed that two of the three variables (eating environment and food environment) significantly affected food consumption. It is concluded that a better knowledge and understanding of the determinants of contextual factors, would likely result in improved or better food consumption. The findings will be valuable consumers in the food service industry as it will create awareness and sensitize consumers, hence helping them become aware of those contextual factors that might influence their consumption. In addition food outlets can also acquire knowledge on the influence contextual factors have on food consumption, so that other than just providing meals to consumers, they can provide meal experiences to their clients, hence leading to better competitive advantage in comparison to their competitors. Lastly, the study recommends that consumers be educated on contextual factors that influence food consumption hence their health, while hotel owners should create a balance between their financial gain and meeting consumer health needs.