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CONSUMER BEHAVIORAL PATTERNS IN THE FOOD
INDUSTRY IN SUNYANI MUNICIPALITY
Wiliam Mawutor Kofi Anyigba, Lecturer *
Michael Nyarkoh (PhD), Lecturer **
* Department of Hospitality & Tourism, Sunyani Polytechnic
** Faculty of Industrial Art, Sunyani Polytechnic
Abstract
This research is an introduction to the study of consumer behavioral patterns in the Sunyani
Metropolis. Culturally, some societies in the municipality find it difficult to understand why some
people from some other parts of the country have cat and dog meat as a delicacy. There is little
documentation on consumer attitude and operational management in Sunyani municipality. It is
for this reason that the researchers are embarking upon this project to document information on
consumer behavior in Sunyani municipality. The research paper design is interactively purposive
and descriptive based on qualitative research. The primary data were sourced from selfdesigned
research questionnaire which were administered during the field work review. Data were analyzed
descriptively using observatory and purposive sampling from the population made up of eighty
(80) food set-ups in Sunyani municipality. From the analysis, it was observed that three categories
of food service provider were in place. The documentation of their operations and services were
vital in achieving the internationally accepted standards. This research paper provided
information on consumer behavior in the food industry in Sunyani municipality. The organizing
framework of the research covers factors which can have an impact on purchase behavior. Food
is fundamental to human survival, basically for averting hunger and maintaining health for every
human being. Consumption is affected by a person’s cultural religious and economic status.
Keywords: Behavioral patterns, Food industry, culture, training and management.
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Introduction
―When people live together in a chosen demographic setting, they tend to consciously or
unconsciously have some form of social norms that would guide and direct their way of life‖
(Gyekye, 1995). According to ―Ghanaian Culture, National Identity and Development,
(2006)‖, accessible records show that Ghana has some three score ethnic groups each
characterized by peculiar cultural values and traditions that give identity to the ethnic group.
Culturally, some people in the municipality find it difficult to understand why some groups of
the society have cat and dog meat as a delicacy. Jonathan Bareham (1995) indicates that cows
have special religious significance to Hindus in India so they do not understand why people eat
them. The French eat horsemeat and frogs just as the Chinese but the British abhor this.
Information on Food and Beverages has been documented by several authors. According to
Davis et al, (2008), the provision of food and beverages away from home forms a substantia l
part of the activities of the hotel and hospitality industry. According to Bernard et al (2008),
The Standard Industrial Classification (1992) gives hospitality a reasonable broad coverage and
scope of United Kingdom hospitality industry. Authorities in hospitality write-ups such as
Foskett et al, (2001) and Brown et al, (2000) attest to the complex nature of the food and
beverage operations as part of the hospitality industry. As Amenumey (2015) puts it, there is
no doubt that the consumption of indigenous food and beverages all over the world can add to
the competitive marketing of tourist destinations. This research, therefore, examined patrons‘
attitude toward patronage of foods in the Sunyani Municipality.
The purpose of the research is to describe general samples of consumer behavior and to identify
factors influencing food purchase and food choice in particular. Consumers will want to survey
the market trend and know what to buy or not to buy and what time to patronize a particular
food product. The study therefore, is aimed at understanding individual cultural beliefs and
customer decision making processes. In the Sunyani Municipality, supply of food is mainly the
result of private sector enterprise.
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Problem statement
Traditional food service in Sunyani municipality has been highly patronized as a result of its
metropolitan demographic status and by this; the researcher has been preoccupied with the
operations of service providers in the food industry. Hotels that operate restaurant food services
include Eusbett, Chesville, Glamossey, TYCO city and South Ridge. Operators such as Sunyani
Polytechnic, Good Mark, Supreme, Mandela, Obaa Yaa, Sweet Touch, Royals, Berlin, Kusi
Fast Food, Aisha Waakye, Asana and Aba Fresh also operate food services.
There is inadequate documentation on consumer attitude and operational management in
Sunyani municipality. However, the implications of these attitudinal changes are not well
understood, especially in terms of impacts on the traditional food outlets and consumer
behavior and access concerning cooked food. This research looks at filling these breaks through
the identification of food consumption attitude in the municipality.
It is for this reason that the researchers embarked upon this project to assess consumer behavior
in Sunyani municipality. The introduction and expansion of several Ghanaian delicacies in the
municipality are visible signs of improving food choice in the cooked food environment.
Objectives
1. To assess the nature of food consumption in Sunyani municipality.
2. To examine the extent at which patronage of local food has contributed to the food industry.
3. To provide means of sending this research output to food vendors and consumers.
Research questions
To attain this objective, the research focused on the following questions:
1. What is the current nature of food consumption in the Sunyani municipality?
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2. To what extent has the patronage of local food environment contributed to the food
industry?
3. How will information obtained from the outcome of the research impact on consumer
behavior?
Delimitation
The scope of the research covered information on consumer behavior at food outlets in the
Sunyani municipality.
Research methodology
A number of visits were made to seventeen (17) selected traditional food joints and restaurants
in Sunyani municipality between 2014 and 2015 within the research period to collect data
through observation and interviews by administering questionnaire. The research involved the
use of qualitative research method through observation of the nature of the food outlets
activities which were used as source of the data needed. Information based on the final research
analysis and findings was documented.
The researchers visited food joints involving Glamossey, Chesville, South Ridge, Eusbett,
TYCO City hotels, Sunyani Polytechnic, Good Mark, Supreme, Mandela, Obaa Yaa, Sweet
Touch, Royals, Berlin, Kusi Fast food, Aisha Waakye, Asana and Aba Fresh restaurants in
Sunyani Municipality. Review of related literature on cultural and religious issues and
Agriculture and Food policy in Ghana will be carried out. Interviews and questionna ire will be
administered. The researcher will document information on the importance of the food industry
in Sunyani municipality and the approaches that reflect qualitative developmental agenda of
the food industry of the municipality.
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Research design
This research employed qualitative research methods appropriate in the survey of food and
customer behavior in the in Sunyani municipality with the aim of stirring up progress in the
food industry.
Documented accounts by authors such as Foskett et al, (2001), Brown et al, (2000) and Davis
et al, (2008) among others on food and beverages and preliminary fieldwork survey by the
researcher provided the needed data for the research. The next area looked into management
operations of selected hotels, restaurants and ―chop-bars‖ and purchaser conduct.
Various institutional and research libraries were visited for information on the topic. These included
Ghana National Tourist Authority (Sunyani office), Food and Drugs Authority (Sunyani office),
Hotels, Restaurants and chop bars, Sunyani Municipal Assembly, Sunyani Polytechnic Hospitality
Department and the Polytechnic Restaurant. In addition to these facilities, the information from the
internet were accessed to support the work.
Administration of questionnaire and personal interviews
The questionnaire was designed, tested and administered by the researcher for both food
operators made up of hotels, restaurants and chop bars and consumers of the food products.
Questions covering the organization, training, menus, food production and service delivery
were the general information sought about the food business operations. Questionna ire
involved both open and close ended items to allow respondents to agree or disagree with the
researcher‘s hypothesis and to allow operators and consumers‘ to express their personal view.
Initial interviews from food operators of the hotels, restaurants and chop bars proved vital in
the planning of the questionnaire.
Research area
This study examines the behavioral attitudes of food patrons in the food industry in Sunyani
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Municipality. The Municipality was chosen for the study because of the following factors;
Sunyani is experiencing high rates of patronage of local and traditional cuisine. As proffered
by Britwum, (2011), Ghana has a long history of female dominated food operation. Sunyani
municipality is no exception to Britwum‘s (2011) statement. Sunyani, as the capital of the
Brong Ahafo region is an economic and cultural hob in the country. The municipality continues
to experience rapid urbanization as a result of its opening up to several forms of businesses.
Fig. 1. Map of Brong Ahafo showing Sunyani municipality.
Source: http://sunyani.ghanadistricts.gov.gh (retrieved 13/11/15).
Sunyani Municipality is one of the twenty-two administrative districts in the Brong Ahafo
Region of Ghana. The population of the Municipality stands at 147,301 at a growth rate of 3.8
%. MPCU Computation, (2010). It shares boundaries with the Wenchi Municipal to the north,
Berekum Municipal and Dormaa East District to the west, Asutifi District to the south and
Tano South District to the east. Courtesy: Sunyani Municipal Assembly (2008),
http://sunyani.ghanadistricts.gov.gh (retrieved 13/11/15).
Consumer attitude is habitually based on transaction costs such as prices for food items that can
affect consumer attitude. As indicated by Reardon & Hopkins, (2006), operation hours are
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another transaction cost. For instance, in the municipality, proximity is an important transaction
cost. It is common for consumers in the Sunyani municipality to search out food joints where
they can buy food at affordable prices. This gives an advantage to providers that have a large
variety of quality food items. The eating environment of the chop bars and restaurants also
determine how often consumers patronize such food joints and outlets. In addition to affordable
prices of dishes, hygienic conditions and food safety affect consumer behavior.
Food policy
As derived from the International Covenant on Economic, Social and Cultural Rights (ICESCR)
food is fundamental right to be free from hunger. According to the Food and Agricultura l
Organization (March, 2015), Ghana is a middle-income country which experienced impressive
economic growth from 2005 to 2012.
The Food and Drugs Board (FDB) has drafted a Food Safety Policy aimed at streamlining
various legislations that govern food safety in the country. As carried by the Business and
Financial Times Business News of Monday, 10th December 2012, ―the FDB aims at
streamlining all legislations with regard to food safety, building the capacity of all institutions
involved in food-safety management, strengthening inspection services, strengthening
laboratory services, and strengthening import control among others‖.
Institutions and policy
The food industry in the municipality might seem disordered and chaotic; however there are
government policies and interventions that are currently shaping the operations. Most
traditional food outlets are monitored by the Municipal authorities. Besides, some amount of
revenue for the municipality is collected from the food vendors. It is however difficult to
determine which ―chop-bar‖ operators pay taxes or not, but it is safe to assume all types of
food operators are under some type of government control through payment of fees, policy
control and exclusionary laws (Overa, 2007). The food industry in Sunyani as in other parts of
the world is a complex business that supplies most of the food consumed by the patrons.
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The regulatory environment in which food providers operate in the Sunyani municipality is
changing rapidly, due to rigid regulatory measures in responses to several food poisoning
incidents in 2004 that resulted in fatal health consequences. The Sunyani Municipal Authority
set new regulatory standards for the food industry to increase inspection and enforcement action
by the Food and Drugs Authority of Ghana. The Food and Drugs Authority has also intensified
its inspection activities to ensure sanity in the system. This action has impacted positively since
there is a greater compliance of the laws governing the food operation in Sunyani municipality.
The changing food environment in the Sunyani municipality
Traditional ‗chop bars‘ are designated areas for the sale of locally prepared foods by hospitality
professionals. Apart from the established restaurants, street food is an additional source of food
supply in the municipality. It is a varied assortment of often cooked staple food ready-to-eat
foods. (Maxwell, et al., 2000). According to Mensah, et al., (2002), the consumption of street
food is common in urban areas in developing countries that suffer from high rates of
unemployment, low income and limited social programs. Maxwell, et al., (2000), found the
consumption of street food to be dependent on income, women working outside the home and
proximity to markets. It is a cheap, convenient and quick meal for many urban citizens who
spend long hours at work and in transit and have little time for in-home food preparation
(Kennedy, Nantel, & Shetty, 2004; Maxwell D., 1998).
Street food vending in the Municipality is not capital intensive. In addition, it is often
unregulated and sellers can choose their own hours of operation to avoid paying taxes (Mensah,
et al., 2002). They also identified reasons for unhygienic street food, including lack of
knowledge about hygienic practices, pollution, absence of insect barriers and scarcity of water
for preparation and cleaning up (Kennedy, Nantel, & Shetty, 2004; Mensah, et al., 2002).
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Department of Hospitality and Tourism
A cursory survey by the researchers revealed that food service operations in the Sunyani
Municipality continue to improve hygienically and in quality of food and the service to patrons.
The department of Hospitality and Tourism of Sunyani Polytechnic has currently introduced
courses for institutional matrons for professional skills training in the food business so as to
meet international standards in food operations. Some of the restaurants in Sunyani
municipality who have trainable staff have taken advantage of this facility to upgrade their food
production staff through training, thereby offering them greater understanding of their patrons‘
wants. Individual food operators have taken cognizance of the short certificate courses by the
Hospitality department to upgrade their operational skills.
Ghana’s food industry
In most African communities, people rely on a few staple crops (Oniang'o, Mutuku, & Malaba,
2003). For people of Sunyani municipality, grains, cereals, roots and tubers dominate the total
food consumption basket. Other than rice, the rest of the staples are prepared into dough. For
instance maize is made into banku and kenkey, millet or sorghum is made into tuo zaafi, and
cassava, yams and plantain are made into ‗ampesi’, ‘fufu’, ‘konkonte’ and ‘gari’. (Maxwell,
Levin, Armar-Klemesu, Ruel, Morris, & Ahiadeke, 2000).
The foods below represent Ghanaian dishes made out of Ghanaian staple foods. Foods made
with maize include akple as it is called among the Ewe ethnic groups, and banku or etsew
among the Fanti communities respectively. Other varieties originating from the Fanti is fante
dɔkono or fanti kenkey and tuo zaafi from the northern communities in Ghana.
Foods made with rice include jollof rice, waakye, ɔmo tuo(rice ball), plain boiled rice and fried
rice. Those made with cassava include konkonte, fufu, gari, and akyeke. Foods made with beans
are beans and fried ripe plantain ("red red") and "tubaani". Foods made with yam include:
Ghanaian ƆtƆ and ampesie.
Ghanaian stews and soups are somewhat complex with delicate use of striking ingredients, a
wide variety of flavors, spices and textures. Vegetables such as palm nuts, peanuts, cocoyam
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leaves, ayoyo, wild mushroom, oyster mushrooms, okra, garden eggs and tomatoes are the
major ingredients for Ghanaian sauces and soups. Beef, pork, chevon (goat meat), mutton
(sheep meat), chicken, and fish are common sources of protein in Ghanaian soups and stews
sometimes mixing different types of meat into one soup.
Spices such as, garlic, onions, ginger, peppers, curry, nutmeg, and Tetrapleura tetraptera
(prekese) are delicately used to achieve the exotic and spicy flavors that characterize Ghanaian
cuisine. Common Ghanaian soups are groundnut soup, light (tomato) soup, kontomire (taro
leaves) soup, palm-nut soup, ayoyo soup and okra soup.
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Fig. 2. A. Features of Ghanaian dishes:
Banku & ground pepper
Fried yam with chicken
Ground green pepper Ground red pepper
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Fig. 2. B. Features of Ghanaian dishes:
Source: https://www.google.com.gh/search?q=ghanaian+traditional+dishes (accessed
10/11/15)
The food service industry has contributed to the overall rise in the standard of living of the
operators and created employment for several people in the Sunyani municipality. The nature
of food served to guests in foodservice operations and the service delivery have all changed in
the foodservice joints in the municipality. This is because, those patronizing the products are
becoming more sophisticated and will not accept just anything at all in any form.
Eto with eggs
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Good meal
Traditional dishes preparation is predominately ran by the indigenes. A recent study by the
Ghana Tourism Authority shows that demand for traditional Ghanaian dishes such as banku
and okro soup, gari fotƆ and ɔmo tuo and tuo zaafi in restaurants has been rising. The visit of
President Barack Obama of the United States of America to Ghana and the country‘s
performance in the South Africa World Cup tournament in 2010, have raised Ghana‘s profile
such that Ghanaian restaurants abroad have more customers than ever (Food and Agricultura l
Organization Country fact sheet on food and Agricultural policy trends March 2015, B & FT,
Business News of Monday, 10th December, 2012.)
Fig. 3. Ghana’s food consumption.
A number of operators in the hospitality and food industry in the Municipality have taken
advantage of the increasing demand for local dishes to operate food joints in the Municipality.
The growth in the fast food industry in particular has not only created avenues for employment
but also ready markets for local food growers since the organized retail space is geared toward
high middle-income individual shoppers. Most restaurant operators buy directly from the
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farmers thus creating ready market for producers. In addition, presentation of dishes and
packaging of food in the municipality have become important when looking to cater for a wider
customer base using the take home disposable plates thus presenting a novelty in the food
business.
The determining factors of food choice
This study examined the key influences on food choice with a focus on those that are amenable
to change and discusses some successful interventions. One of the fundamental reasons for
eating is of course to quench one‘s hunger. However, whatever meal one chooses to patronize
is not determined uniquely by physiological or just nutritional needs. An individual‘s choice of
what to eat can be influenced by biological factors and economic elements such as cost of the
dish, individual‘s income and availability of the preferred choice of food. When food is
palatable, an individual will have the pleasure to patronize it. In the municipality, customers
consider physical determinants such as access to the food joint, level of education of the
operator, catering skills in cooking and timeliness of service delivery. The social interface is
another strong determinant for choice of food. Individuals that patronize food joints are
influenced by their cultures, immediate family, friends and meal types. People are
psychologically influenced as to their choice of food.
Menu planning
According to Davis et al., (2008), ―menu planning is the most important part of the caterer‘s
work‖. In planning its menu, the Sunyani Polytechnic restaurant assesses the type of meal
patronized by customers and the largeness or otherwise of the kitchen in terms of equipment
and availability of both production and service staff. Because Sunyani Polytechnic restaurant
is an institutional restaurant, it is unique with its menu. Some restaurants operate strictly ―à la
carte‖ menu where each dish is priced separately and the customer is free to make a choice
while others operate the ―table d‘hôte‖ where food prices are fixed. In the restaurant business,
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the content of food menus varies according to the category of consumers it aims at, the occasion,
the food cost available and the Ghanaian traditional set -up.
Consumer characteristics are often centered on prices for food items, but there are transaction
costs such as proximity that can affect consumer behavior. The eating environment of the chop
bars and restaurants also determine how often consumers patronize such food joints and outlets.
As indicated by Reardon & Hopkins, (2006), ―operation hours are another transaction cost‖.
Cultural and social influences
There are long-term trends of what is acceptable in the Ghanaian society and in this wise,
national and regional differences can influence purchase and consumption forms. It is no
wonder therefore that the changing demographic structure of the Sunyani municipality and with
its compositional organization of the workforce, all have influence on an individual‘s choice
and consumption. As a cosmopolitan capital, Sunyani is bound to experience different
individual characteristics, attitudes and attributes that will be significantly influenced by social
standards. Human beings as fundamentally communal creatures significantly influence each
other. Paramount among these social norms are reference groups and others that arguably have
a strong control on individuals. In the Ghanaian setting, the family still wills a significant
influence on the kind of food item to be consumed as per that family‘s cultural upbringing.
Religion, cults and scares
Many of the factors that shape food choice and habits in the municipality were derived from
religious laws. Jonathan Bareham, (1995) proffered that Roman Catholics and most Protestants
believed that individual choice is the best approach to eating while the Jews, Hindus and
Muslims insist on strict dietary observance even if it means refusing food offered in friendship.
Apart from prohibiting some foods, religious groups have time periods when consumption is
restricted. During an interview with Very Reverend Anthony Akoma, a Catholic priest in
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Sunyani by the researchers, ―Roman Catholics never ate meat on Fridays until recently when
the canon was changed to apply to only Fridays in Lent.‖ Consumers, especially the religious
in the municipality adhere to these religious dictates. Every restaurant and ―chop-bar‖ in the
Municipality engaged a Muslim to slaughter their animals before they can use the meat for food
according to a local Muslim Cleric Baaba Gausu in Sunyani. This is another angle of the
religious demands which has been upheld by restaurant and food joint operators.
Developing teams in foodservice
Effective performance in the foodservice industry is a team work. In Sunyani Polytechnic
restaurant, whilst the meal is being prepared, customers have direct contact with several staff.
LYNNWOORIF (1996) asserts that ―the food industry embraces all enterprises or
establishments involved in the hand ling of food‖. In the Sunyani Polytechnic restaurant, there
is always a plan for students to know their schedules and this enables them to use their special
skills to perform tasks in a logical and relaxed manner. In the kitchen, the production team is
conversant with the working schedule and particularly the menu to determine which dishes
have to be prepared first since some foods will need extensive preparation time and must be
prepared first.
Results and analysis
Food Patronage
Seventy-four (74) customers were interviewed and the following table came out as responses
for
Restaurant in Hotels, Private or Institutional Restaurants and ―Chop-Bars‖ in the Sunyani
Municipality. Fifteen (15) respondents agreed to the fact that they patronize food at Hotel
restaurants, twenty (20) respondents agreed that they patronize food at Private or Institutiona l
restaurants, whilst thirty-nine (39) which represent majority of the responses accepted that they
buy food from the ―Chop-bar‖. Fifteen (15) food vendors representing 20% representing
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patronage in Hotel Restaurant, twenty (20) food vendors representing 27% for Restaurants and
thirty nine (39) representing 53% for ―Chop-bars‖.
Table 1: Sample population
Food Operators Sample Population
Hotel Restaurants 15 20 %
Restaurant 20 27 %
Chop Bar 39 53 %
TOTAL 74 100
Food vendors
Seventy-four (74) food vendors which represented 100 % of the total sampled population were
interviewed from five traditional ―chop-bars‖ and five restaurants on their observations of the
atmosphere of traditional food outlets. It was observed that traditional food outlets along the
streets and sidewalks were dominated by female food sellers. For this reason16 of the 19
respondents were female. In addition, 36.8 percent of them were single, 47.4 percent married,
and and15.8 percent divorced. However, other factors that also influence choice of dishes
include clients‘ way of life, peer influence and social relationships, and availability of local
dishes, advertising and the media. As Maxwell, et al., (2000); Maxwell, (1998) indicate, during
lunch time even women working outside the home look for time-saving foods to quench their
hunger.
Table 2: Food operators in the Municipality
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Hotel Restaurants Restaurants Chop Bars
Eusbett Sunyani Polytechnic Obaa Yaa
Chesville Supreme Good Mark
Glamossey Mandela Aisha Waakye
TYCO city Sweet Touch Asana
South Ridge Royals Aba Fresh
Food patronage
Fig. 4. Food patronage
0
5
10
15
20
25
30
35
40
45
Hotel Restaurant Private Restaurant Chop Bars
FOOD PATRONAGE
FOOD PATRONAGE
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Fig. 5. Food Vendors (Marital Status)
Fig. 6. Food Operators
0
5
10
15
20
25
30
35
40
Single Married Divorced
FOOD VENDORS ( MARITAL STATUS )
FOOD VENDORS ( MARITAL STATUS )
15 20
39
0
5
10
15
20
25
30
35
40
45
Hotel Restaurants Restaurants Chop Bar
Food
Food
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Food production and serving
A phenomenon that affects food consumption is the service a customer receives. During service,
the responsibility for product control is transferred from the production to the service personnel.
After the kitchen staff have finished the engagement, management of food serving activities is
of great importance to ensure minimum quality food service. In most of the food outlets visited
during the study, service staff integrate the requests and desires of customers with the dining
environment. The well selected smart service staff in their sparkling white shirt over black skirts
with special attention to their ability to communicate with customers is a delight to watch. As
they stand-by for service, they are given specific instructions to make sure that the dining rooms
are set and table settings are complete with neat and clean tableware. They ensure that food
items are received on time according to the menu of the day and commence with service at the
correct time ensuring that there are enough servers to prevent delays in service delivery in the
restaurant. As a training facility, the Polytechnic restaurant has established and practiced food
service standards. The restaurant observes standard portion size and there is a careful control
to the effect that all unsold food is accounted for and returned to the kitchen.
The nature of food served to guests in foodservice operations and the service delivery have
changed in the food service outlets in the Sunyani municipality. This is because, those
patronizing the products are becoming more sophisticated and will not accept just anything at
all in any form in accordance with their cultures. During the field work review it was revealed
that the training of the operators of food was critical for informed conclusions to be drawn for
the research. It was realized that quite a number of the operators were school drop-outs at the
Junior/Senior High Schools and Non tertiary levels. Many also had no formal education in the
subject area of the research yet they operate in the food business.
Figure 5 describes the categories of food providers in the Sunyani Municipality.
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Fig. 7. Sample population pie chart denoting food outlets in Sunyani municipality.
Source: Field Survey
Figure 2 denotes the distribution in percentage terms of existing food outlets in Sunyani
municipality. The population of this research was made up of hotels, restaurants and chop bar
food operators. The researchers looked at data connected to consumer attitude at the designated
hotels, restaurants and ―chop-bars‖. The population was therefore, divided into three groups;
hotel restaurants, private and institutional restaurants and ―chop-bars‖. The researcher sampled
views from individual food operators and consumers for which answers for the research
questions were provided.
Hotel restaurants
The modus operandi of the Hotel restaurant was the same in terms of management, sanitation,
eating environment, nutritional value of food, menu and Factors that affect consumer behavior.
Private restaurants
In the private restaurants, it was revealed that every operator had his own operational
procedures. Sunyani Polytechnic Restaurant as a training facility has its management under a
20 %
27 %
53 %
Sample Population
Hotel Restaurants - 20 %
Restaurant - 27%
Chop Bar - 53%
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head of department. In the case of sanitation, the restaurant adheres to standard food operation
processes. The eating environment has a solid ambience that is enticing to customers.
Management of this restaurant considers the dietary issues of the foods they provide to their
customers. Management of the Sunyani Polytechnic Restaurant testified to determinant factors
such as cultural, economic, biological, physiological and psychological that influenced
consumer behavior of food. The rest of the restaurants under the study did not strictly adhere
to the above issues.
‘Chop-bars’
Management of these ―chop-bars‖ are family dominated. Because most of the operators in this
category do not have formal education; they do not consider any operational method as pertains
in hotel restaurants and established private restaurants.
Findings
This research has revealed that enforcement of the assembly‘s laws dealing with the food
industry has been intensified. It was found out that most consumers viewed traditional food
joints as crowded.
The contribution of the food service in Ghana, and for that matter the Sunyani municipality is
of tremendous contribution to sustenance of life. The food industry in the Sunyani municipality
has contributed greatly to the general growth in the standard of inhabitants of the municipality.
It has also created employment for both skilled and unskilled hands in the municipality.
The food outlets in Sunyani municipality are becoming complex and competitive. This may be
attributed to reasons such as the rapid development of the municipality and its state of
heterogeneity, influx of qualified caterers into the food industry and intra-regional movement
of consumers of meals among others. There are increasing varieties of dishes in the food
industry in the municipality and the socio-economic changes indicated earlier have resulted in
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increased interest in the fast food and traditional restaurant sectors among the population of
Sunyani municipality.
The research revealed that cultural instincts affected buyer attitude of food consumers in the
Sunyani municipality. The study revealed that Sanitation and safety are typical issues that some
food production managers in the municipality ignore in their operations. It was also observed
that the eating environment of most of the traditional restaurants was not appealing.
Whatever human beings consume is informed and controlled by conditions that are basically
social and cultural. An observation from some food joints in the Municipality revealed that
cultural influences led to the differences in the habitual consumption of certain foods. As a
heterogeneous city, some cultural influences are however changing as people come from other
places to work in the Municipality thus adopting particular food habits of the local culture.
The nature and quality of food served to guests in food service operations and the service
delivery have all changed in the Municipality. This is because, those patronizing the products
are becoming more sophisticated and will not accept just anything at all in any form.
A cursor survey of restaurants and traditional chop bars, established institutional restaurants
and fast food joints in Sunyani Municipality revealed that people could not eat foods that
potentially they could have deep-seated beliefs about that are enshrined in religious doctrines.
Denial of oneself from certain foods might be due to dictates of a cult that cause restrictions on
eating behavior. Another identified factor that restricted individuals from patronizing a
particular food was the myth attached to it. Most patrons of food items that the researcher
interacted with said they will never patronize foods like fried rice or any form of fast food
because of the 2004 food poisoning in Sunyani municipality.
Food service operators have also had some formal training so there is now some amount of
professionalism in the discharge of tasks. Some Tourism and Hospitality operators in the
Municipality have engaged qualified staff, well equipped with the knowledge and skills and
prepared for the business at food production levels,. The department of Tourism and Hospitality
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of the Sunyani Polytechnic is offering short certificate courses for individuals to upgrade their
skills in hospitality operations.
Developing teams in food service
Effective performance in the foodservice industry is a team work. In Sunyani Polytechnic
restaurant, whilst the meal is being prepared, customers have direct contact with several staff.
LYNNWOORIF (1996) asserts that ―the food industry embraces all enterprises or
establishments involved in the hand ling of food‖. In the Sunyani Polytechnic restaurant, there
is always a plan for students to know their schedules and this enables them to use their special
skills to perform tasks in a logical and relaxed manner. In the kitchen, the production team is
conversant with the working schedule and particularly the menu to determine which dishes
have to be prepared first since some foods will need extensive preparation time and must be
prepared first.
Conclusions
Contrary to the researcher‘s belief that consumers will abandon traditional foods in favor of
continental dishes, the evidence from this research shows that majority of consumers continue
to patronize traditional chop bars as their primary food outlet. This is a manifest in the fact that
the greater number of consumers prefer and visit traditional chop bars. It was revealed that
consumers‘ preferences for traditional chop bar dishes were based on low prices and the quality
of the food provided.
The regulatory environment in which food providers operate in the Sunyani Municipality is
changing rapidly due to regulatory measures in responses to several food poisoning incidents
in 2004 that caused serious adverse health consequences to consumers. It is believed that an
incessant implementation of the monitoring measures of food operators in the Municipality by
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the relevant agencies would result in a sound history of the food industry which is considered
a solid foundation to build the future of the Sunyani Municipality.
The food service industry in the Municipality has contributed to the rise in standard of living
as it has created employment for several persons.
Menus have significant impact on attracting diners to an eatery. A good menu obviously
becomes the talking point long after the customer had gone. It is the key selling tool of a
restaurant and must as much as possible reflect the food product being sold so that customer
expectation will be matched with restaurant delivery. Sanitation and safety are issues that food
and beverage managers in the Municipality must uphold. In 2004, there were several food
poisoning cases in the Municipality.
Recommendations
This study has identified these recommendations to sustain the current access to food in Sunyani
Municipality, and endeavor to avert the negative health consequences of food poisoning.
• If Sunyani municipality desires to witness hygienic environment of its food industry to
meet international standards, both for local and the growing number of foreigners
visiting the Municipality, the Food and Drugs Authority and the Ghana Tourist
Authority must begin to control and enforce food industry regulation and standards
• In order to address this issue of insanitary, municipal and local authorities that collect
taxes need to invest in infrastructure like sheds and summer huts at joints and construct
concrete pathways and hygienic restroom facilities for food vendors
• Although food is normally eaten in the home, an increasing population now prefers
eating outside the home. The eating environment can affect food choice and therefore
food joint operators will need to adhere to operational modules
• Food operators have a responsibility to provide safe conditions for employees and
guests and therefore, address issues of sanitation at every stage of the food handling
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process. New entrants wanting to get into the food system need to consider hygiene as
a fundamental issue
• There must be a business plan and financial projection by food operators which has to
take into consideration the political, economic, social, technological and environmenta l
issues in the food industry in Sunyani
• The food production system encompasses all activities involves from the moment the
food is received until it is served to the customer. Managers should know that the food
production unit organizes all activities needed to provide the desired menus of the
restaurant. Food production staff need to guarantee required level of production quality
and ensuring that the resources of the facility are used effectively
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