CONSUMER BEHAVIORAL PATTERNS IN THE FOOD INDUSTRY IN … BEHAVIORAL PATTERNS I… · Keywords: Behavioral patterns, Food industry, culture, training and management. 71 PAPER CODE:

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STU INTERNATIONAL JOURNAL OF TECHNOLOGY (STUIJT) Vol 1 Issue 1 -April, 2016 (ISSN 2508-0997, Online) PUBLISHED BY; WWW.STU.EDU.GH

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.



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.



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?



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.



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



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



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.



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).



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



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.



Fig. 2. A. Features of Ghanaian dishes:

Banku & ground pepper

Fried yam with chicken

Ground green pepper Ground red pepper



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



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



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,



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



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



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



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



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



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.



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%



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



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



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



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



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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