TRENDS INFLUENCING CONSUMER BEHAVIOUR IN FOOD AND BEVERAGE SERVICE OPERATIONS
BY
Tiamiyu O.A1, Adeogun O1, Alabi AA1’
toyintia@yahoo.com
DEPARTMENT OF HOSPITALITY, LEISURE AND TOURISM MANAGEMENT
MOSHOOD ABIOLA POLYTECHNIC, ABEOKUTA, OGUN SATTE
OCTOBER, 2015
toyintia@yahoo.com
DEPARTMENT OF HOSPITALITY, LEISURE AND TOURISM MANAGEMENT
MOSHOOD ABIOLA POLYTECHNIC, ABEOKUTA, OGUN SATTE
OCTOBER, 2015
ABSTRACT
¨The hospitality sector represent an important part of the tourism industry which comprises of hotels, guest house, catering outlets, pubs/clubs, event planning and decoration, fast foods, bed & breakfast, hospital and industrial catering. The objective of this research work is to find out the treads influencing consumer behavior in food and beverage service operations. The methodology adopted in carrying out this research includes primary and secondary data collection. Structured Questionnaire was distributed to 250 patrons of hotel/restaurant outlets while personal interview/ observation were also used in gathering data. Textbooks, journals and internet were also used to gather relevant information. Two hundred and twenty were retrieved out of the whole questionnaires. The findings of the study revealed that the percentage of male that attends the fast food outlets were 55% against 45% female, considering the social status, the middle class has the highest percentage of 50%, rated next were the upper class with 40% while the lower class were rated at 10%. It also discovered that higher percentage of adults were keen on eating balanced healthy foods, fresh fruits and smoothies while the working class and adolescents prefer to have packed fruit juices and confectioneries.
¨Key words: Trends, consumer, service operations.
INTRODUCTION
Consumer in the hospitality industry is regarded as the “king” without customer the business cannot exist. Product and services must be provided to meet the consumers’ expectation. Happy consumer lead to repeat business and good recommendation to friends and colleagues.
A trend is defined as a line of general direction of movement, a prevailing tendency of inclination, a style or preference, a line of development or the general movement over time of statistically detectable change (Google Thesasus, 2011). The food and beverage industry is subjected to various trends which has impact on business, success or decline. According to Restaurant Association of Ireland,RAI(2010) restaurant sector is facing a very difficult crisis which are due to the energy costs, transport fare, local authority service charge which brings about high costs of doing business. (Failte (2011) ,Pitta (2010) noted that cost does not significantly reduce, margins are under severe pressure resulting in a shutdown and decreasing business traffic which leads to the closure of a large number of restaurant businesses. This can be localized looking at Nigerian factor where double charges are paid on land, tenement rate, VAT and inland revenues are paid to federal government coupled with high demand of salaries from staff. Therefore for any food and beverage service outlet to experience growth and development, information must be sought about consumer behaviours. Some of these behaviours majorly revolve round health issues, social status, convenience, need and expectations, value for money, quick service delivery, neat and clean environmentand well groomed/ cultured staff.
AIMS AND OBJECTIVE1. The major aims and objectives of this study is to examine the trends influencing consumer behaviours in food and beverage operations specifically the objective is to:
¨Key words: Trends, consumer, service operations.
INTRODUCTION
Consumer in the hospitality industry is regarded as the “king” without customer the business cannot exist. Product and services must be provided to meet the consumers’ expectation. Happy consumer lead to repeat business and good recommendation to friends and colleagues.
A trend is defined as a line of general direction of movement, a prevailing tendency of inclination, a style or preference, a line of development or the general movement over time of statistically detectable change (Google Thesasus, 2011). The food and beverage industry is subjected to various trends which has impact on business, success or decline. According to Restaurant Association of Ireland,RAI(2010) restaurant sector is facing a very difficult crisis which are due to the energy costs, transport fare, local authority service charge which brings about high costs of doing business. (Failte (2011) ,Pitta (2010) noted that cost does not significantly reduce, margins are under severe pressure resulting in a shutdown and decreasing business traffic which leads to the closure of a large number of restaurant businesses. This can be localized looking at Nigerian factor where double charges are paid on land, tenement rate, VAT and inland revenues are paid to federal government coupled with high demand of salaries from staff. Therefore for any food and beverage service outlet to experience growth and development, information must be sought about consumer behaviours. Some of these behaviours majorly revolve round health issues, social status, convenience, need and expectations, value for money, quick service delivery, neat and clean environmentand well groomed/ cultured staff.
AIMS AND OBJECTIVE1. The major aims and objectives of this study is to examine the trends influencing consumer behaviours in food and beverage operations specifically the objective is to:
2. Examine the consumers’ expectations
3. Examine consumers’ spending
4. Highlight consumers’ meal experience
5.Identify health, Obesity and wellness issues
6. Provide possible solutions and make recommendation based on the findings
RESEARCH METHODOLOGY
1. The questionnaire used was developed based on the objectives of the study.
RESEARCH METHODOLOGY
1. The questionnaire used was developed based on the objectives of the study.
2.Validity and reliability tests were carried out on the questionnaire in order not to collect data unrelated to research, while descriptive and inferencial statistics were used in analyzing the data. 3.Random sampling technique was used to select twenty five hotels/restaurants/fastfoodoutlet from the available in Abeokuta South Local Government Area
RESULTS AND DISCUSSION
CONSUMERS’ PREFERENCE
From the table above; 60% of the respondents(adults) against 40% of young adults prefered balanced diet which include both African and continental dishes to support their health status, 70% which comprises of young adults and office workers against 30% adults prefered confectioneries due to lack of time for sit-down meals while 65% of the respondents(adults) against 35%(young adults) that takes food to prevent obesity, high blood pressure and other cardiovascular diseases caused by fatty and highly spiced foods while 75% of the respondents (adults) against 25% (young adults) has preference for fresh fruits and smoothies that does not contain refined sugar that could cause diabetes and 65% young adults against 35% adults has preference for packed fruit juice and canned drinks.
RESULTS AND DISCUSSION
|
Sex
|
FREQUENCY
|
PERCENTAGE %
|
|
Male
|
121
|
55
|
|
Female
|
99
|
45
|
|
TOTAL
|
220
|
100
|
CONSUMERS’ PREFERENCE
|
|
FREQUENCY % (YOUNG ADULTS)
|
FREQUENCY% (ADULTS)
|
TOTAL%
|
|
Preference for balance
meal(African/Continental)
|
40
|
60
|
100
|
|
Preference for confectioneries
|
70
|
30
|
100
|
|
Preference to prevent obesity, high
blood pressure and other cardiovascular diseases caused by fatty and highly
spiced foods
|
35
|
65
|
100
|
|
Preference for fresh fruits and
smoothies that does not contain refined sugar that could cause diabetes
|
25
|
75
|
100
|
|
Preference for packed fruit juice and
canned drinks
|
65
|
35
|
100
|
From the table above; 60% of the respondents(adults) against 40% of young adults prefered balanced diet which include both African and continental dishes to support their health status, 70% which comprises of young adults and office workers against 30% adults prefered confectioneries due to lack of time for sit-down meals while 65% of the respondents(adults) against 35%(young adults) that takes food to prevent obesity, high blood pressure and other cardiovascular diseases caused by fatty and highly spiced foods while 75% of the respondents (adults) against 25% (young adults) has preference for fresh fruits and smoothies that does not contain refined sugar that could cause diabetes and 65% young adults against 35% adults has preference for packed fruit juice and canned drinks.
Service preference
All respondents (adults and young adults) prefer well groomed and cultured staff to serve them while they visit restaurants for positive meal experience. Time and delivering of guest order is important as the respondents of this era are anxious, they do not have time for prolong sitting.The restaurant that waste time may loose customers, therefore to retain Consumers there should be a quick service response at all times.
Hygiene factor
All respondents are concerned about the hygiene ( environment and staff hygiene) to avoid food contamination and contagious diseseases. A clean environment is inviting and prevents the infestation of flies and rodents that can cause food poisoning/germs. In essence consumers resist unhygienic food outlets to hygienic ones.
Price preference
Respondents stress the need for good quality meals at moderate prices. Therefore Food and Beverage outlets must have consciousness of purchasing from the right source at a good price and in bulk to meet consumers taste and preference and also make profit.
CONCLUSIONS AND RECOMMENDATION
1. In the course of this research work, it was discovered that the trends in consumers’ behavior revolve round the following:
Hygiene factor
All respondents are concerned about the hygiene ( environment and staff hygiene) to avoid food contamination and contagious diseseases. A clean environment is inviting and prevents the infestation of flies and rodents that can cause food poisoning/germs. In essence consumers resist unhygienic food outlets to hygienic ones.
Price preference
Respondents stress the need for good quality meals at moderate prices. Therefore Food and Beverage outlets must have consciousness of purchasing from the right source at a good price and in bulk to meet consumers taste and preference and also make profit.
CONCLUSIONS AND RECOMMENDATION
1. In the course of this research work, it was discovered that the trends in consumers’ behavior revolve round the following:
2. Consumers are time conscious i.e. they do not have enough time to waste in any food outlets and so the need for quick service responses from the staff is of utmost importance.
3. They are health conscious, they prefer to eat foods that will support their health status such as fresh fruits, smoothies, vegetables instead of packed fruit juices/ canned drinks.
4. Consumers expect services to be rendered to them in a clean, neat, well ventilated environment with good cooling system by well cultured and groomed staff.
5. Consumers are well known to be tin gods in all hotels, restaurants and service outlets thereby value for money is essential in dealing with them.
6.African dishes are gaining ground at parties, hotels and food service outlets though continental dishes are also embraced therefore a blend of the two must be available.
7. Customers’ will always be the focus of any business. All business activities revolve around the “Consumer” who will purchase the products hence research on consumer’s profile needs must be vigorously pursued.
8 The research development unit of all food service outlets and hotels should be fully empowered and where not available one should be set up.
9 Complaints /suggestions from customers must be given immediate and adequate attention and solution proferred while feed back sent to customers
10 Identify your customers – send birthday and season greetings during festive periods to appreciate and remind them for further patronage.
References
¨Da Browska, A.,(2011). Consumer Behaviour in the market of catering in Selected countries in central-Eastern Europe. British food Journal.Vol. 113. No. 1 pp 96-108
¨Datamonitor (2007;a). Healthy Snacking: future trends and insights, understanding consumer need for health, indulgence and convenience when snacking. Datamonitor customer research. USA. www.datamonitor.com
¨Datamonitor (2007;b).New developments in global consumer trends. Market research report. Aprils www.datamonitor.com
¨Datamonitor (2010). Trends and monitor in eating out. Datamonitor customer research. USA www.datamonitor.com
¨Failte Ireland (2011). Tourism Matters: Research Update. Failte Ireland. Dublin
¨Hotel and restaurant time (2010) Value add your business, H&RT. Jan. Kildare, Ireland
¨Jones MT., (2009). A celebrity chef goes global. Journal of business strategy.Vol 30 No. 5 Pp 14-23
¨Mintel (2009), Attitudes to Food and Drink in Ireland Feb. Mintel Reports. www.mintel.com
¨Ottenbacher, M.C. and Harrington, R.J., (2009). The product innovation process of Quick Service Restaurant Chains.International Journal of Contemporary Hospitality Management.Vol 21.No. 5. Pp 523-541
¨Pitta, D.A., (2010).Product Strategy in Harsh Econonmic Times: Subway. Journal of product and Brand Management.Vol. 19.No. 2. Pp. 131 – 134
¨Ramanathan, U., and Ramanathan, R., (2011). Guests Preceptions on Factors influencing customer loyalty.An analysis for UK Hotels international Journal of product and Brand Management, vol. 19. No 2. Pp. 131-134.
¨Restaurant Associationg of Ireland.(2010). Review of the year and annual report. Dublin
¨
¨
¨
References
¨Da Browska, A.,(2011). Consumer Behaviour in the market of catering in Selected countries in central-Eastern Europe. British food Journal.Vol. 113. No. 1 pp 96-108
¨Datamonitor (2007;a). Healthy Snacking: future trends and insights, understanding consumer need for health, indulgence and convenience when snacking. Datamonitor customer research. USA. www.datamonitor.com
¨Datamonitor (2007;b).New developments in global consumer trends. Market research report. Aprils www.datamonitor.com
¨Datamonitor (2010). Trends and monitor in eating out. Datamonitor customer research. USA www.datamonitor.com
¨Failte Ireland (2011). Tourism Matters: Research Update. Failte Ireland. Dublin
¨Hotel and restaurant time (2010) Value add your business, H&RT. Jan. Kildare, Ireland
¨Jones MT., (2009). A celebrity chef goes global. Journal of business strategy.Vol 30 No. 5 Pp 14-23
¨Mintel (2009), Attitudes to Food and Drink in Ireland Feb. Mintel Reports. www.mintel.com
¨Ottenbacher, M.C. and Harrington, R.J., (2009). The product innovation process of Quick Service Restaurant Chains.International Journal of Contemporary Hospitality Management.Vol 21.No. 5. Pp 523-541
¨Pitta, D.A., (2010).Product Strategy in Harsh Econonmic Times: Subway. Journal of product and Brand Management.Vol. 19.No. 2. Pp. 131 – 134
¨Ramanathan, U., and Ramanathan, R., (2011). Guests Preceptions on Factors influencing customer loyalty.An analysis for UK Hotels international Journal of product and Brand Management, vol. 19. No 2. Pp. 131-134.
¨Restaurant Associationg of Ireland.(2010). Review of the year and annual report. Dublin
¨
¨
¨
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