THE PERCEPTION AND ATTITUDE OF FOREIGN CUSTOMERS TOWARD NIGERIAN CUISINES

ABSTRACT 

The study investigated the Perception and Attitude of Foreign customers toward Nigerian Cuisines. The research design used was a survey research design, and it involved the use of questionnaire to obtain information from the respondents. Sample for the study consisted of 370 respondents in Presidential Hotel and some selected eateries in Port-Harcourt, Rivers state,70 of the questionnaire were invalid which resulted to 300 respondents. Simple frequency, percentages were used to analyze the data generated for the research. It was found that 66.3% of the respondents admitted of taking Nigerian sometimes while 19.7% take Nigerian cuisines always. The research also shows that majority of the respondent attested to the high nutrition level of Nigerian cuisines, also the portion size of Nigerian cuisines was also good. It was recommended that Higher institutions should be adequately funded to encourage more researches in the field of Hospitality and eateries through the promotion of our traditional festivals to attract foreigner and providing opportunities for colorfully displaying Nigerian cuisines.

LIST OF TABLES

Table 4.1:                Gender of respondents 

Table 4.2:                Age group of respondents

Table 4.3                 Marital status of respondent

Table 4.4:                Religion of respondents

Table 4.5:                Place of residence of respondents

Table 4.6:                Educational qualification of respondents

Table 4.7:                Reasons for coming to Nigeria

Table 4.8:                Occupation of respondents

Table 4.9:                Frequency of taking Nigerian cuisines

Table 4.10:              Mode of eating

Table 4.11:              Speed of service

Table 4.12:              Courtesy of service personnel

Table 4.13:              Room decoration

Table 4.14:              Cleanliness of the environment

Table 4.15:              Food presentation

Table 4.16:              Food flavor

Table 4.17:              Choice for varieties

Table 4.18:              Nutrition and Health

Table 4.19:              Freshness of food served

Table 4.20:              Size of portion

CHAPTER ONE

                                            INTRODUCTION

1.1   BACKGROUND OF STUDY

Traditional food as defined by EUROFIR is a food of special properties which is clearly distinguished from other similar food product from same category in terms of the traditional ingredients used, traditional preparation and processing methods applied in making the particular food (Tajkarimi, Ibrahim and Fraser, 2013).. Nigerian cuisines consists of dishes or food items from the hundreds of ethnic groups, it uses spices and herbs in conjunction with palm oil or groundnut oil to create deeply flavoured sauces and soups.

Since every person must eat; what people eat, become a most powerful symbol of who they are (Fox, 2003). However, the fundamental reason for eating is to quench the inevitable pangs of hunger and satisfy physiological needs, greatly influencing different roles in human life. Needless to say, some persons eat just for the fun and emotional satisfaction derived. Cervellon and Dube (2005), described food as a cultural trait human learn first from childhood with the greatest reluctance to adjust or worse still change at older age due to the psychological associations it has on the individual.                   

Food familiar to someone is generally more satisfying, reassuring and comfortable, In line with Alex Muwaura a kenyan and the chef of southern sun ikoyi hotel shared that you will find kenyans eating meat all the time, and will always request for suya when they visit Nigeria because meat  is something the are familiar with. Later with time you find them appreciating other meals like pepper soup, bitter leaf soup and so on.  As a matter of fact, several food trends affect the food consumption decisions of many persons.  These food trends essentially include food that are fresh and taste good like fruits and vegetables; convenient foods otherwise known as fast food which are quick and easy to purchase and/or prepare; traditional food with unique and distinct features (Asp, 1999).

In recent times, there have been a surge of research interests in food consumption in tourism especially in areas like food service, local food consumption and tourist food preferences and choice. This is reflected in the increasing number of stakeholders in the hospitality and tourism industry promoting and differentiating themselves from other competitors by greatly utilizing the abundant culinary resources at their disposal (Chang, et al., 2010).

However, there are wide speculations that expenditures in food consumption constitute averagely one-third of a tourist total expenditure (Telfer and Wall, 2010). This therefore shows that the economic benefits accrued by tourist food consumption significantly can influence the economic viability and sustainability of hospitality establishments in a locality -Nigeria. Deaux, (2006) described culture as the shared pattern of behaviors and interactions, cognitive constructs and effective understanding learned through a process of socialization. It is such a behavior that people adopt as they lead their lives. This to a great extent also influences and creates a model on which their perception about the cultural attributes of other people are patterned. Thus, making them impulsively adopt an attitude towards and about their culture including their cuisines.

Nigeria, a country of about 170million people with over 150 dynamic culture and traditions, uniquely  interwoven to form the fabric of the largest black community in the world known as the giant of Africa. Nigerian cuisines are thus patterned from this multi-ethnicity that has harmoniously coexisted for centuries. The contribution and development of the Nigerian cuisine has greatly depreciated over the decades as most of our gastronomic intakes are mostly staple foods as a result of reckless Westernization and Civilization

The methods and techniques utilized to prepare and process cuisines including the ways of serving and consuming them, vary from culture to culture, country to country, and continent to continent. This can significantly have a profound influence on the social relationships- perceptions and attitude of foreigners.

In most culture of the world, people often do not feel satisfied if their principal meal does not involve a product of their accustomed traditional staple food or spice. This makes them develop certain culinary perceptions and attitudes toward an ‘alien meal’ especially when it lacks this basic requirement. For instance, an average Nigerian cannot imagine a meal of soup without ‘eba’, ‘fufu’, ‘amala’, ’pounded yam’ or ‘tuwo’ garnished with assorted meat and dry fish eaten with bare hands and washed down with fresh palm wine. This definitely will transport him to ‘cloud-nine’. For a Yoruba; the eba has to be very soft and sticky while an Igbo man would rather prefer it very hard and firm. A Yoruba man also would find it difficult eating his ‘ewa goin’ -beans without the assistance of soaked ‘tapioca’, ‘pap’ or ‘Agege bread’.  A European considers a breakfast of coffee and egg omelets refreshing but a typical Nigerian man cannot imagine leaving for work with just that without a big loaf of bread and lots of tea. On the other hand, a Chinese would find it difficult staying for few days without having a lunch or dinner of noodles or macaroni with sauce garnished with lettuce. Likewise an Indian without her beloved ‘broccoli’ and ‘curry’ with lots of pepper and spices would be incomplete. These definitely will lead to the evolution of certain culinary perceptions and attitudes towards a foreign cuisine. However, the polarity and degree of such perception and attitude vary.

Migrating from one’s country to another has a myriad of implications for migrants with the herculean task of adjusting to the foreign environment while having to preserve their identity and sense of belonging. Nevertheless, these perceptions and attitudes can be mutated by the influence of a series of socio-cultural and psychological factors especially when it comes to the aspect of cuisines and culinary behaviours and adaptation. ‘Culturalism’ and ethnicity indeed form remarkable integral parts of destination attractions in tourism and hospitality.

There are definitely certain degrees of African and indeed Nigerian authenticity expected by International travelers and visitors. This further emphasizes that the relationship between dining (hospitality) and tourism experience cannot be overemphasized.

This claim is further authenticated by the research of Au and Law in 2002 which propounded that ethnic dishes and eating habits form part of a society’s culture which can be a great and important tourist attraction for foreign visitors. Foreign visitors are usually of the notion that the African and indeed the Nigerian cuisine exhibit the unique and preserved traditional characteristics associated with our history, culture and people. As a result, the tourist believes that the ingredients used, their combination, manner of preparation and service form an integral facet of our colourful culture and identity. All these and other factors invariably influence the foreigner’s perception and to a great extent her attitude to our cuisine in general.

As diverse individuals, Schiffnan and Kanuk, (1924) stated that a human tend to see the world in his own special ways… usually based on what he thinks or what he perceives to be reality. Hence, his attitudes are based on his perceptions.

Truly, ‘…perception begets attitude’.

1.2 STATEMENT OF PROBLEM

Close and distant observations of the happenings in Nigeria today show that our culture and cuisines have not been accorded the necessary encouragement they deserve. Government attitude and policies do not favor them. Over the years, there have been stunted culinary developments achieved in country.

Most of the setbacks in Nigeria with respect to our cuisine are due to the painful fact that most individuals look down on our heritage. Ever since the advent of oil, virtually everything associated with agriculture and culture have played ‘second fiddle’ on the altar of crude oil in the name of urbanization and civilization thinking they are retrogressive to development. As a result, most Nigerians are of the opinion that it’s the unfortunate and poor who eat traditional foods while the affluent and opulent engage in foreign cuisines and junks, thereby encouraging foreign customers to overlook Nigerian cuisines.

Due to this social stratification, those who produce traditional food sell them with the aim of purchasing foreign food. We indeed are experts in promoting culture and cuisines of other nations. Yet, grossly neglecting and abandoning ours.

It is in structure however to mention that science have proved that most of the exotic cuisines we consume constitute the major ill health we encounter nowadays. Such sicknesses like diabetics, obesity, very high cholesterol, hypertension and others, as a result of exotic meals. As a result, many elite are now scepticle of their choice of meal. This skepticism has affected many hotels in their discharge of meal services which has affected their income.

Therefore if we nurture and exhibit negative perception and attitude toward our rich culture and cuisine, it would be totally hypocritical to expect positive perception and attitude from foreigners because, ‘…charity begins at home’.

These problems have necessitated the researcher to embark on this research work to see how to bring back Nigerians cuisines into our menus and finding means of encouraging foreigners on the nutritive values of these cuisines with its un-adverse effects.

1.3 OBJECTIVE OF THE STUDY

The main objectives of this study are to determine the perception and attitude of foreign customers toward Nigerian cuisines.                                                                

 The specific objectives are:

1. To determine the level of foreigners’ knowledge with Nigerian cuisines.

2. To determine the frequency and amount at which foreigners consume Nigerian cuisines.

3. To determine whether the expectations of foreigners as regards the Nigerian experience are met in the dining process.

4. To determine the problem associated with offering Nigerian cuisines

5. To determine the advantages in offering Nigerian cuisines

1.4     RESEARCH QUESTIONS

In the course of this research work, certain questions will help pattern, serving as a guide to fully achieving the aim and objectives.

1.     What kind of influence, belief and needs pattern foreigners’ perception and attitude toward what they should eat and what they should not eat?

2.     How do Foreigners respond to unfamiliar Nigerian cuisine?

3.     Are Nigerian cuisine considered authentic or fake?

4.     Are Nigerian cuisines known for their colorful history?

5.     Are foreign visitors happy and satisfied with the Nigerian cuisine experience?

1.5 SIGNIFICANCE OF STUDY

This study will benefit the following;

HOTELS: This study which carefully determines and studies all the factors influencing the perception and attitude of foreign customers towards Nigerian cuisines will greatly benefit the hospitality industry, because when foreign customers are satisfied with the delivery of Nigerian cuisines this will lead to an increased patronage resulting to increased income.

FOREIGN CUSTOMERS: Due to the indiscriptive fact that foreigners spend large sum of their total expenditure on dining experience, dissatisfaction with the food service can and will negatively affect foreigners’ experience. In other words, this research study will help to contribute to the way in which Nigerian cuisines can be tailored towards maximum enhancement of satisfaction.

HOST COMMUNITY: When foreign customers are satisfied with local cuisines, this will lead to an increase in demand thereby creating source of revenue for the host community. As the host community becomes actively involved in the provision of the materials for the preparation of Nigerian cuisines, more employment opportunities are provided and farming will be greatly encouraged.

1.6   SCOPE OF STUDY

The scope of this study is to view the perception and Attitude of foreign customers toward Nigerian cuisines in the hospitality and catering industries, particularly the presidential hotel and selected eateries in port Harcourt, Rivers state ref to Appx.1, with the view that the findings will be relevant to the hospitality industry on how foreigners feel about local cuisines and how best to meet their expectations.

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