Publication Details
Abstract
This study investigates the drivers of consumer patronage for Igbo traditional food outlets in Awka Metropolis, Anambra State, focusing on a sample of 150 respondents across 10 different food outlets. The central problem addressed is the need to understand how factors such as price, food quality, customers' demographics, vendor's physical environment, menu familiarity, and culture influence consumer patronage. Utilizing a descriptive research design, data was analyzed using descriptive statistics for demographic profiling and the Ordinary Least Squares (OLS) regression method to assess the relationships between the independent and dependent variables. The findings reveal that quality of food (β = 0.30, p < 0.01) and cultural relevance (β = 0.25, p < 0.05) significantly influence consumer patronage, while price affordability and atmosphere of the outlet show weaker correlations (β = 0.15 and β = 0.145, respectively). The analysis also indicates service quality as a key driver, especially among younger consumers. The study is grounded in the Theory of Planned Behaviour, which posits that attitudes, subjective norms, and perceived behavioral control influence consumer behaviour. Recommendations highlight the need for stakeholders in Igbo traditional food outlets prioritize enhancing service and food quality through staff training and maintaining high culinary standards. Moreover, increasing the cultural relevance of menu offerings can create a stronger connection with patrons. While competitive pricing is valuable, emphasizing quality and customer experience should take precedence. Additionally, improving the atmospheric elements of the outlets can significantly augment the overall dining experience, promoting higher levels of customer satisfaction and repeat visits. By adopting these strategies, Igbo traditional food outlets can better position themselves in a competitive market and foster greater patronage.