FOOD PREFERENCES OF CUSTOMERS OF FOOD SERVICE ESTABLISHMENTS IN HO IN THE VOLTA REGION OF GHANA

ABSTRACT There is an increase in the number of food service establishments operating in the country as there is a emerging demand for food away from home. However, knowledge of customers’ food preference is critical to the sustainability of the industry. The purpose of this study was to assess the food preferences of customers of food service establishments in Ho, Ghana. The study employed the quantitative approach and questionnaire was used to collect primary data from 350 respondents. Respondents were sampled using systematic sampling technique and the research adopted the descriptive design. Data collected was analyzed using SPSS and Chi-square was employed to test research hypotheses. The study revealed that Banku with okro soup was the most preferred food whiles the least preferred food was Ampesi. However, there was a significant relationship between customers’ socio-demographic characteristics (educational level, marital status, ethnicity and monthly income) and food preferences. The food was perceived to be healthy and attractively presented. The study also found a significant relationship between taste and food characteristics. From the study it could be deduced that respondents preferred foods from their ethnic groups. This implies that some tribes have reverence for their staple food and have no desire to change. Managers should prioritize taste in the preparation of their meals since it was a significant factor consumer consider in their choice of food.