DETERMINANTS OF CONSUMER CHOICE OF FOOD AND ITS EFFECTS ON THEIR HEALTH: AAMUSTED STUDENTS AS A CASE STUDY.
DETERMINANTS OF CONSUMER CHOICE OF FOOD AND ITS EFFECTS ON THEIR HEALTH: AAMUSTED STUDENTS AS A CASE STUDY.
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Date
2022-12
Authors
ADWOA OWUSUAA BOASIAKO
7201180041
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Abstract
The study was to investigate the determinants of food choices of AAMUSTED students and its effects on their health. The study employed descriptive survey design with quantitative research approach. The population for the study was made up of all the students of AAMUSTED on the Kumasi campus. A sample of 123 students from the three domestic halls on campus were conveniently selected for the study. The study used questionnaire to collect primary data from respondents. The findings indicated it was revealed that income has a positive relationship with consumer food choice with a mean of 3.87 and a percentage of 81.3% of respondents affirming to the variable as a consumer choice of food, likewise tribe also depicted a mean of 2.43 which showed a negative relationship with consumer food choice on AAMUSTED campus with majority 55.3% of the students disagreeing to the variable. The study further indicated that with regards to factors influencing consumer food choice, all (100%) of the respondents agree to price and health as a major factor, hygiene and safety had the second majority with 90.2% of the respondents strongly agreeing to the factor, follow by ethical concern which saw majority with 88.6% of the respondents strongly agreeing to the factor. The study concluded that demographic characteristics and consumer food choice were able to predict attitudes towards and the consumption of foods in students; while several demographic characteristics determine food choice of consumers, income was an important characteristic that predominantly impacted the factors influencing consumer food choice in AAMSTUD campus. The study recommended that a consistent assessment of the food purchasing habits/eating behaviours of people working in educational settings, which is often overlooked.