TASTE FORMATION AND CONSUMER PREFERENCE OF BISTROS IN PORT HARCOURT

Abstract

The study empirically investigated the relationship between taste formation and consumer preference of bistros in Port Harcourt. The objective was to determine how local flavour, as a key dimension of taste formation, relates to consumer loyalty among patrons of bistros in Port Harcourt. The research adopted a correlational design in order to examine the strength and direction of the relationship between the study variables without manipulating them. The target population comprised customers who patronize bistros in Port Harcourt. Owing to the large and constantly changing customer base of these establishments, the population was considered infinite. Using the Krejcie and Morgan sample size determination table, a sample size of 384 respondents was selected. However, 328 properly completed questionnaires were retrieved and used for the final analysis. Data were collected through a structured questionnaire designed on a five-point Likert rating scale ranging from “Strongly Disagree” to “Strongly Agree.” The instrument measured local flavour as an indicator of taste formation and consumer loyalty as a dimension of consumer preference. The data obtained were analyzed using the Pearson Product Moment Correlation (PPMC) to test the null hypothesis at a 0.05 level of significance. The findings revealed a strong, positive, and statistically significant relationship between local flavour and customer loyalty of bistros in Port Harcourt. This indicates that the integration of local flavours into menu offerings enhances customer attachment and repeat patronage. Based on the findings, it was concluded that taste formation, particularly through the integration of local flavors, plays a significant role in shaping consumer preferences and fostering loyalty among patrons of bistros in Port Harcourt. Therefore, the study recommended that bistros in Port Harcourt should prioritize the incorporation of locally inspired flavors into their menu offerings and ensure consistency in taste quality.