CULTURAL DIVERSITIES AND CONSUMER PREFERENCE OF BISTROS IN PORT HARCOURT

Abstract

This study empirically investigated the relationship between cultural diversities and consumer preference of Bistros in Port Harcourt. Specifically, the objective of the study was to examine how food symbolism relate with consumer repeat visit of bistros in Port Harcourt. The correlational research design was adopted. The population for this study comprised of consumers of the bistros in Port Harcourt. Given the large and dynamic nature of the customer base in these establishments, the population is considered infinite. Three hundred and eighty-four (384) consumers were chosen as the sample size for the study through Krejcie & Morgan table for sample size determination. However, only 328 consumers provided data for the study through questionnaire that was designed in the Likert 5-point scale format of strongly agree to strongly disagree. Pearson Product Moment Correlation (PPMC) was used to test the null hypothesis. From the result of the analysis, it was discovered that food symbolism which was the metric used for cultural diversities positively and significantly relate with consumer repeat visit of bistros in Port Harcourt. Based on the findings, it was concluded that cultural diversities significantly shape consumer preferences of bistros in Port Harcourt. Therefore, the study recommended that bistros in Port Harcourt should strategically integrate cultural symbolism into their culinary offering.