INFLUENCE OF SOCIO-ECONOMIC FACTORS ON FOOD DEMAND IN SUPERMARKET DELIS IN KISUMU TOWN, KISUMU COUNTY, KENYA

OGEU, SUSAN AKOTH

dc.contributor.author	OGEU, SUSAN AKOTH
dc.date.accessioned	2023-10-26T12:59:30Z
dc.date.available	2023-10-26T12:59:30Z
dc.date.issued	2022
dc.identifier.uri	https://ir.gretsauniversity.ac.ke/xmlui/handle/20.500.12736/3789
dc.description.abstract	Supermarket delis are growing on daily basis especially in urban areas which have not fully satisfied the scaling demand of freshly prepared food to customers ever lining up at the morning, lunch and in the evening. The study sought to assess social-economic factors that influence demand of food from Naivas supermarket delis within Kisumu town. The study assessed the economic factors, social factors and how customer preference influence demand of food from supermarket delis. Theory of demand and supply guided the study. Descriptive survey design was employed. The study targeted customers, staffs and management of Naivas supermarket in the food deli section. A sample size of one hundred and fifty respondents was used. A purposive sampling technique was used to select participants. A pretesting of the questionnaire was done to enhance reliability and validity of the research instrument. Data collected was analyzed quantitatively. Primary data was presented in frequency tables. Majority of the respondents were unmarried people. The study noted that the respondents frequently visited the supermarket delis. Majority of the respondents stated that the fast food price was reasonable and relatively cheaper. The findings revealed that majority of the respondents were office workers and business persons. Job demand, getting home tired, not conversant with cooking and saving time were some of the reasons respondents made them to buy fast food in the supermarket delis. The study also noted that the food in the supermarket deli was appealing, attractive aroma, variety of food displayed and located in a strategic place where every potential customer would see. The study revealed that customer could be able to see how food was being handled and this built the trust and confidence of the customers. The study recommends for a place to be designated where customers can also sit and eat food, supermarket food delis to sensitive and promote a healthy balance diet to minimize feeding associated diseases, create an online application for customer requests and home delivery and finally consider older generation by cooking traditional food. Key words: Supermarket delis, food demand, customer preferences, socio-economic factors	en_US
dc.publisher	Gretsa University	en_US
dc.subject	Research Project	en_US
dc.title	INFLUENCE OF SOCIO-ECONOMIC FACTORS ON FOOD DEMAND IN SUPERMARKET DELIS IN KISUMU TOWN, KISUMU COUNTY, KENYA	en_US