MSc in Global Brand Management

Permanent URI for this collectionhttps://dspace.griffith.ie/handle/123456789/101

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Browsing MSc in Global Brand Management by Author "Davies, Paul"

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    Consumer Behaviour and Purchasing Intentions: An Evaluation of Africans' Consumption of Chinese Dishes in Dublin
    (Griffith College, 2023) Fasola, Oluwaseyi Olamide
    This research explores factors influencing Africans' purchase of Chinese food in Dublin. There has been a high level of emigration of Africans to Ireland. This has created cultural interactions where Africans are exposed to new foods, such as Chinese dishes. Chinese dishes were becoming popular with Africans in Ireland due to their several spicy and delicious meals. The ability to make online purchases also increases how Africans purchase Chinese food. However, more study has yet to be conducted to identify why Africans purchased Chinese food. Therefore, this research investigates factors influencing the consumer behaviour of Africans towards purchasing Chinese food. The research objectives were; to critically examine personal factors triggering the purchase of Chinese dishes by Africans in Dublin. To critically identify the psychological factors responsible for the growing desire of Africans in Dublin to consume Chinese foods. To critically evaluate the cultural factors influencing recurrent purchase of Chinese dishes by Africans in Dublin. The research adopts qualitative methodology, which collects data from semi-structured interviews. Semi-structured interviews were conducted with ten Africans. Sampling was done through judgemental sampling. Analysis was further done through the thematic approach. The major findings of the research include; age influenced the purchase of Chinese food due to the need to explore, and income influenced the purchase of Chinese food due to price and affordability. Through media adverts, Africans in Dublin could know about newer deals and offers on Chinese products. Also, personal perceptions from good experiences and satisfaction with consuming Chinese food influenced Africans' purchase of Chinese food. Furthermore, African culture was silent about eating specific Chinese food; therefore was permitted; however, even if culture did not permit it, it would not prevent the purchase of Chinese food by Africans. Thus, this research recommends that Chinese restaurants consider some of these factors while marketing to Africans. This will increase the patronage of Chinese food by Africans in Dublin.