IIARD International Institute of Academic Research and Development

IIARD International Journal of Economics and Business Management (IJEBM )

E-ISSN 2489-0065
P-ISSN 2695-186X
VOL. 7 NO. 2 2021

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Conjoint Analysis of Students’ Choice of Food Vendor and Menu in the University Community of Akungba Akoko, Nigeria

Edamisan Stephen Ikuemonisan

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Abstract

Despite the importance of outdoor food vending as an important agribusiness enterprise that is playing a key role in distributing ready to eat food to consumers, there are still gaps that need to be addressed to ensure the interests of producer and consumers are sustainably catered for. Therefore, this study empirically examined students’ choice of joint food vendor and menu in the university community of Akungba Akoko. The study evaluated students’ socio-economic characteristics and their perceptions on how the hygienic environment and cleanliness of food products as well as vendors’ customer care and relationship at the point of sales affect their choice of vendor. Conjoint analysis was deployed to determine students’ preference for combined vendor and menu, and what they could afford to pay for their choice of combination. 120 students of Adekunle Ajasin University, Akungba Akoko across departments and levels were selected using stratified random sampling. The study classified the food vendors into three categories – formal, informal and semi-formal, and found that more than 80% of the students interviewed spent more than 50% of their monthly stipends on ready to eat food bought from the vendors. The study also found that students’ monthly stipend (N14805.72 [$38.76]) was less than their average total monthly academic related expenditure (N38204.22 [$100.01]). The most preferred menus by students include rice with stew and swallow with egusi at the rate of $0.79 - $1.31 per plate in formal and semi-formal food vendors respectively but their capacity to afford only $0.68 per meal is a limiting factor. The study recommends an effective policy strategy to increase students’ stipends with a view to increasing their access to and demand for food.

Conjoint Analysis, ready to eat food, Food vendor, Menu, and Students

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