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Periodical article Periodical article Leiden University catalogue Leiden University catalogue WorldCat catalogue WorldCat
Title:Fast food in Ibadan: an emerging consumption pattern
Authors:Olutayo, A.O.
Akanle, O.
Year:2009
Periodical:Africa: Journal of the International African Institute
Volume:79
Issue:2
Pages:207-227
Language:English
Geographic term:Nigeria
Subjects:food consumption
modernization
urban population
External links:https://doi.org/10.3366/E0001972009000692
http://muse.jhu.edu/journals/africa_the_journal_of_the_international_african_institute/v079/79.2.olutayo.pdf
Abstract:In its modernization garb, development has come to mean the inculcation of foreign values resulting in the fundamental transformation of modernizing nations. Ironically, little attention is being drawn to the consequences of modernizing influences. This is the topic of the present article, which focuses on new trends in food consumption in Ibadan, Nigeria. Through qualitative research methodology consisting of in-depth interviews, participant observation and informal interviews, the article examines the emergence and ascendancy of 'foreign' fast foods in Ibadan. The findings suggest that the middle class, and youth and children, as conveyors of imported cultures (into which they have been socialized), are the major customers whose values are projected through marketing strategies by the fast food outfits. 'Modern' fast food is seen as trendy, elegant and sophisticated in Ibadan. Unfortunately, the health implications of these foods are not properly grasped by the consumers, and neither have the market operators attempted to sensitize them. Bibliogr., sum. in English and French. [Journal abstract]
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