Africana Periodical Literature 
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 Periodical article |
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| 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] |
