CHAPTER ONE
INTRODUCTION
1.1 Background of the Study
Analysis of the perception and the consumer decision making processes are extremely important to assist the marketer to understand consumer behavior, draft better positioning strategies and develop more effective advertising campaign base on product attributes (Aaker and Gary,2008). According to them, the perception process has long been recognized as the most significant barrier to effective communication. It is at this point that the sender does or does not get through to the receiver, since correct decoding of marketing information hinges on the consumer’s perception of the communication content. Perception refers to the senses that any organism uses to collect information about its environment (Alban and Wesley, 2009).In consumer behaviour, however, perception refers to much more than just the biological use of our sense organs. Therefore, Brunwick (2009), define consumer perception as the entire process by which an individual becomes aware of the environment and interprets it so that it will fit into his or her frame of reference for making decision on a product or service.
Consumers acts and reacts on the basis of their perceptions, not on the basis of objectives reality. With this, Dickson and Alan (2009), says it is important that marketers understand the whole notion of perception and its related concepts so that they can determine more readily what influences consumers to buy.
The problem with perception studies, according to Aaker and Gary (2008), is that two individuals may be subjected to the same stimuli under apparently the same conditions, but how they recognize, select and interpret them is a highly individual process base on each person’s needs, values, expectations, and the like. Add to this difficulties in understanding perception, is that perception is largely a study of what we subconsciously add to or subtract from raw sensory inputs to produce a private picture of the world.
In most parts of the world, eating habits have long been dependent on a mixture of local production and imported conserved foods. More recently, manufactured foods have become an important part of many people’s diet and many of the world staple foods are now traded internationally as commodities. Although goods, money, knowledge and influence flow along all
chains, the number and complexity of transactions along an individual chain, and therefore, the capacity for any actor to exert a strong influence on others varies enormously with the type of chain or network involved. Basic experiences show that food supply is not necessarily congruent with consumption. Globally, nationally and locally, food may be available but not accessible or affordable. Studies of extreme dislocation such as famines and normal conditions both illustrate how social factors shape markets and how markets do not necessarily respond to need (Rich and Andy,2007).
Food safety is an integral part of food security and is defined as protecting the food from microbial, chemical and physical hazards that may occur during all stages of food production, including growing, harvesting, processing, transporting, retailing, distribution preparing, storing and consumption, in order to prevent food borne illness. Because of insufficient food to meet demand on the African continent, the majority of people are only concerned with satisfying hunger and do not give necessary attention to food safety. While many regulatory agencies such as National Agency for Food and Drug Administration and Control (NAFDAC) and the Standard Organization of Nigeria (SON) have recorded remarkable impact in this area, some scholars think much is still left undone (Ladele and Ayoola,1997). According to Pretty (2006), concerns have increased about the environmental impacts and safety of food in the past several years. This public uneasiness had spurred multiple investigations of where and how food is produced and the corresponding impacts on our environment and climate.
According to NRI(2005), it is believed that the assembling of baseline data on the presence of micro organisms and toxin in food origin by improving the practice and reliability of on site rapid tests for microbial and toxicological hazards in food and animals is a sure way of improving the health standard of food. Another way is identification of baseline safe levels for chemicals and microorganisms in food reduction of toxin and pesticide residue and reliability of on site rapid test for microbial and toxicological hazards in food and animals. Others are the reduction of veterinary drug residue level in meat and meat products, diary products and poultry as well as adequate livestock and poultry waste management. It is further stated that unless there is a standard procedure for ensuring wholesome food, the next global problem will not only be the absence of food but will include the availability of unsafe consumable items. The increased damaging activity to which the environment continues to be exposed is a sure way of arriving at this unpleasant destination for mankind. The time to look at the evolving trends in food safety and environmental hygiene and the public health challenges arising from them is now. Sound knowledge of the challenges will position us to make the best efforts to reduce the negative impact of infectious diseases related to environmental problems.
1.2 Statement of the Problem
Despite the efforts by governments and both multilateral and bilateral agencies, weaknesses remain in national food safety control systems. There seem to be the absence of enforceable policies, regulatory mechanisms, resources and coordination in addressing the challenge. The burden of food borne diseases in the African Region is difficult to summarize, but available data for diarrhea alone due to contaminated food and water could have estimated mortality rate around 700,000 persons per year across age groups (FAO, 2010).The organization state further that in 2010, an outbreak of acute aflatoxicosis from consumption of contaminated maize in Kenya resulted in 317 cases and 125 deaths. Leads and other chemical contaminants have been detected in some foods in several countries.
The case of the death of 10 out of 650 secondary school teachers who where reportedly killed by food poisoning and several others hospitalized after taking their lunch at a workshop organized by Katsina State ministry of education at Kofur Yan’daka, Katsina State is worrisome (Compass Newspaper, 2011). The incident of the death of 7 persons (grandmother, mother, and 5 children) at Odo Oba community close to Ogbomoso, who where suspected to have died of food poisoning after a meal of fish and amala as reported by Tribune Newspaper of 15th December, 2011, is devastating. Equally worthy of note is the report of FAO (2010), in Bekwara Local Government Area of Cross River State, where 2 children died and 122 people hospitalized as a result of food poisoning due to indigestion of moi-moi and beans that were said to have contained a large dose of highly toxic pesticides. The recent case of food poisoning tragedy at Owerri, Imo State as reported by The Vanguard Newspaper of Monday 8th July, 2013, where the joy of a family turned sour as no fewer than thirty (30) of their invited guests for child dedication ended up in hospitals after consuming a suspected poisoned Igbo delicacy ( Ugba), is another threatening story. FAO (2008), puts it succinctly that “bacteria, para sites and virus are the major causative agents of food borne diseases in the African Region”. Outb reaks of cholera, which occurs due to contaminated water, are common in the region and available data show an upward trend.. There are multiple sources of contamination from the environment, and contaminants could enter the food during production, harvest, storage, retailing and preparation for consumption. It is imperative that food safety remains a concern in all situations in order to derive maximum benefits from even the little available food. Unsafe food not only results in ill-health but also has economic consequences in the area of hospital fees and international trade losses.
In Nigeria, NAFDAC has destroyed aflatoxin and many imported contaminated foods worth more than US200,000 or N30,200,000 (FAO,2010). Available data according to FAO, show, that a cholera outbreak in Tanzania in 1998, and a ban on Ugandan fish exports to EU markets resulted in a similar loss. Food safety is a shared responsibility that requires the common vision of all stakeholders. The problem is based on the perceived nature of unsafe food, with it’s attendant risks. Are consumers aware of these problems? Literature revealed that there was a limited understanding of safety of food in Nigeria despite the fact that the issue of food safety was given due attention over the years. It was also revealed that there was a certain level of resistance to change of unhealthy pattern of consumption of food because of belief or tradition. The health implication of unsafe food also constitute a problem to the consumers.
1.3 Objectives of the Study
The broad objective of this study is to determine the perception of consumers on the safety of food in Nigeria.
Specific objectives for this research are to:
- Ascertain the effect of educational background on consumers’ perceptions of food safety.
- Ascertain the effect of gender on consumers’ perceptions of safety of food.
- Determine the effect of income on consumers’ preference for foreign food based on safety reasons.
- Determine the level of consumers awareness of the environmental impact on safety of food in south – south and south- east of Nigeria.
1.4 Research Questions
The following research questions were formulated to guide this research work.
- Does educational background prevent consumers from determining the basic evaluative criteria for determining food safety?
- Does gender differ in perception of the stages of food chain that are most unsafe?
3 Does income have any effect on consumer perception of food safety?
- What are the environmental impact on safety of food in south – south and south- east of Nigeria?
1.5 Research Hypotheses
The following research hypotheses were formulated:
- Educational background has no significant effect on the perception of consumers of the safety of food in south – south and south- east of Nigeria.
- Gender has no effect on consumers’ perception of safety of food in south – south and south- east of Nigeria’s
- Income does not significantly affect the perception of consumers’ preference for foreign food based on safety reasons.
- There is no significant difference on consumers’ perception of environmental impact on safety of food in south – south and south – east of Nigeria.
1 .6 The Scope of the Study
The scope of this research was on food items produced locally and imported into the country. The study also covered educated consumers segment.
1.7 The Significance of the Study
A Thus study of this nature will bring to light the need for consumers to ascertain how safe the foods they consume are. Health they say is wealth. A healthy nation is a wealthy nation. From the introduction, it is obvious that some foods we consume are unhealthy. If consumers are not aware of the health status of the food they consume, it poses a great risk to the nation as it can lead to an outbreak of epidemics which will bring about great economic loss to the country and even death of citizens. This work would bring to light the views of consumers on the safety
aspects of food consume. It would help consumers to observe and maintain personal hygiene especially in the areas of washing and cleaning of hands, decent way of preparing and serving food, storage of food after preparation, and maintaining adequate sanitation in and around were foods are prepared and stored.
It is the responsibility of the government to protect its citizenry from the consumption of contaminated food. This work would guide the government in formulating enabling laws to guide food safety in Nigeria, most especially in monitoring public or street food providers and to guide farmers on the application of pesticides and veterinary drugs residues whose excesses could cause food borne diseases and chemical contamination of foods. The policy makers will also benefit immensely as this study outlined the areas to focus their policies on. Generally, it will awaken the general public to create more awareness and consciousness on consumers food safety.
The Limitations of the Study
The limitations of this study are associated with diverse nature, attitude and perceptions of respondents. Some of them, though few, did not consider it worthwhile offering their assistance in providing the required information. The researcher equally experienced some difficulties in engaging research assistants who helped in distributing and retrieving questionnaire from respondents at different locations. Considering the relevance of the subject matter especially in the area of human health, these parties (respondents and research assistants) developed a strong interest on the study.
1.8 Operational Definition of some Key Terms
Food: Any substance consumed to provide nutritional support for the body. It is usually of plant and animal origin. There are six basic nutrients that can be derived from food which include: carbohydrate, water, fats, protein, vitamins, and materials. Examples are: convenience food, fast food, health food, junk food, seafood, etc. Food in this study means consumable substance produced locally and imported.
Raw foods: They are foods that have not been heated above 48 degrees centigrade (117 degrees fahrenheit). They are usually uncooked foods or more specifically foods in their natural state.
Processed foods: They are foods packaged in boxes, cans, or bags. They are processed extensively to be edible and not found as is in nature. They contain additives, artificial flavourings and other chemical ingredients.
Consumer perception: It pertains to how individuals form opinions about companies and the merchandise they offer through the purchase they make. Consumer perception in this study means the believe of people about foods in Nigeria i.e whether safe or unsafe for consumption.
Educational background: This is related to any pririor school one has successfully completed. For example high school diploma, college degree, credit from online courses and vocational programme are all educational background.
Income: The amount of money or its equivalent received during a period of time in exchange for labour or service or the sale of goods or property or as a profit from financial investment.
Gender: This is the range of characteristics pertaining to and differentiating between masculinity and feminity. For example, the state of being a male or female.
Environmental impact: possible adverse effect cause by a development, industrial or infrastructural project or by the by the release of a substance in the environment.
Food safety: It is the act of protecting food from microbial, chemical and physical hazards that may occur during the stages of production including growing ,harvesting, processing, transporting, retailing, distribution preparing, storing, and consumption in order to prevent food borne illness. This term in this study, means the concern people show on pesticides residues, foreign bodies/objects, and bacteria presence in foods.
Consumers: They are ultimate buyers of goods and services who buy for their personal or households use. The efforts of many producers and marketers are focused on these potential buyers. Consumers in this study constitute those who purchase locally produced and imported foods.
