EFFECT OF DIETARY PATTERN ON MENU CHOICE AMONG CUSTOMERS. EVIDENCE FROM STAR-RATED HOTELS IN NAKURU COUNTY, KENYA
Abstract
The main purpose of this study was to assess the influence of dietary patterns on menu choice among customers in star-rated hotels in Nakuru County, Kenya, guided by the Theory of Planned Behaviour. An explanatory research design was adopted, targeting a population of 785 customers, from which a sample size of 265 respondents was determined using the Yamane formula. Star-rated hotels were purposively selected and clustered, with Neyman’s allocation used to proportionately distribute the sample. Primary data was collected using a structured questionnaire measured on a five-point Likert scale, and instrument reliability was confirmed using Cronbach’s alpha coefficients above 0.7. Regression results revealed that dietary patterns significantly influenced customer menu choice, with dietary patterns explaining 36.1% of the variation in menu choice and demonstrating a strong positive effect (β = 0.602, p < 0.05), while the overall model was statistically significant. The findings further showed that customers commonly consumed three meals a day, snacked between meals, preferred dietary variety, and were influenced by social dining environments, which shaped both food selection and quantity consumed. The study concluded that dietary patterns reflected in menu choice are largely motivated by lifestyle factors, including biological nutritional needs and social values attached to food consumption. Consequently, the study recommends that star-rated hotels should provide diverse and nutritionally balanced menu options that align with customers’ healthy eating concerns in order to promote positive dietary behaviors and informed menu choices.
Keywords: Dietary Patterns, Menu Choice, Star-Rated Hotels
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