| Fast food industry is becoming prominent in Accra but not much is known of its characteristics and consumers. As fast food consumption is increasing in Accra, we want to determine and analyze the factors responsible for this trend. Literature suggests that socio-cultural aspects such as meanings, convenience and responsibility are of decisive importance. However, these are themselves dynamic in time and space therefore, in this study, we will analyze the socio-cultural dimensions of fast food consumption in the context of Accra, the capital of Ghana. Understanding the socio-cultural dimensions of fast food consumption can lead to the development of products, services and interventions that are desirable to consumers and society as a whole. The objectives of this study are to determine the characteristics of fast foods, fast food restaurants, and fast food consumers in Accra and to assess the notions and considerations that influence consumers participation in the fast food industry. We will also examine the roles of fast food providers and institutions in ensuring the provisioning and accessibility of desirable fast foods and fast food restaurant services and how they exercise their responsibilities to minimize the costs and consequences. To achieve these objectives we propose to use mixed methods (quantitative and qualitative), and a combination of three approaches, that is, the concept of cuisine, material culture approach and Belasco s culinary triangle of contradictions to analyze how the interplay of factors such as social status, identity, convenience and responsibility influence consumers participation in the fast food industry. |
