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Fast Food in Ibadan: An Emerging Consumption Pattern

Published online by Cambridge University Press:  19 May 2011

A. O. Olutayo  and
O. Akanle
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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 core of the article. Through qualitative research methodology consisting of in-depth interviews (IDIs), participant observation and informal interviews, the article examines the emergence and ascendancy of fast foods in Ibadan, Nigeria. Our finding is that the middle class, the 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. Unfortunately, the health implications of these foods have not been properly grasped by these consumers, and neither have the market operators attempted to sensitize them. The article concludes that even when modernization influences are to be incorporated in the globalizing world, their initiatives must be well contextualized, comprehended and their contours managed for objective development to be achieved and sustained.

Sous son apparence de modernisation, le développement désigne désormais l'inculcation de valeurs étrangères débouchant sur la transformation fondamentale de nations en voie de modernisation. Paradoxalement, les conséquences des influences modernisantes ont reçu peu d'attention. C'est de cela que traite cet article. Au moyen d'une méthodologie de recherche qualitative basée sur des entretiens approfondis, des observations participantes et des entretiens informels, l'article examine l’émergence et l'essor de la restauration rapide à Ibadan (Nigeria). Il constate que les classes moyennes, les jeunes et les enfants, en tant que véhicules de cultures importées (au sein desquelles ils ont été socialisés), sont les principaux clients dont les valeurs sont projetées au moyen de stratégies marketing par les enseignes de restauration rapide. Malheureusement, ces clients n'ont pas bien saisi les implications de ce type d'alimentation en matière de santé et les acteurs du marché n'ont fait aucun effort pour les y sensibiliser. L'article conclut qu'il convient, même lorsque les influences modernisantes sont à intégrer dans un monde globalisant, de bien contextualiser et saisir leurs initiatives et de gérer les contours de ces initiatives pour arriver à un développement objectif durable.

Type
Research Articles
Information
Africa , Volume 79 , Issue 2 , May 2009 , pp. 207 - 227
Copyright
Copyright © International African Institute 2009

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