The Influence of food aesthetics on consumer perception and intention to purchase food in Nairobi

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dc.contributor.authorAwendo, N. T.
dc.date.accessioned2026-01-20T09:45:32Z
dc.date.available2026-01-20T09:45:32Z
dc.date.issued2022
dc.descriptionFull - text undergraduate research project
dc.description.abstractThe saying, "The eyes eat before the mouth" indicated that there is a strong correlation between food presentation and its visual appeal, as the consumer initially tastes food with their eyes. Human beings have exhibited an affinity for aesthetically pleasing meals, and some are even prepared to pay a premium for them, as they believe a well-plated meal to be an excellent tasting meal. As such, the goal of this study was to deepen the understanding of the influence of food aesthetics on consumer perception and intent to purchase food in Nairobi, Kenya. The study examined the techniques used in food styling, the relationship between food aesthetics and consumer perception, the factors that influence consumer perception, the types of media used to share food content on social media, the factors that influence consumer purchase intention, and the factors that influence consumer purchase decisions. The AISDALSLove model and the theory of planned behavior served as the theories for this investigation. The analysis was conducted on 170 food enthusiasts in Kenya who have social media accounts. The selection method was the non-probability sampling, with respondents picked based on their interest in food, restaurant visits, and social media activity. Both the descriptive and quantitative research approaches were used, and data was gathered via questionnaires distributed to individual respondents. The findings showed that the respondents all indicated that they value food aesthetics and that it influences their restaurant choices. Social media has helped by allowing foodies to capture their food aesthetic, taste, and ambiance experiences. With the ability to post feedback, social media has forced eateries to offer exactly what they promote online and offline.
dc.identifier.citationAwendo, N. T. (2022). The Influence of food aesthetics on consumer perception and intention to purchase food in Nairobi [Strathmore University]. http://hdl.handle.net/11071/16027
dc.identifier.urihttp://hdl.handle.net/11071/16027
dc.language.isoen
dc.publisherStrathmore University
dc.titleThe Influence of food aesthetics on consumer perception and intention to purchase food in Nairobi
dc.typeThesis
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