A Gender analysis of convenient food products preference of generation X and Y in urban centres of Uganda

Abstract

This study conducted a gender analysis of convenient food products preference by Generation X and Y. Generation X are people born between 1965 to 1980 while Y 1981 to 1995. The study was guided by three Theories; Buyer Behaviour, Rational Choice and the Social Relations Framework. Convenient food consumption is on the increase where a number are rich in iron and zinc. These nutrients are important in fighting anaemia in pregnant mothers and children below five year of age. Despite their gender strategic importance, there was a knowledge gap, on the gendered differences in preferences. Thus, required enhanced understanding through, establishment, of the convenient foods, preference by Gen X and Y, factors that influence their preference and extent to which the established factors are gendered. The study was carried out in Kampala, Mukono, Wakiso and Buikwe. Seven research questions guided the study; what convenient food have you ever consumed? What are the reasons for the preference? To what extent are the reasons gendered? To what extent personal values influence preference? What are the gender roles and responsibilities in food acquisition? Why think the roles and responsibilities are gendered? The study used a field survey research design where sex and gender disaggregated data was collected using face to face interviews. Data was collected from 493 respondents. Systematic random sampling was used in respondent’s identification. The study concluded that; preference was driven by the deep-rooted gender and social norms. There were also, observed deviations from these social norms from Generation X to Y. Generation Y exhibited seeking new experiences (new norms) and agency. Further, preference was influenced by; readiness to eat, taste, sex, marital status, schooling, Generation, being relatively fat, perform household chores, resources, curiosity, creativity, social status, social norms, distance to and type of market and choosing own goals (agency). However, preference for food prepared at home had a negative influence. Study recommended; policy to address barriers that undermine access, processors to consider gender differentiated expectations, marketers should target females in a household, quality standards body should ensure compliance. All in all, regardless of Generation, globalisation of convenient food products is a hypermodern response to the daily routines of females.