Profiling the demographic and psychographic characteristics of traditional cuisine diners in Botswana

Abstract

This paper seeks to understand the profiles of traditional Setswana cuisine diners in Botswana. Traditional cuisine and other facets of culture have been identified as an avenue for tourism product diversification in the country. An understanding of the consumers' demographic and psychographic characteristics can have multiple uses for restaurateurs and marketers. Firstly, their profiles can be used to define and reinforce a restaurant concept. Secondly, such information is necessary for pricing and determination of service approaches. Lastly, profiles are important for continuous marketing and promotion efforts, aimed at satisfying an appropriate customer base. To study the profiles, this paper used the activities-interests-opinions framework and a purposive sample of 249 customers from 47 restaurant facilities in Gaborone. The results of this paper were examined using descriptive statistics, thematic content analysis and exploratory factor analysis. In general, Setswana cuisine diners are mainly male and young. They seek fun and relaxation when they travel and they are willing and interested in tasting any or new cuisine types.