Goal:

To explore whether there is sufficient demand and interest in African (Nigerian) cuisine in Kamloops, BC, and to understand the factors that influence local consumer behavior toward ethnic food.

Main objective

1. Assess public awareness and interest in African/Nigerian food.
2. Measure willingness to try and pay for African meals.
3. Identify preferred meal formats (dine-in, takeout, delivery).
4. Understand consumer concerns or barriers.
5. Provide recommendations for launching a Nigerian restaurant in Kamloops.

Expected Project Outcomes

1. Market Insight: Clear understanding of how well-known and accepted African (especially Nigerian) cuisine is in Kamloops.
2. Customer Preferences: Data on what potential customers want—flavors, price points, ordering formats (dine-in, delivery, catering), and frequency of purchase.
3. Target Segments Identified: Insight into which groups (students, professionals, locals, African diaspora) show the most interest and how to reach them.
4. Challenges & Opportunities: Identification of barriers (e.g., spice level, unfamiliarity, cost) and opportunities (e.g., cultural events, student bundles, unique dishes).
5. Actionable Recommendations: Strategic suggestions for marketing, pricing, and menu design based on real customer feedback.

Expected Deliverables

1. Survey Tool or Interview Guide (Optional but helpful to share with others in future research)
2. Market Research Report (8–12 pages):

• Executive summary
• Methodology
• Key findings (with charts/tables)
• Analysis
• Strategic recommendations

3. Presentation Slide Deck (5–10 slides): Summary of findings for easy sharing with investors, mentors, or co-op supervisors.