African food culture in Finland : an empirical study from the marketing mix perspective

Abstract

This study explores the African food culture in Finland through the 4Ps marketing mix Product, Price, Place (Distribution), and Promotion to identify both strengths and challenges in this niche market. The research highlights that while product quality and cultural significance remain strong, factors such as price sensitivity, distribution limitations, and underutilized promotion strategies hinder broader market growth.

The authenticity of African food is a major strength, with taste being the primary driver of purchase. However, concerns about health perception present an opportunity for businesses to emphasize the nutritional benefits of traditional ingredients. Price sensitivity emerges as a challenge, as many consumers perceive African food as expensive. Despite this, steady spending patterns indicate a strong cultural attachment, suggesting that value-based pricing strategies could enhance affordability without compromising quality.

Accessibility issues remain a barrier, with 51% of respondents facing difficulties in obtaining African food due to distribution gaps across Finnish cities. Expanding African food stores, forming partnerships with mainstream retailers, and improving online shopping and delivery services could significantly enhance availability.

The study also reveals a heavy reliance on word-of-mouth promotion, with 68% of consumers discovering African food stores through personal networks. However, digital marketing remains underutilized, presenting an opportunity for businesses to leverage social media, influencer collaborations, cultural storytelling, and search engine marketing to expand their reach.

To ensure growth and sustainability, the African food market in Finland should focus on; Improving distribution networks to enhance accessibility, leveraging digital marketing to increase visibility, highlighting health benefits to reshape consumer perceptions and Implementing pricing strategies that balance affordability with product quality.

By addressing these challenges, African food businesses can expand their consumer base, strengthen their market presence, and continue to preserve cultural heritage in Finland.