Quality and psychosocial factors influencing purchase of orange鈥恌leshed sweet potato bread
This 2018 study was conducted in six Tusky's supermarkets in Nairobi, Kenya
Abstract
This 2018 study, conducted in six Tusky鈥檚 supermarkets in Nairobi, Kenya, combined the Just鈥怉bout鈥怰ight, Penalty and Mean鈥怑nd鈥怌hain analyses to examine the quality and psychosocial factors influencing the purchase of a novel bread made from orange鈥恌leshed sweet potato (OFSP), a biofortified crop, focusing on sixty鈥恛ne male and eighty female urban OFSP bread buyers recruited at point of purchase. It finds that sensory and psychosocial factors drive purchasing decisions and that some of the bread鈥檚 sensory characteristics are misaligned with consumers鈥� expectations. It also finds that women and men鈥檚 evaluations of the bread鈥檚 characteristics are different, as are their motivations for purchase. However, good sensory attributes and the knowledge of the bread鈥檚 nutritional value were key drivers. Some misaligned characteristics reveal levers for the reformulation of the bread and present opportunities for segmenting the market. Several other implications of the findings for policy and future improvement of the bread are discussed.
Citation
Okello, J.J., Shiundu, F.M., Mwende, J. Lagerkvist, C.J., Nyikal, R.A., Muoki, P., Mburu, J., Low, J.W., Hareau, G., Heck, S. (2020). Quality and psychosocial factors influencing purchase of orange鈥恌leshed sweet potato bread. International Journal of Food Science and Technology. ISSN 1365-2621. First published 28Sep2020