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Quality and psychosocial factors influencing purchase of orange‐fleshed sweet potato bread

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Title Quality and psychosocial factors influencing purchase of orange‐fleshed sweet potato bread
 
Creator Okello, J.J.
Shiundu, F.M.
Mwende, J.
Lagerkvist, C.J.
Nyikal, R.A.
Muoki, P.
Mburu, J.
Low, Jan W.
Hareau, Guy
Heck, S.
 
Subject sweet potatoes
biofortification
consumer behaviour
 
Description This 2018 study, conducted in six Tusky's supermarkets in Nairobi, Kenya, combined the Just‐About‐Right, Penalty and Mean‐End‐Chain analyses to examine the quality and psychosocial factors influencing the purchase of a novel bread made from orange‐fleshed sweet potato (OFSP), a biofortified crop, focusing on sixty‐one 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's sensory characteristics are misaligned with consumers' expectations. It also finds that women and men’s evaluations of the bread's characteristics are different, as are their motivations for purchase. However, good sensory attributes and the knowledge of the bread's 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.
 
Date 2021-03
2020-11-18T03:04:32Z
2020-11-18T03:04:32Z
 
Type Journal Article
 
Identifier 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‐fleshed sweet potato bread. International Journal of Food Science and Technology. ISSN 1365-2621. First published 28Sep2020
1365-2621
https://hdl.handle.net/10568/110215
https://doi.org/10.1111/ijfs.14822
 
Language en
 
Rights CC-BY-4.0
Open Access
 
Publisher Wiley
 
Source International Journal of Food Science and Technology