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

Okello, Julius Juma and Shiundu, Felix Mwala and Mwende, Janet and Lagerkvist, Carl-Johan and Nyikal, Rose Adhiambo and Muoki, Penina and Mburu, John and Low, Jan and Hareau, Guy and Heck, Simon (2021). Quality and psychosocial factors influencing purchase of orange-fleshed sweet potato bread. International Journal of Food Science and Technology. 56 , 1432-1446
[Research article]

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Abstract

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.

Authors/Creators:Okello, Julius Juma and Shiundu, Felix Mwala and Mwende, Janet and Lagerkvist, Carl-Johan and Nyikal, Rose Adhiambo and Muoki, Penina and Mburu, John and Low, Jan and Hareau, Guy and Heck, Simon
Title:Quality and psychosocial factors influencing purchase of orange-fleshed sweet potato bread
Series Name/Journal:International Journal of Food Science and Technology
Year of publishing :2021
Volume:56
Page range:1432-1446
Number of Pages:15
Publisher:WILEY
ISSN:0950-5423
Language:English
Publication Type:Research article
Article category:Scientific peer reviewed
Version:Published version
Copyright:Creative Commons: Attribution 4.0
Full Text Status:Public
Subjects:(A) Swedish standard research categories 2011 > 5 Social Sciences > 502 Economics and Business > Economics
Keywords:Consumer acceptance, orange‐fleshed sweet potato bread, psychosocial drivers, quality attributes, urban consumers
URN:NBN:urn:nbn:se:slu:epsilon-p-109038
Permanent URL:
http://urn.kb.se/resolve?urn=urn:nbn:se:slu:epsilon-p-109038
Additional ID:
Type of IDID
DOI10.1111/ijfs.14822
Web of Science (WoS)000585850800001
ID Code:22733
Faculty:NJ - Fakulteten för naturresurser och jordbruksvetenskap
Department:(NL, NJ) > Dept. of Economics
Deposited By: SLUpub Connector
Deposited On:10 Mar 2021 14:43
Metadata Last Modified:10 Mar 2021 14:51

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