Quality and psychosocial factors influencing purchase of orange-fleshed sweetpotato bread.

Julius Juma Okello,Penina Muoki,Simon Heck,Janet Mwende,Rose Adhiambo Nyikal,Felix Mwala Shiundu,Guy Hareau,Carl Johan Lagerkvist,Jan Low,John Mburu

doi:10.1111/ijfs.14822

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.

Highlights

Biofortified foods are being promoted in many African and Asian countries as a low cost, effective option for tackling micronutrient deficiency among rural households (Low & Thiele, 2020)
La Molina 1895, La Molina, Lima 12, Peru (Received 17 July 2020; Accepted in revised form 17 September 2020). This 2018 study, conducted in six Tusky’s supermarkets in Nairobi, Kenya, combined the Just-AboutRight, 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 orange-fleshed sweet potato1 (OFSP) bread buyers recruited at point of purchase
This study used the JAR, Penalty Analysis (PA) and means-end chain (MEC) analyses to examine the quality and psychosocial factors influencing the purchase of bread made from OFSP, a biofortified product

Summary

Summary Keywords

This 2018 study, conducted in six Tusky’s supermarkets in Nairobi, Kenya, combined the Just-AboutRight, 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. Orange-fleshed sweet potato bread, psychosocial drivers, quality attributes, urban consumers

Introduction

Materials and methods

Results and discussion

Conclusions and implications

Conflict of interest

Ethical approval