Consumer acceptance of a new fast food: the case of Akara

Cowpeas are a nutritious legume, but their consumption in the U.S. is limited. Akara is a popular West African food made form cowpea and has potential for extending the use of dry cowpeas in the U.S. markets. The study used survey data of 267 teenagers to assess Akara's acceptability by America...

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Bibliographic Details
Published in:Journal of food products marketing 1996-06, Vol.3 (1), p.25-35
Main Authors: Misra, S.K. (Texas Tech University.), Fletcher, S.M, McWatters, K.H
Format: Article
Language:English
Subjects:
CALIDAD
CAUPI
COMIDA RAPIDA
COMPORTAMIENTO DEL CONSUMIDOR
COMPORTEMENT DU CONSOMMATEUR
CONSUMER BEHAVIOUR
CONSUMER PREFERENCES
CONSUMER SURVEYS
COWPEAS
DRIED VEGETABLES
DRY BEANS
ENCUESTAS AL CONSUMIDOR
ENQUETE AUPRES DES CONSOMMATEURS
FAST FOOD
FEEDING PREFERENCES
FOOD ACCEPTABILITY
GEORGIA (EUA)
GEORGIA (USA)
GEORGIE (EU)
HORTALIZAS SECAS
LEGUME DESHYDRATE
METHODE STATISTIQUE
METODOS ESTADISTICOS
NIEBE
PHASEOLUS VULGARIS
PREFERENCE ALIMENTAIRE
PREFERENCIAS ALIMENTARIAS
PROBIT ANALYSIS
QUALITE
QUALITY
RESTAURATION RAPIDE
STATISTICAL METHODS
willingness-to-consume
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Description
Summary:Cowpeas are a nutritious legume, but their consumption in the U.S. is limited. Akara is a popular West African food made form cowpea and has potential for extending the use of dry cowpeas in the U.S. markets. The study used survey data of 267 teenagers to assess Akara's acceptability by American teenagers as a fast food alternative. An ordered probit model was estimated to identify the impacts of various exogenous variables on the probability of consumers' willingness to consume. The results indicate that the potential for Akara as a fast food is reasonably good, especially for a niche market.
ISSN:1045-4446
1540-4102
DOI:10.1300/J038v03n01_03