Quality and psychosocial factors influencing purchase of orange‐fleshed sweetpotato bread

Summary 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 bioforti...

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Bibliographic Details
Published in:International journal of food science & technology 2021-03, Vol.56 (3), p.1432-1446
Main Authors: Okello, Julius Juma, Shiundu, Felix Mwala, Mwende, Janet, Lagerkvist, Carl Johan, Nyikal, Rose Adhiambo, Muoki, Penina, Mburu, John, Low, Jan, Hareau, Guy, Heck, Simon
Format: Article
Language:English
Subjects:
Bread
Consumer acceptance
Men
Nutritive value
orange‐fleshed sweet potato bread
Original
Potatoes
psychosocial drivers
quality attributes
Sensory properties
Sweet potatoes
Sweetpotato
urban consumers
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Summary:Summary 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.
ISSN:0950-5423
1365-2621
DOI:10.1111/ijfs.14822