Assessment of Factors Influencing Consumption of Orange-fleshed Sweet Potato Bread in Nairobi County, Kenya

Abstract

Sweet potato is one of the widely consumed root tubers in Kenya. There are several varieties among them the Orange-Fleshed Sweet Potato (OFSP) which contains beta-carotene, a precursor of vitamin A. Vitamin A Deficiency (VAD) is prevalent in Kenya and the most affected are women (pregnant and lactating) as well as young children. Consumption of foods rich with vitamin A such as OFSP roots or derived products such as bread is thus, a suitable remedy for VAD. Efforts by Kenyan government and other partners led by International Potato Center (CIP) to promote consumption of bio-fortified foods led to introduction of OFSP bread in 2015, but to date the pattern of consumption and subsequently factors that influence the same have not been determined. More specifically, it is not clear whether or not nutrition knowledge and psychosocial factors which are inner motivations in a consumer’s mind affect choice and intensity of purchase of OFSP bread. The objectives of this study were thus, to analyze the effects of nutrition knowledge on the decision and intensity of purchase OFSP bread and analyze psychosocial factors that influence choice of OFSP bread. This study was anchored on first, the Random utility theory which posits that a choice decision is made by an individual from a set of alternatives and whichever choice made is assumed to maximize consumer’s utility. This study focused on consumer choice of food, a decision affected by a set of factors including nutrition knowledge. Second is the Means-End-Chain theory which posits that observable product attributes are linked to consequences, which are driven by personal values. These are mental abstracts which affect choice. This study was conducted in six selected Tuskys supermarket branches in Nairobi County and which included Karasha, Chapchap, Pioneer, Hakati, T-Mall and Buruburu. Nairobi County was ideal for the study, as many residents depend of retail stores or supermarkets to buy food products rather than fresh wet........................................................................................