Assessment of Consumers’ Purchasing Behaviour and Preferences for Value-added Sweet Potato Products: a Case of Homabay and Nairobi Counties, Kenya

Abstract

Orange-fleshed sweet potato (OFSP) is bio-fortified with vitamin A and is therefore highly promoted for its contribution to the fight against vitamin A deficiency (VAD). It is predominantly consumed in rural areas where the roots are boiled, roasted, steamed, or eaten raw. Various research and development projects have focused on creating nutritional awareness to promote the consumption of OFSP. One of the ways to promote broader consumption of OFSP is to process it into less perishable products with wider geographical coverage. However, there is a dearth of empirical insights on the level of preferences for such value-added products; this constrains sustainable investments in such initiatives. This creates the need to investigate OFSP products and product attributes that are preferred by consumers. Therefore, this study examined consumer preference for value-added OFSP products in HomaBay and Nairobi counties, Kenya, with a focus on OFSP juice and OFSP puree chapati. The study was guided by the random utility theory and the theory of consumer choice. The choice experiment (CE) design was used in eliciting WTP for OFSP juice and Contingent valuation in eliciting willingness to pay (WTP) for OFSP puree chapati. Data was collected using semi-structured questionnaires from a random sample of 411 sweet potato consumers; 198 and 213 in HomaBay and Nairobi counties, respectively. Data was analysed using a Random Parameter Logit model for the choice experiment data on OFSP juice and a double bounded logit to assess the consumers’ WTP for sweet potato puree chapati. The results for WTP for OFSP juice showed that consumers in rural and urban regions preferred OFSP juice with OFSP only, juice with additives, and joint inspection and certification. Further, Urban consumers were willing to pay more for OFSP juice than their rural counterparts. The mean WTP value was Kshs. 19 and 35 for HomaBay and Nairobi counties, respectively. Further, presence of children under five years in a household, consumer awareness on benefits of OFSP, awareness of other existing OFSP products, level of education and income had significant influence on consumer WTP for OFSP puree chapati in both areas. In order to increase rural consumers' WTP for OFSP juice and chapati, the study recommended the need to establish more OFSP products demonstration centres to create awareness, and a partnership between private and public sector in juice inspection and certification.