Quality and psychosocial factors influencing purchase of orange바카라 사이트恌leshed sweet potato bread
This 2018 study was conducted in six Tusky's supermarkets in Nairobi, Kenya
Abstract
This 2018 study, conducted in six Tusky바카라 사이트檚 supermarkets in Nairobi, Kenya, combined the Just바카라 사이트怉bout바카라 사이트怰ight, Penalty and Mean바카라 사이트怑nd바카라 사이트怌hain analyses to examine the quality and psychosocial factors influencing the purchase of a novel bread made from orange바카라 사이트恌leshed sweet potato (OFSP), a biofortified crop, focusing on sixty바카라 사이트恛ne 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 bread바카라 사이트檚 sensory characteristics are misaligned with consumers바카라 사이트� expectations. It also finds that women and men바카라 사이트檚 evaluations of the bread바카라 사이트檚 characteristics are different, as are their motivations for purchase. However, good sensory attributes and the knowledge of the bread바카라 사이트檚 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.
Citation
Okello, J.J., Shiundu, F.M., Mwende, J. Lagerkvist, C.J., Nyikal, R.A., Muoki, P., Mburu, J., Low, J.W., Hareau, G., Heck, S. (2020). Quality and psychosocial factors influencing purchase of orange바카라 사이트恌leshed sweet potato bread. International Journal of Food Science and Technology. ISSN 1365-2621. First published 28Sep2020