Consumers’ perception of attributes and related benefits of soy and its consumption in Ghana

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Soybean is an important food and oil crop in Ghana, but little is known about the consumer perception of related benefits of soy products. A total of 370 respondents were interviewed with equal samples of 70 taken from Bimbilla, Yendi, Techiman, and Madina; while 45 each were selected from Ejura and Tilli respectively. In this study, four binary logit models were developed to assess the effects of socio demographic factors, perceived soy attributes and perceived soy health benefits on consumers’ decision to participate and consumer soy products. Results from the four models show that among socio demographic factors, ethnicity, age, and income have a direct positive effect that significantly influence soy consumption while education significantly influences soy consumption in a positive way while price has a significantly negative influence, on soy consumption as expected. However, perceived convenience showed a negative significance, contrary to prior expectation. Furthermore, among the general health related variables, nutritional awareness and health motivation indicated positive influences on soy consumption and perceived soy health benefit respectively, while surprisingly health knowledge did not show any significance in determining consumption. This study therefore demonstrates that the soy food market can be segmented, based among others, on age, education, income, the individual’s health motivation and nutritional awareness as well as certain attributes such as perceived taste and health benefits.
A thesis submitted to the Department of Agricultural Economics, Agribusiness and Extension, Kwame Nkrumah University of Science and Technology in partial fulfilment of the requirements for the degree of Master of Philosophy in Agricultural Economics, 2014