Job creation and improved consumer health through commercialisation of tiger nut yoghurt: a willingness to pay analysis
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Date
2019
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Publisher
Springer Open
Abstract
The study assessed consumers’ perception and willingness to pay for tiger nut
yoghurt developed by Sanful (Pak J Nutr 6:755-758, 2009) in Ghana. It used
cross-sectional data collected from 315 yoghurt consumers from five (5) communities
in the Kumasi metropolis. Descriptive statistics, 3-point Likert scale, perception index
and the tobit regression model were the analytical tools employed. The results showed
that while consumers considered nutritional benefits as the most important attribute,
they considered appearance as the least. The overall mean perception index was 0.67,
indicating that consumers had a positive perception for tiger nut yoghurt. Even though
the price of 500 ml of ‘normal’ yoghurt was Gh¢2.50 (US$0.57), consumers were willing
to pay Gh¢3.50 (US$0.79) for the same volume. Finally, the results revealed that,
consumers’ willingness to pay (WTP) for tiger nut yoghurt was influenced by
age, sex, educational level, household size, monthly income and price of the
product. The study concludes that Sanful’s tiger nut yoghurt has bright market
prospects in the Kumasi metropolis and similar urban settings. Entrepreneurs, the
unemployed and investors are therefore encouraged to consider a business in
tiger nut yoghurt production even though there is also the need for a profitability
analysis of tiger nut yoghurt production. In addition, there is the need to increase
awareness and education on the nutritional and health benefits of tiger nut since
education has a positive influence on consumers’ willingness to pay for the product.
Description
This article is published in Springer Open and also available at https://doi.org/10.1186/s40497-018-0139-x
Keywords
Attributes, Perception, Willingness to pay, Tiger nut yoghurt