Consumer Stratification in Response to Cocoa Products Preference

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JUNE, 2018
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Food stratification is a scientific approach of classifying consumers in accordance with unique characteristics that binds the individual groups together. Consumers are best served when they are grouped according to the social status and sensory preferences. The study seeks to establish the impact of demography and sensory evaluation in stratifying consumption pattern of cocoa products. Questionnaires and sensory assessment were used in collecting data from respondents. Trained and untrained panalists were used in measuring variations in consumer sensory attributes. Responses were inputted into SPSS statistical software for both descriptive and Chi-square cross-tabulation analysis. The results indicate that nearly 53.60% of the respondents consume cocoa products. It was establish that 40.40% of the respondents prefer GH¢5 bar chocolate. The results show that larger families (8-11) do not regularly consume cocoa products apparently due to the household income. The study confirmed about that 53.30% of the respondents patronise cocoa products during Christmas whilst 51.30% during National chocolate days. Moreover, respondents expressed much interest in products 245, 283 and 516 due to its sensory characteristics. The results from Chi-square and cross –tabulation shows significant (p= 0.05) association between consumption pattern of cocoa products, sensory attributes and demographic characteristics of respondents. It was establish that about 84.70% of the study population have no knowledge about the health benefits of consuming cocoa products especially dark chocolate and raw cocoa powder with its high antioxidant content. The results from both trained and untrained panalists did not vary much and therefore manufacturers of cocoa products could improve product quality by considering consumers sensory and demographic attributes as established by the survey report.
A thesis submitted to the Department of Food Science and Technology, College of Science, in partial fulfilment of the requirements for the degree of Master of Science in Food Quality Management,