Consumers' Food Value Attributes on Ghana's Local Market; Case Study of Berekum Municipality (original) (raw)
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I would like to thank all, and especially the following persons, who made this study possible: Firstly, the Lord Jesus Christ, for the strength and ability to further my education. My parents, Mr and Mrs Amos Owusu-Sekyere for their love, prayers, patience, moral and spiritual support.
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Rice has become an important staple in Ghana where it serves as a convenience food for both urban and rural consumers. In Ghana rice has become the second most important staple food after maize and its consumption continues to increase with population growth, urbanization and changes to consumption habits. The study aimed to determine influential factors on consumer preference for various rice brands in the metropolis of Tamale and the quality characteristics which affect prices. One hundred (100) respondents were randomly sampled and interviewed using a semi-structured questionnaire. The Kendall's coefficient of concordance was used to determine the factors that influence consumer preference. The hedonic price model was used to analyze the effect of these preferences on price. The attributes that define the quality of rice most preferred by consumers were taste, cooking quality, cooking time and aroma. The attributes least preferred by consumers were price, impurities (presence of foreign matter) and the source of rice. The hedonic price model showed that the consumer payed higher premiums for aroma and source of rice (local or foreign). Rice processors, distributers and retailers must ensure that their product is free of foreign matter while breeding programmes for rice need to emphasize the quality attributes preferred by consumers, namely: taste, cooking quality, cooking time and aroma.
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Consumers' concerns over misuse of agrochemicals and untreated wastewater for irrigation in vegetable production are increasing demand for safer vegetables in urban cities. Providing safer vegetables requires production methods that minimize or eliminate the associated risks. Nevertheless, these practices involve extra cost, which requires that consumers, at least, bear part of the cost. The main objective of this paper is to examine factors influencing consumers' willingness to pay price premiums for safer vegetables. We sampled a cross-section of 331 consumers in Tamale, and elicited their willingness to pay premium prices for safer vegetables. The results show that consumers are willing to pay average premiums of GH¢8.01 (US$1.90), GH¢3.27 (US$0.78) and GH¢2.89 (US$0.69) for standard quantities of safer cabbage, safer ayoyo and safer okra, respectively. These premium prices are equivalent to 128.6%, 197.3% and 189.0% of the current average market prices of same quantities of the conventional vegetables. Typically, consumers willing to pay premium prices are those with income generating employment, have trust in traders and care about the use of untreated wastewater for irrigation. These findings mean that consumers are generally willing to bear extra cost to secure consumption of safer vegetables, and avoid health-related risks associated with unsafe, conventional vegetables.
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