Analysis of Consumer Preferences for Orange-Fleshed Potatoes in Burundi: Case Study of Consumers of Bujumbura Town

Abstract

The sweet potato is one of the most widely consumed tubers in Burundi. There are several varieties, including the orange-fleshed sweet potato (OFSP), which contains beta-carotene, a precursor of vitamin A. The aim of this study was to analyze the effects of nutritional knowledge on the decision and intensity of purchase of OFSP and to analyze the psychosocial factors influencing preference for OFSP. It focused on consumer food preference, a decision affected by a range of factors, including nutritional knowledge, and was conducted in the commune of Ntahangwa. This study applied a multistage sampling method to identify survey respondents. Three markets in Ntahangwa commune, including Kamenge, Buterere and Kinama were deliberately selected based on their location in the city of Bujumbura. The difference in location allowed the survey to target consumers with different socioeconomic characteristics.Qualitative and quantitative data were collected from 385 respondents. A double-barrier model was used to analyze the effect of nutritional knowledge on sweet-potato purchase preference and intensity. The results indicate that nutritional knowledge has a positive effect on preference and purchase intensity of OFSP. The main characteristics for which respondents chose to buy OFSP were good sensory attributes and the ingredients of the OFSP variety.  Consequently, the objectives that motivate the preference and consumption of OFSP include the desire to stay healthy, long life, taste and price. This study recommends that efforts to promote OFSP should emphasize the nutritional benefits, particularly as a source of vitamin A. In addition, markets and sellers of OFSP need to improve product design, particularly sensory attributes to satisfy consumer preferences.

Keywords: orange-fleshed sweet potato, preference, consumption

DOI: 10.7176/JESD/15-5-02

Publication date: April 30th 2024