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Please use this identifier to cite or link to this item: http://hdl.handle.net/123456789/12697

Title: Job creation and improved consumerhealth through commercialisation of tigernut yoghurt: a willingness to pay analysis
Authors: Wongnaa, Camillus Abawiera
Adams, Faizal
Bannor, Richard Kwasi
Awunyo-Vitor, Dadson
Mahama, Isaac
et. al
Keywords: Attributes
Perception
Willingness to pay
Tiger nut yoghurt
Issue Date: 2019
Publisher: Springer Open
Citation: Wongnaa,A. C., Adams, F.Bannor,K.R., Awunyo-Vitor,D., Mahama,I ,Afoakwa,O.B., Owusu-Ansah,Y.and Ackon,A.(2019) Job creation and improved consumer health through commercialisation of Tigernut yoghurt: a willingness to pay analysis.Journal of Global Entrepreneurship Research(2019) 9:4 https://doi.org/10.1186/s40497-018-0139-x
Abstract: The study assessed consumers’perception and willingness to pay for tiger nutyoghurt developed by Sanful (Pak J Nutr 6:755-758, 2009) in Ghana. It usedcross-sectional data collected from 315 yoghurt consumers from five (5) communitiesin the Kumasi metropolis. Descriptive statistics, 3-point Likert scale, perception indexand the tobit regression model were the analytical tools employed. The results showedthat 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 thoughthe price of 500 ml of‘normal’yoghurt was Gh¢2.50 (US$0.57), consumers were willingto 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 byage, sex, educational level, householdsize, monthly income and price of theproduct. The study concludes that Sanful’s tiger nut yoghurt has bright marketprospects in the Kumasi metropolis and similar urban settings. Entrepreneurs, theunemployed and investors are therefore encouraged to consider a business intiger nut yoghurt production even though there is also the need for a profitabilityanalysis of tiger nut yoghurt production. In addition, there is the need to increaseawareness and education on the nutritional and health benefits of tiger nut sinceeducation has a positive influence on consumers’willingness to pay for the product.
Description: An article published by Springer Open and also available at https://doi.org/10.1186/s40497-018-0139-x
URI: http://hdl.handle.net/123456789/12697
Appears in Collections:College of Science

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