IDEAS home Printed from https://ideas.repec.org/a/ags/sieaea/335222.html
   My bibliography  Save this article

Wheat or cassava flour? Marketing and willingness to pay for cassava flour confectionery in Nigeria

Author

Listed:
  • Mbanasor, Jude Anayochukwu
  • Oteh, Ogbonnaya Ukeh
  • Agwu, Nnanna Mba
  • Onwusiribe, Chigozirim Ndubuisi
  • Ibem, Nwanneka Cynthia
  • Okpokiri, Chibuzo
  • Oloveze, Ambrose Ogbonna

Abstract

Food systems and diets are constantly evolving, and the contributing factors are complex and have remained controversial among researchers. While studies have considered and compared utilization of wheat flour and High Quality Cassava Flour (HQCF) in confectioneries, no study has assessed willingness to purchase confectionery made from cassava flour in relation to the global supply disruption emanating from the Russia-Ukraine war, leading to high demand and pressure on wheat flour. This study examined consumers’ perception of cassava flour confectionery and estimated contributing factors. A cross-sectional survey and multi-stage random sampling technique were employed to select 120 respondents from Abia State, Nigeria, while the Researchers analyzed the data with descriptive and regression statistics. Findings show that taste, awareness, odour, and availability of confectionery with cassava flour inclusion shaped consumers’ perceptions. The majority of the samples from our study believe that the taste and odour (aroma) of the product must be tweaked to suit global best practices, as well as the need to make the product readily available at strategic location and at the right price to reflect the prevailing income and economic realities in Nigeria. Therefore, these factors can be improved and used to build a positioning and brand strategy.

Suggested Citation

  • Mbanasor, Jude Anayochukwu & Oteh, Ogbonnaya Ukeh & Agwu, Nnanna Mba & Onwusiribe, Chigozirim Ndubuisi & Ibem, Nwanneka Cynthia & Okpokiri, Chibuzo & Oloveze, Ambrose Ogbonna, 2022. "Wheat or cassava flour? Marketing and willingness to pay for cassava flour confectionery in Nigeria," Economia agro-alimentare / Food Economy, Italian Society of Agri-food Economics/Società Italiana di Economia Agro-Alimentare (SIEA), vol. 24(3), December.
    • Handle: RePEc:ags:sieaea:335222
    DOI: 10.22004/ag.econ.335222
    as

    Download full text from publisher

    File URL: https://ageconsearch.umn.edu/record/335222/files/EAA_2022_Oteh.pdf
    Download Restriction: no
    File URL: https://libkey.io/10.22004/ag.econ.335222?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Grace Adebukanla Shittu & Fatai Abiola Sowunmi, 2019. "Willingness to Use Composite Flour that Contains High Quality Cassava Flour (HQCF) among Bread and other Confectioneries Producers in Oyo State, Nigeria," Canadian Journal of Agriculture and Crops, Online Science Publishing, vol. 4(2), pages 41-55.
    2. Abigail Gbemisola Adeyonu & Adebayo Musediku Shittu & Mojisola Olanike Kehinde & Chioma Patricia Adekunle, 2021. "Farm Households’ Demand Response to Escalating Food Prices in Nigeria," Journal of Applied Economics, Taylor & Francis Journals, vol. 24(1), pages 555-576, January.
    3. Orkhan Sariyev & Tim K. Loos & Manfred Zeller & Tulsi Gurung, 2020. "Women in household decision-making and implications for dietary quality in Bhutan," Agricultural and Food Economics, Springer;Italian Society of Agricultural Economics (SIDEA), vol. 8(1), pages 1-20, December.
    4. Lusk, Jayson L., 2019. "Income and (Ir) rational food choice," Journal of Economic Behavior & Organization, Elsevier, vol. 166(C), pages 630-645.
    5. D’Souza, Anna & Jolliffe, Dean, 2013. "Conflict, food price shocks, and food insecurity: The experience of Afghan households," Food Policy, Elsevier, vol. 42(C), pages 32-47.
    6. Umar Ijaz Ahmed & Liu Ying & Muhammad Khalid Bashir & Muhammad Abid & Farhad Zulfiqar, 2017. "Status and determinants of small farming households' food security and role of market access in enhancing food security in rural Pakistan," PLOS ONE, Public Library of Science, vol. 12(10), pages 1-15, October.
    7. Carvalho, Aline Martins de & Verly Jr, Eliseu & Marchioni, Dirce Maria & Jones, Andrew D., 2021. "Measuring sustainable food systems in Brazil: A framework and multidimensional index to evaluate socioeconomic, nutritional, and environmental aspects," World Development, Elsevier, vol. 143(C).
    8. Sirojuddin Arif, 2019. "Cursed by Oil? Rural Threats, Agricultural Policy Changes and the Impact of Oil on Indonesia's and Nigeria's Rural Development," Journal of International Development, John Wiley & Sons, Ltd., vol. 31(2), pages 165-181, March.
    9. Wilhelm Klümper & Matin Qaim, 2014. "A Meta-Analysis of the Impacts of Genetically Modified Crops," PLOS ONE, Public Library of Science, vol. 9(11), pages 1-7, November.
    10. Sergio René Araujo‐Enciso & Thomas Fellmann, 2020. "Yield Variability and Harvest Failures in Russia, Ukraine and Kazakhstan and Their Possible Impact on Food Security in the Middle East and North Africa," Journal of Agricultural Economics, Wiley Blackwell, vol. 71(2), pages 493-516, June.
    11. Erpeng Wang & Ning An & Zhifeng Gao & Emmanuel Kiprop & Xianhui Geng, 2020. "Consumer food stockpiling behavior and willingness to pay for food reserves in COVID-19," Food Security: The Science, Sociology and Economics of Food Production and Access to Food, Springer;The International Society for Plant Pathology, vol. 12(4), pages 739-747, August.
    12. Adepoju, Abimbola O. & Oyewole, Olaniyi O., 2013. "Households’ Perception And Willingness To Pay For Bread With Cassava Flour Inclusion In Osogbo Metropolis, Osun State, Nigeria," 2013 Fourth International Conference, September 22-25, 2013, Hammamet, Tunisia 160285, African Association of Agricultural Economists (AAAE).
    13. Grace Adebukanla Shittu & Fatai Abiola Sowunmi, 2019. "Willingness To Use Composite Flour That Contains High Quality Cassava Flour (Hqcf) Among Bread And Other Confectioneries Producers In Oyo State, Nigeria," Canadian Journal of Agriculture and Crops, Pacharapa Naka, vol. 4(2), pages 41-55.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Carla Zarb? & Gioacchino Pappalardo & Roberta Selvaggi & Biagio Pecorino, 2023. "The EU agri-food system in the recent crisis scenarios," Economia agro-alimentare, FrancoAngeli Editore, vol. 2023(3), pages 87-107.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Jude Anayochukwu Mbanasor & Ogbonnaya Ukeh Oteh & Nnanna Mba Agwu & Chigozirim Ndubuisi Onwusiribe & Nwanneka Cynthia Ibem & Chibuzo Okpokiri & Ambrose Ogbonna Oloveze, 2022. "Wheat or cassava flour? Marketing and willingness to pay for cassava flour confectionery in Nigeria," Economia agro-alimentare, FrancoAngeli Editore, vol. 24(3), pages 1-25.
    2. Vincent A. Floreani & Gladys López-Acevedo & Martín Rama, 2021. "Conflict and Poverty in Afghanistan’s Transition," Journal of Development Studies, Taylor & Francis Journals, vol. 57(10), pages 1776-1790, October.
    3. PK Gupta, 2018. "An Assessment of Relative Risks to Human/Ecological Health Biotech Crops versus Other Human Activities," Current Investigations in Agriculture and Current Research, Lupine Publishers, LLC, vol. 1(2), pages 51-62, February.
    4. Ilenia Bravo & Ilenia Colamatteo & Simona Balzano & Lucio Cappelli & Enrica Iannucci, 2024. "Consumer Behaviour Regarding Certified Food," Sustainability, MDPI, vol. 16(9), pages 1-12, April.
    5. Vincent Smith & Justus H. H. Wesseler & David Zilberman, 2021. "New Plant Breeding Technologies: An Assessment of the Political Economy of the Regulatory Environment and Implications for Sustainability," Sustainability, MDPI, vol. 13(7), pages 1-18, March.
    6. Astrid Sneyers, 2017. "Food, Drought and Conflict Evidence from a Case-Study on Somalia," HiCN Working Papers 252, Households in Conflict Network.
    7. Taiyang Zhong & Jonathan Crush & Zhenzhong Si & Steffanie Scott, 2022. "Emergency food supplies and food security in Wuhan and Nanjing, China, during the COVID‐19 pandemic: Evidence from a field survey," Development Policy Review, Overseas Development Institute, vol. 40(3), May.
    8. Phélinas, Pascale & Choumert, Johanna, 2017. "Is GM Soybean Cultivation in Argentina Sustainable?," World Development, Elsevier, vol. 99(C), pages 452-462.
    9. Kalaitzandonakes, Nicholas & Lusk, Jayson & Magnier, Alexandre, 2018. "The price of non-genetically modified (non-GM) food," Food Policy, Elsevier, vol. 78(C), pages 38-50.
    10. Margherita Bernabei & Silvia Colabianchi & Francesco Costantino, 2022. "Actions and Strategies for Coronavirus to Ensure Supply Chain Resilience: A Systemic Review," Sustainability, MDPI, vol. 14(20), pages 1-19, October.
    11. Paul Vincelli, 2016. "Genetic Engineering and Sustainable Crop Disease Management: Opportunities for Case-by-Case Decision-Making," Sustainability, MDPI, vol. 8(5), pages 1-22, May.
    12. Noah Kaiser & Christina K. Barstow, 2022. "Rural Transportation Infrastructure in Low- and Middle-Income Countries: A Review of Impacts, Implications, and Interventions," Sustainability, MDPI, vol. 14(4), pages 1-48, February.
    13. Andi Syah Putra & Guangji Tong & Didit Okta Pribadi, 2020. "Spatial Analysis of Socio-Economic Driving Factors of Food Expenditure Variation between Provinces in Indonesia," Sustainability, MDPI, vol. 12(4), pages 1-18, February.
    14. Junguo Hua & Hui Li & Zejun He & Jing Ding & Futong Jin, 2022. "The Microcosmic Mechanism and Empirical Test of Uncertainty on the Non-Linear Fluctuation of Chinese Grain Prices-Based on the Perspective of Global Economic Policy Uncertainty," Agriculture, MDPI, vol. 12(10), pages 1-17, September.
    15. Tylecote, Andrew, 2019. "Biotechnology as a new techno-economic paradigm that will help drive the world economy and mitigate climate change," Research Policy, Elsevier, vol. 48(4), pages 858-868.
    16. Jonas Kathage & Manuel Gómez-Barbero & Emilio Rodríguez-Cerezo, 2016. "Framework for assessing the socio-economic impacts of Bt maize cultivation," JRC Research Reports JRC103197, Joint Research Centre.
    17. Neubauer, Florian & Wall, Alan & Njuki, Eric & Bravo-Ureta, Boris, 2023. "Climatic Effects and Farming Performance: An Overview of Selected Studies," 2023 Inter-Conference Symposium, April 19-21, 2023, Montevideo, Uruguay 338540, International Association of Agricultural Economists.
    18. Scheitrum, Daniel & Schaefer, K. Aleks & Nes, Kjersti, 2020. "Realized and potential global production effects from genetic engineering," Food Policy, Elsevier, vol. 93(C).
    19. Kristina Gligorić & Arnaud Chiolero & Emre Kıcıman & Ryen W. White & Robert West, 2022. "Population-scale dietary interests during the COVID-19 pandemic," Nature Communications, Nature, vol. 13(1), pages 1-14, December.
    20. Chen Zhu & Rigoberto A. Lopez & Yuan Gao & Xiaoou Liu, 2021. "The COVID‐19 Pandemic and Consumption of Food away from Home: Evidence from High‐frequency Restaurant Transaction Data," China & World Economy, Institute of World Economics and Politics, Chinese Academy of Social Sciences, vol. 29(6), pages 73-94, November.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ags:sieaea:335222. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: AgEcon Search (email available below). General contact details of provider: https://edirc.repec.org/data/sieaaea.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.