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African Journal of Food, Agriculture, Nutrition and Development
Rural Outreach Program
ISSN: 1684-5358 EISSN: 1684-5358
Vol. 18, No. 2, 2018, pp. 13488-13501
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Bioline Code: nd18045
Full paper language: English
Document type: Research Article
Document available free of charge
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African Journal of Food, Agriculture, Nutrition and Development, Vol. 18, No. 2, 2018, pp. 13488-13501
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A STUDY OF THE RELATIONSHIP BETWEEN CONSUMERS’ CHARACTERISTICS AND PURCHASES OF BRANDED MAIZE FLOUR: THE CASE OF KAMPALA, UGANDA
Jun, M & Ross, K
Abstract
Maize is one of the essential food crops in Uganda. This paper aims to examine the
consumer preference for branded maize flour in urban Uganda and inform branded maize
flour suppliers of the findings. The study empirically examines how the purchase of
branded maize flour is influenced by consumer characteristics using survey data and a
binary logit model. The survey was conducted in Kampala in October 2014. The
dependent variable is the purchase of branded maize flour. Independent variables are
monthly individual income, family size, gender, age, education, and quantity of purchase.
The study reveals that almost half of respondents purchased branded maize flour. The
results suggest that education and purchased quantity are positively and significantly
related to the probability of purchasing branded maize flour. Also, the study found that
gender affected the probability of purchasing branded maize flour. The probability of
respondents with a college education or higher purchasing branded maize flour is 16%
higher than respondents with less than a college education, holding other independent
variables constant. The probability of purchasing branded maize flour is 28% greater for
consumers who purchase 6 kg to 21 kg of flour compared to consumers who purchase
less than 6 kg. The probability of purchasing branded maize flour is 12% greater for
female consumers than for male consumers, keeping other variables constant. A clear
influence of individual monthly income on the probability of purchasing branded maize
flour could not be deduced in this study. Based on these results, it is recommended that
suppliers of branded maize flour products in Kampala City, Uganda target female
consumers, highly educated, and purchase 6-21kg of maize flour at one time. It would
be recommended that further research investigates how price and aggregate household
income influence purchase for branded maize flour. The study provides insight into the
effect of consumer socioeconomic characteristics on branded maize preferences in the
East African region.
Keywords
Logit Model; Maize; Branded Maize Flour; Uganda; Maganjo; Consumer Preference
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