Consumer perception and willingness to pay for packaged asaana: a traditional drink in Ghana
ISSN: 0007-070X
Article publication date: 4 December 2023
Issue publication date: 14 February 2024
Abstract
Purpose
In view of the increasing trend in food policies targeting the promotion of consumer interest in locally produced foods and growing developments in willingness-to-pay (WTP) methodologies, the authors investigate consumer preference for packaged traditional drink asaana.
Design/methodology/approach
The study used a simple random sample of 336 consumers to draw on perception index and contingent valuation methods to evaluate consumers' perceptions of the attributes of packaged asaana – a traditional maize-based beverage produced in Ghana (also known as Ghana Coca-Cola). A tobit regression model was employed to analyze consumers’ WTP for the product.
Findings
Analyzing the factors that influence consumers' WTP for packaged asaana using the tobit regression model, the study established the existence of positive health and nutrition, economic benefits and purchasing decision-making perceptions for asaana. While the results further showed that consumers are willing to pay a premium for well-packaged asaana, demographics such as age, income level, labeling, price of the product and savings were found to exert significant influence on consumers’ WTP for packaged asaana. Salient recommendations for food processors and relevant government agencies and food policy implications are identified.
Research limitations/implications
Comprehending WTP provides valuable understanding regarding consumer qualms, actions and WTP for more secure traditional drinks and an examination of how the different factors that influence WTP for local beverages help boost local beverage production and guarantee employment.
Practical implications
Analyzing WTP data for traditional drinks reveals important implications for production, marketing and public health policies. Certification systems for traditional beverages may be beneficial, and the findings can be used to create public awareness campaigns about the safety of local drinks.
Originality/value
Assessing the WTP among Ghanaian consumers for traditional drinks, specifically asaana, is a ground-breaking study. The contingent evaluation (CE) and tobit regression approaches utilized in this research are strong, and the results obtained can guide decisions related to traditional drink production, marketing and the development of public health policies.
Keywords
Acknowledgements
The authors extend their heartfelt gratitude to all the respondents for their valuable contributions to this study. Additionally, the authors would like to express their profound appreciation to the reviewers for their valuable input.
Funding: This study was conducted without any funding support.
Citation
Nimoh, F., Prah, S., Yamoah, F. and Agyei, D. (2024), "Consumer perception and willingness to pay for packaged asaana: a traditional drink in Ghana", British Food Journal, Vol. 126 No. 3, pp. 1147-1165. https://doi.org/10.1108/BFJ-04-2023-0282
Publisher
:Emerald Publishing Limited
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