Determinants of consumers' willingness to purchase East African Highland cooking banana hybrids in Uganda

This paper uses a survey of 908 consumers that participated in farmer field days to evaluate various hybrid banana varieties from across four regions of Uganda. Sensory attributes such as taste, flavour, texture, colour of the food when cooked and bunch weight were considered. Descriptive statistics and analysis of variance were used to compare the sensory attributes of different banana hybrids and the prices consumers would be willing to pay for these varieties. Logit models were then estimated to determine the consumption characteristics and sensory attributes that are most important in predicting the likelihood of consumers' purchase of hybrid banana varieties when found on markets. The results from the analysis of variance suggest that hybrids M9 and M2 were not significantly different in terms of taste, flavour, texture and colour, while differences were observed in M14 and M17. In terms of overall acceptability, there were no significant differences between M2, M9 and M14. The results show that the Eastern region would pay significantly higher prices for the hybrid bananas compared to other regions of Uganda. Consumer characteristics (such as age and education) and attributes (such as good taste, texture and colour) are likely to positively influence the likely purchase of most of the hybrids, while gender and regional location of the respondents were the major factors to negatively influence the likely purchase of hybrid bananas when found on the market. The results also suggest that while promoting these hybrids, the Eastern region of Uganda could be given priority, especially with hybrids M9 and M14.

Akankwasa, K.; Ortmann, G. F.; Wale, E.; Tushemereirwe, W. K.(2013). Determinants of consumers' willingness to purchase East African Highland cooking banana hybrids in Uganda. African Journal of Agricultural Research. 780-791.
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Journal Article
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