TY  - EJOUR
AB  - This study examined the potential influence of consumer income, education, health claim awareness and sources of the awareness (information) on purchase decision and consumption-expenditure on tigernut in Ogun State, Nigeria. Multistage sampling technique was used to select 300 respondents and the data collected were analysed using descriptive statistics and double-hurdle regression. Approximately 68% of the respondents had tertiary education and 33% indicated they were aware of the health benefits of tigernut. Of those who indicated health benefit awareness, words of mouth (family and friends) (38.78%), and social media (26.43%) were reported as the two main sources of awareness. Consumers preferred tigernut in its fresh, dried and juiced/powdered forms. Whereas income (p≤0.01) had non-increasing effect on purchase decision and/or consumption-expenditure of tiger nut, education (p≤0.01) and health benefit awareness (p≤0.01), especially through social media (p≤0.01), among others exerted positive influence. Access to higher formal education, and awareness creation through the social media are advocated, among others, to advance consumption and expansion of tigernut products’ market.  Of relevance also are opportunities for prospective investors to invest in its value/supply chain, and for farmers to diversify into production in response to consumer preference.
AU  - Akerele, D.
AU  - Ayinde, A. F. O.
AU  - Alabi, K. J.
AU  - Ogunmola, O. O.
AU  - Ibrahim S. B.
DA  - 2020-10-20
DA  - 2020-10-20
DO  - 10.22004/ag.econ.309945
DO  - doi
ED  - Umoh, Gabriel U.
ED  - Ayinde, Idris Akanbi
ED  - editor
ED  - editor
EP  - 39
EP  - 29
ID  - 309945
IS  - 01
JF  - Nigerian Journal of Agricultural Economics
KW  - Consumer/Household Economics
KW  - Tigernut
KW  - Health benefit awareness
KW  - Food choice
KW  - Consumer marketing
KW  - Nigeria
L1  - https://ageconsearch.umn.edu/record/309945/files/Akerele%20et%20al.pdf
L2  - https://ageconsearch.umn.edu/record/309945/files/Akerele%20et%20al.pdf
L4  - https://ageconsearch.umn.edu/record/309945/files/Akerele%20et%20al.pdf
LA  - eng
LA  - English
LK  - https://ageconsearch.umn.edu/record/309945/files/Akerele%20et%20al.pdf
N2  - This study examined the potential influence of consumer income, education, health claim awareness and sources of the awareness (information) on purchase decision and consumption-expenditure on tigernut in Ogun State, Nigeria. Multistage sampling technique was used to select 300 respondents and the data collected were analysed using descriptive statistics and double-hurdle regression. Approximately 68% of the respondents had tertiary education and 33% indicated they were aware of the health benefits of tigernut. Of those who indicated health benefit awareness, words of mouth (family and friends) (38.78%), and social media (26.43%) were reported as the two main sources of awareness. Consumers preferred tigernut in its fresh, dried and juiced/powdered forms. Whereas income (p≤0.01) had non-increasing effect on purchase decision and/or consumption-expenditure of tiger nut, education (p≤0.01) and health benefit awareness (p≤0.01), especially through social media (p≤0.01), among others exerted positive influence. Access to higher formal education, and awareness creation through the social media are advocated, among others, to advance consumption and expansion of tigernut products’ market.  Of relevance also are opportunities for prospective investors to invest in its value/supply chain, and for farmers to diversify into production in response to consumer preference.
PY  - 2020-10-20
PY  - 2020-10-20
SN  - 0794-4748
SP  - 29
T1  - Tigernut Consumption in Ogun State, Nigeria: Socioeconomic Drivers and  Implications for Consumer Marketing
TI  - Tigernut Consumption in Ogun State, Nigeria: Socioeconomic Drivers and  Implications for Consumer Marketing
UR  - https://ageconsearch.umn.edu/record/309945/files/Akerele%20et%20al.pdf
VL  - 10
Y1  - 2020-10-20
T2  - Nigerian Journal of Agricultural Economics
ER  -