Browsing by Author "Rubangakene Derrick Otim"

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    consumer perceptions and demand factors driving consumption of pumpkin products in gulu city
    (Gulu University, 2024-01-09) Rubangakene Derrick Otim
    Despite nutritional values of pumpkin products, they are not widely consumed by the local population. To enhance consumption of pumpkin products, understanding the influence of consumer perceptions combined with demand factors on consumption of pumpkin product I paramount. The study was set out to examine the relationship between socio-economic factors and sources of pumpkin products, assess the influence of consumer perceptions on consumption of pumpkin products and determine the factors affecting consumer demand decisions for pumpkin products Using a cross-sectional survey 427 households in Gulu City, this study examined the influence of consumer perceptions and demand factors on consumption of pumpkin products. Data analysis involved descriptive statistics and two different models. Negative Binomial Regression Model (NBR) was used to assess the influence of consumer perceptions on consumption and Heckman Two-stage regression model was used to determine factors driving consumer decisions to demand for pumpkin products. Findings show that consumption of pumpkin products is influenced by consumer perceptions on health benefits on heart health, consumer taste and preference for aroma, hard skin, nutty taste, fibreness, perceived health benefits on eye vision, quantity consumed, income, reliance on self-production, boiled preparation, product price, household size, and sensitization on healthy foods. Consumer decision to purchase pumpkin products is driven by perceived health benefits for immunity, eyesight, heart health, and weight loss, marital status, income spent on products, proximity to supermarkets, number of men in the household and sensitization on healthy foods. Consumer decision on quantity demanded for pumpkin products depends on product prices, income price of substitutes, number of men in the household, and sensitization on healthy foods. The study recommends that sensitization programs should structure messages to emphasize the role of pumpkins in enhancing human health.