The extent of marketability and consumer preferences for traditional leafy vegetables – a case study at selected markets in Ghana
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Date
2009-05
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Publisher
International Journal of Consumer Studies
Abstract
This paper reports on a survey conducted at two major marketing centres in Ghana; Tamale in the dry savannah zone and Kumasi in the forest zone. One hundred traders were interviewed using a semi-structured questionnaire and focus groups discussions held on traders’ perceptions and consumer preferences, relative importance and indigenous nutritional knowledge of traditional leafy vegetables (TLVs). The survey established that, with the exception of Xanthosoma mafafa (cocoyam leaves), inter-market distribution of TLVs is limited because of their perishable nature, narrow utilization base and lack of storage techniques. Socio-culturally related factors limiting the distribution of TLVs include regional diversity and ethnic differences in the dietary patterns of the Ghanaian populace, inadequate knowledge about the methods of preparations as well as nutritional and medicinal values of TLVs. The most preferred TLVs as reflected in the consumers’ buying behaviour and traders’ perceptions are Xanthosoma mafafa (cocoyam leaves), Corchorus spp.(Ayoyo), Amaranthus spp (Alefu) and Hibicus sabdariffa (Bra). The order of preference in the forest zone is Xanthosoma mafafa (cocoyam leaves) > Corchorus spp.(Ayoyo) > Amaranthus spp (Alefu) > Hibicus sabdariffa (Bra), while the reverse order pertains in the savannah zone. © 2009 Blackwell Publishing Ltd.
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Keywords
Consumer preferences, Marketability, Socio-cultural, Traditional leafy vegetables