Consumer behaviour and preferences are some of the most important issues directly affecting value chains. What happens at the end of the chain has a direct impact on the whole ecosystem. Understanding key consumer demand drivers are important because of the substantial economic impact they have on the industry. The purpose of this study was to provide information on Sunflower oil and maize flour consumer behaviour, preferences, market drivers and trade channel characteristics
It is instrumental to mention that these two value chains are supported by a substantial number of smallholder farmers many of whom can be considered pro-poor. In this light, any interventions that support the sector are likely to have a positive impact on the farmer’s lives.
The study was conducted by undertaking a three-pronged approach which included 1) a review of a large body of published research and report specific to the sectors 2) a consumer survey at Household levels and Trade channels 3) Focus Group discussions.
The household consumer research probed specific perceptions, behaviour and rationale towards what products were used and why. The trade survey was to establish consumer influencing factors at purchase touch points and the focus groups were to get detailed insights.