Nixon Tongun and Guixia Wang
Maize is an important cereal crop in South Sudan. This article assesses the determinants of consumers’ consumption and purchasing of local maize. A survey of randomly selected sample of 160 consumers was carried out to collect primary data. Logistic regression model was employed to analyze data. Results obtained showed that environmental concern, environmental benefits, marital status, age and education positively and significantly influenced consumers’ consumption and purchasing of local maize, whereas, health consciousness, food safety concern, quality and health benefits and food ethical concern had negative effects. On the other hand, income and residency status positively and significantly influenced consumers’ consumption and purchasing of local maize on a regular basis, whereas environmental benefits and education had negative effects. Thus, the effective marketing strategies to increase domestic maize market include targeting married consumers, who are educated, middle-aged, reside in the city and with middle household income. To attract new consumers, stakeholders should improve the quality and safety of local maize to meet consumers’ expectations of quality standards.
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