Tigernut Consumption in Ogun State, Nigeria: Socioeconomic Drivers and Implications for Consumer Marketing

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.