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Effectiveness of nutritional information in increasing demand for enriched yoghurt among poor households in Kenya: Implications for agribusiness marketing strategies

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  • David L. Ortega
  • Vincenzina Caputo
  • Mywish Maredia

Abstract

The yoghurt market represents one of the most dynamic consumer segments in Kenya's dairy industry. Product innovation like yoghurt enriched with nutrients is increasingly promoted to address the challenges of micro‐nutrient deficiencies, especially among children and women of poor households. Using data from 383 in‐household interviews in predominantly poor neighborhoods in Nairobi, we focus on evaluating features that can make this healthy product more desirable to increase demand and inform agribusiness marketing efforts. More specifically, we elicit preferences and willingness to pay (WTP) for health and nutrition‐related yoghurt product attributes, and find that information connecting product enrichment to health can increase consumer desirability and consumer WTP. [EconLit Citations: D12, Q10, Q13].

Suggested Citation

  • David L. Ortega & Vincenzina Caputo & Mywish Maredia, 2023. "Effectiveness of nutritional information in increasing demand for enriched yoghurt among poor households in Kenya: Implications for agribusiness marketing strategies," Agribusiness, John Wiley & Sons, Ltd., vol. 39(1), pages 285-290, January.
    • Handle: RePEc:wly:agribz:v:39:y:2023:i:1:p:285-290
    DOI: 10.1002/agr.21784
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    References listed on IDEAS

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    1. Train,Kenneth E., 2009. "Discrete Choice Methods with Simulation," Cambridge Books, Cambridge University Press, number 9780521766555, December.
    2. Riccardo Scarpa & Mara Thiene & Kenneth Train, 2008. "Utility in Willingness to Pay Space: A Tool to Address Confounding Random Scale Effects in Destination Choice to the Alps," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 90(4), pages 994-1010.
    3. Immaculate Omondi & Elizaphan J. O. Rao & Aziz A. Karimov & Isabelle Baltenweck, 2017. "Processor Linkages and Farm Household Productivity: Evidence from Dairy Hubs in East Africa," Agribusiness, John Wiley & Sons, Ltd., vol. 33(4), pages 586-599, September.
    4. Kaitibie, Simeon & Omore, Amos & Rich, Karl & Kristjanson, Patti, 2010. "Kenyan Dairy Policy Change: Influence Pathways and Economic Impacts," World Development, Elsevier, vol. 38(10), pages 1494-1505, October.
    5. Fadiga, Mohamadou L. & Makokha, Stella Nabwile, 2014. "Consumer valuations of the quality and safety attributes of milk and meat in Kenya," African Journal of Agricultural and Resource Economics, African Association of Agricultural Economists, vol. 9(2), pages 1-15, April.
    6. Vroegindewey, Ryan & Richardson, Robert B. & Ortega, David L. & Theriault, Veronique, 2021. "Consumer and retailer preferences for local ingredients in processed foods: Evidence from a stacked choice experiment in an African urban dairy market," Food Policy, Elsevier, vol. 103(C).
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    1. Wenyan Xu & Qiran Zhao & Shenggen Fan & Chen Zhu, 2023. "Effects of direct grain subsidies on food consumption of rural residents in China," Agribusiness, John Wiley & Sons, Ltd., vol. 39(S1), pages 1382-1398, December.

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