Household Consumption Characteristics of Cookies: The Case of Uganda

The cookie consumption and purchase characteristics of households were investigated in six cities in Uganda using household survey data. Cookies can be fortified with vitamins to improve child nutrition. The application of a Logit model permitted the identification of factors significantly affecting household decision to eat cookies. They are household food buyer/preparer’s age, employment status, education level, household monthly income, household location, number of children from 4 to 18 years-old and its squared value. The purchase decision was modeled as a two-stage or double-hurdle process. The household purchase decision is shaped by its main food buyer/preparer’s employment status and education level, household location, household monthly income, and the number of children age 4 to 18 years old as well as its squared value. Higher values of these variables, but the squared number of children encourage the purchase decision. However, the decision of purchase counts of cookie boxes is shaped by another set of variables, including the frequency of eating cookies, household location, household monthly income, the number of children age 4 to 18, the type of cookie box purchased (cookie purchase is made as per piece purchase and per packet purchase ), and its price. The findings provide important insights for the local cookie producers and marketers, as the identified characteristics and the directional effects are of direct use in the formulation of the marketing and merchandising decisions. The findings are also valuable for policymakers, who concerned about improving nutrition for school children.