Determinants of consumers’ preferences for the sources of spices in Gauteng province, South Africa

Kananelo Mphafi, Abayomi Samuel Oyekale and Portia Ndou

Journal of Agribusiness and Rural Development, 2023, vol. 69, issue 3

Abstract: Spices are condiments for adding flavors to food and are traditionally utilized for some medicinal purposes. Their therapeutic, aromatic, and culinary characteristics have been widely explored by cosmetic, pharmaceutical, and food industries. However, very little is known about the factors that influence consumers’ choice of spices based on their origins. Therefore, this study analyzed the determinants of consumers’ preferences for the sources of spices in Gauteng province. Data was collected from 385 respondents using a structured questionnaire. Multinomial logit regression was employed for data analysis. The results of the study indicated that preferences for local and imported spices were significantly influenced (p < 0.05) by socio-economic factors such as marital status, household size, and gender. In addition, products’ attributes such as attractiveness, packaging, and availability in the market also significantly influenced (p < 0.05) preference for local and imported spices. Based on these findings, it was recommended that promotion of spices’ marketability must consider some important attributes along with consumers’ socio-economic characteristics.

Keywords: Agribusiness (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:ags:pojard:356229

DOI: 10.22004/ag.econ.356229

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