Food values and purchase decisions in an emerging market: lessons learned from Kenya

Opeyemi Femi-Oladunni, Pablo Ruiz-Palomino, María Pilar Martínez-Ruíz and Israel Roberto Pérez-Jiménez

No 2306, DOCFRADIS Working Papers from Catedra Fundación Ramón Areces de Distribución Comercial

Abstract: The objective of this research focuses on analysing the possible existence of consumers clusters in Kenya depending on their appreciation of food values. For this research objective, differences in the appreciation of food values were studied considering the socio-demographic traits of 500 consumers through a standardized questionnaire. In the empirical analysis, Spearman´s correlation test, two-step cluster analysis and logistic regressions were calculated. The results show the existence of variations in food value preferences between segments, determined by economic and socio-environmental factors. Nutrition value and environmental impact value were the most and least preferred values, respectively.

Keywords: Food values; sociodemographic characteristics; Sub Sahara Africa; Logit regression; Two-step cluster analysis (search for similar items in EconPapers)
JEL-codes: L66 M3 (search for similar items in EconPapers)
Date: 2023-07, Revised 2023-06
New Economics Papers: this item is included in nep-agr and nep-dcm
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Persistent link: https://EconPapers.repec.org/RePEc:ovr:docfra:2306

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