Factors influencing consumer’s buying posho (maize flour) for food consumption: a case study of Makerere Kikoni Kampala district, Uganda

Abstract

Maize is one of the essential food crops in Uganda. This dissertation aims to examine the consumer preference for maize flour (posho) in urban Uganda, Makerere Kikoni and inform maize flour suppliers of the findings. The study empirically examines how the purchase of maize flour is influenced by consumer characteristics using survey data and a binary logit model. The survey was conducted in Makerere, Kikoni in May 2023. The dependent variable is the purchase of maize flour. Independent variables are monthly individual income, family size, gender, age, education, and quality of purchase. The study reveals that almost half of respondents purchased maize flour. The results suggest that education and purchased quantity are positively and significantly related to the probability of purchasing branded maize flour. Also, the study found that gender affected the probability of purchasing maize flour. The percentage of respondents with a institute education or higher purchasing maize flour is 75% higher than respondents with less than a college education, holding other independent variables constant. The probability of purchasing branded maize flour is 17.5% greater for male consumers than for female consumers, keeping other variables constant. A clear influence of individual monthly income on the probability of purchasing maize flour could not be deduced in this study. Based on these results, it is recommended that suppliers of maize flour products in Makerere Kikoni, Uganda target male consumers, highly educated, and purchase maize flour at one time. It would be recommended that further research investigates how price and aggregate household income influence purchase for branded maize flour. The study provides insight into the effect of consumer socioeconomic characteristics on branded maize preferences in the East African region.