Consumer Behaviour Attributes and Consumer Acceptance of Pasta from Blended Finger Millet Flour in Restaurants in Nairobi, Kenya
DOI:
https://doi.org/10.53819/81018102t2445Abstract
This study aimed to determine the effect of consumer behavior on the acceptability of pasta made from blended finger millet flour, guided by Consumer Perception Theory. Consumer acceptance was evaluated among 356 respondents drawn from a target population of 15,840 customers, purposively sampled across 8 restaurants in Nairobi. Data on consumer acceptance was collected through questionnaires and analyzed using multiple linear regression. The analysis revealed that consumer behaviour attributes of finger millet flour pasta (FMFP) significantly explained 79.9% of the variation in pasta acceptability. Results showed that contextual and intrinsic attributes had a significant impact on consumer acceptability, while psychological attributes had insignificant effect consumer acceptability. Thus, the study concludes that consumer behavior, particularly contextual and intrinsic behaviour attributes, plays a crucial role in shaping the acceptability of finger millet pasta. These findings emphasize the importance of aligning product development and marketing strategies with the identified consumer behavior attributes to enhance acceptance. Furthermore, the study holds important policy implications, suggesting that educational programs should be supported to raise awareness of the nutritional benefits of millet, positioning it as a key component in food security and sustainable agriculture efforts. Collaborations with health professionals to conduct awareness workshops could further promote millet’s role in a balanced diet.
Keywords: Consumer Behavior, Acceptability, Pasta, Finger Millet Flour, Contextual, Intrinsic, Psychological Attributes
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