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Periodical article Periodical article Leiden University catalogue Leiden University catalogue WorldCat catalogue WorldCat
Title:Consumer and retailer responses to commercially processed sorghum flour in western Kenya
Author:Makokha, A.O.ISNI
Year:2000
Periodical:Discovery and Innovation (ISSN 1015-079X)
Volume:12
Issue:1-2
Period:June
Pages:7-11
Language:English
Notes:biblio. refs.
Geographic terms:Kenya
East Africa
Subjects:millet
grain processing
Agriculture, Agronomy, Forestry
sorghum
Grain crops
Food industry and trade
Flour
attitudes
Consumer behavior
retail trade
Link:https://www.ajol.info/index.php/dai/article/view/15558
Abstract:Sorghum (Sorghum bicolor) grain was dehulled and milled into flour at a sorghum pilot processing plant in western Kenya. It was packaged and sold through retail shops. A survey of the reactions of 155 consumers and 165 retailers was carried out in April 1993. Concerning the use of the flour, 40.6 percent of the consumer respondents used the flour to prepare both porridge and gruel, while 31.6 percent used the flour to prepare porridge alone and 24.5 percent used it to prepare only gruel. On when the flour was used, 42.4 percent of the respondents used the flour to prepare all three daily meals, while 24.9 percent used it only for breakfast. Most of the consumer respondents (87.3 percent) had eaten food made from sorghum flour before. All the consumer respondents liked the flavour of the flour, while 95 percent approved the size and appearance of packaging material. The majority of the retailer respondents (92.6 percent) had not sold sorghum flour from any other source before. The main flour they sold was from maize, though 51 percent reported that the sale of sorghum flour was rising since they had first stocked it. High price, lack of advertisement and infrequent supply were cited by both consumer and retailer respondents to be the main problems affecting sales. Processing has increased the use of and stimulated demand for sorghum grain in this region. Bibliogr., sum. in English and French.
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