Job creation and improved consumer health through commercialisation of tiger nut yoghurt: a willingness to pay analysis

Abstract The study assessed consumers’ perception and willingness to pay for tiger nut yoghurt developed by Sanful (Pak J Nutr 6:755-758, 2009) in Ghana. It used cross-sectional data collected from 315 yoghurt consumers from five (5) communities in the Kumasi metropolis. Descriptive statistics, 3-po...
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Autor*in:	Wongnaa, Camillus Abawiera [verfasserIn] Adams, Faizal Bannor, Richard Kwasi Awunyo-Vitor, Dadson Mahama, Isaac Osei, Bismark Afoakwa Owusu-Ansah, Yaw Ackon, Angelina

Format:	E-Artikel
Sprache:	Englisch

Erschienen:	2019

Schlagwörter:	Attributes Perception Willingness to pay Tiger nut yoghurt

Anmerkung:	© The Author(s). 2019

Übergeordnetes Werk:	Enthalten in: Journal of Global Entrepreneurship Research - Berlin : SpringerOpen, 2014, 9(2019), 1 vom: 04. Jan.
Übergeordnetes Werk:	volume:9 ; year:2019 ; number:1 ; day:04 ; month:01

Links:	Volltext

DOI / URN:	10.1186/s40497-018-0139-x

Katalog-ID:	SPR036539694

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allfields	10.1186/s40497-018-0139-x doi (DE-627)SPR036539694 (SPR)s40497-018-0139-x-e DE-627 ger DE-627 rakwb eng Wongnaa, Camillus Abawiera verfasserin (orcid)0000-0002-1310-551X aut Job creation and improved consumer health through commercialisation of tiger nut yoghurt: a willingness to pay analysis 2019 Text txt rdacontent Computermedien c rdamedia Online-Ressource cr rdacarrier © The Author(s). 2019 Abstract The study assessed consumers’ perception and willingness to pay for tiger nut yoghurt developed by Sanful (Pak J Nutr 6:755-758, 2009) in Ghana. It used cross-sectional data collected from 315 yoghurt consumers from five (5) communities in the Kumasi metropolis. Descriptive statistics, 3-point Likert scale, perception index and the tobit regression model were the analytical tools employed. The results showed that while consumers considered nutritional benefits as the most important attribute, they considered appearance as the least. The overall mean perception index was 0.67, indicating that consumers had a positive perception for tiger nut yoghurt. Even though the price of 500 ml of ‘normal’ yoghurt was Gh¢2.50 (US$0.57), consumers were willing to pay Gh¢3.50 (US$0.79) for the same volume. Finally, the results revealed that, consumers’ willingness to pay (WTP) for tiger nut yoghurt was influenced by age, sex, educational level, household size, monthly income and price of the product. The study concludes that Sanful’s tiger nut yoghurt has bright market prospects in the Kumasi metropolis and similar urban settings. Entrepreneurs, the unemployed and investors are therefore encouraged to consider a business in tiger nut yoghurt production even though there is also the need for a profitability analysis of tiger nut yoghurt production. In addition, there is the need to increase awareness and education on the nutritional and health benefits of tiger nut since education has a positive influence on consumers’ willingness to pay for the product. Attributes (dpeaa)DE-He213 Perception (dpeaa)DE-He213 Willingness to pay (dpeaa)DE-He213 Tiger nut yoghurt (dpeaa)DE-He213 Adams, Faizal aut Bannor, Richard Kwasi aut Awunyo-Vitor, Dadson aut Mahama, Isaac aut Osei, Bismark Afoakwa aut Owusu-Ansah, Yaw aut Ackon, Angelina aut Enthalten in Journal of Global Entrepreneurship Research Berlin : SpringerOpen, 2014 9(2019), 1 vom: 04. Jan. (DE-627)779400933 (DE-600)2758698-4 2251-7316 nnns volume:9 year:2019 number:1 day:04 month:01 https://dx.doi.org/10.1186/s40497-018-0139-x kostenfrei Volltext GBV_USEFLAG_A SYSFLAG_A GBV_SPRINGER GBV_ILN_11 GBV_ILN_20 GBV_ILN_22 GBV_ILN_23 GBV_ILN_24 GBV_ILN_26 GBV_ILN_31 GBV_ILN_39 GBV_ILN_40 GBV_ILN_60 GBV_ILN_62 GBV_ILN_63 GBV_ILN_65 GBV_ILN_69 GBV_ILN_70 GBV_ILN_73 GBV_ILN_90 GBV_ILN_95 GBV_ILN_100 GBV_ILN_105 GBV_ILN_110 GBV_ILN_138 GBV_ILN_151 GBV_ILN_152 GBV_ILN_161 GBV_ILN_187 GBV_ILN_206 GBV_ILN_213 GBV_ILN_230 GBV_ILN_250 GBV_ILN_281 GBV_ILN_285 GBV_ILN_293 GBV_ILN_370 GBV_ILN_602 GBV_ILN_647 GBV_ILN_702 GBV_ILN_2009 GBV_ILN_2014 GBV_ILN_2111 GBV_ILN_2129 GBV_ILN_4012 GBV_ILN_4037 GBV_ILN_4046 GBV_ILN_4112 GBV_ILN_4125 GBV_ILN_4126 GBV_ILN_4249 GBV_ILN_4305 GBV_ILN_4306 GBV_ILN_4307 GBV_ILN_4313 GBV_ILN_4322 GBV_ILN_4323 GBV_ILN_4324 GBV_ILN_4325 GBV_ILN_4326 GBV_ILN_4335 GBV_ILN_4338 GBV_ILN_4367 GBV_ILN_4700 AR 9 2019 1 04 01
spelling	10.1186/s40497-018-0139-x doi (DE-627)SPR036539694 (SPR)s40497-018-0139-x-e DE-627 ger DE-627 rakwb eng Wongnaa, Camillus Abawiera verfasserin (orcid)0000-0002-1310-551X aut Job creation and improved consumer health through commercialisation of tiger nut yoghurt: a willingness to pay analysis 2019 Text txt rdacontent Computermedien c rdamedia Online-Ressource cr rdacarrier © The Author(s). 2019 Abstract The study assessed consumers’ perception and willingness to pay for tiger nut yoghurt developed by Sanful (Pak J Nutr 6:755-758, 2009) in Ghana. It used cross-sectional data collected from 315 yoghurt consumers from five (5) communities in the Kumasi metropolis. Descriptive statistics, 3-point Likert scale, perception index and the tobit regression model were the analytical tools employed. The results showed that while consumers considered nutritional benefits as the most important attribute, they considered appearance as the least. The overall mean perception index was 0.67, indicating that consumers had a positive perception for tiger nut yoghurt. Even though the price of 500 ml of ‘normal’ yoghurt was Gh¢2.50 (US$0.57), consumers were willing to pay Gh¢3.50 (US$0.79) for the same volume. Finally, the results revealed that, consumers’ willingness to pay (WTP) for tiger nut yoghurt was influenced by age, sex, educational level, household size, monthly income and price of the product. The study concludes that Sanful’s tiger nut yoghurt has bright market prospects in the Kumasi metropolis and similar urban settings. Entrepreneurs, the unemployed and investors are therefore encouraged to consider a business in tiger nut yoghurt production even though there is also the need for a profitability analysis of tiger nut yoghurt production. In addition, there is the need to increase awareness and education on the nutritional and health benefits of tiger nut since education has a positive influence on consumers’ willingness to pay for the product. Attributes (dpeaa)DE-He213 Perception (dpeaa)DE-He213 Willingness to pay (dpeaa)DE-He213 Tiger nut yoghurt (dpeaa)DE-He213 Adams, Faizal aut Bannor, Richard Kwasi aut Awunyo-Vitor, Dadson aut Mahama, Isaac aut Osei, Bismark Afoakwa aut Owusu-Ansah, Yaw aut Ackon, Angelina aut Enthalten in Journal of Global Entrepreneurship Research Berlin : SpringerOpen, 2014 9(2019), 1 vom: 04. Jan. (DE-627)779400933 (DE-600)2758698-4 2251-7316 nnns volume:9 year:2019 number:1 day:04 month:01 https://dx.doi.org/10.1186/s40497-018-0139-x kostenfrei Volltext GBV_USEFLAG_A SYSFLAG_A GBV_SPRINGER GBV_ILN_11 GBV_ILN_20 GBV_ILN_22 GBV_ILN_23 GBV_ILN_24 GBV_ILN_26 GBV_ILN_31 GBV_ILN_39 GBV_ILN_40 GBV_ILN_60 GBV_ILN_62 GBV_ILN_63 GBV_ILN_65 GBV_ILN_69 GBV_ILN_70 GBV_ILN_73 GBV_ILN_90 GBV_ILN_95 GBV_ILN_100 GBV_ILN_105 GBV_ILN_110 GBV_ILN_138 GBV_ILN_151 GBV_ILN_152 GBV_ILN_161 GBV_ILN_187 GBV_ILN_206 GBV_ILN_213 GBV_ILN_230 GBV_ILN_250 GBV_ILN_281 GBV_ILN_285 GBV_ILN_293 GBV_ILN_370 GBV_ILN_602 GBV_ILN_647 GBV_ILN_702 GBV_ILN_2009 GBV_ILN_2014 GBV_ILN_2111 GBV_ILN_2129 GBV_ILN_4012 GBV_ILN_4037 GBV_ILN_4046 GBV_ILN_4112 GBV_ILN_4125 GBV_ILN_4126 GBV_ILN_4249 GBV_ILN_4305 GBV_ILN_4306 GBV_ILN_4307 GBV_ILN_4313 GBV_ILN_4322 GBV_ILN_4323 GBV_ILN_4324 GBV_ILN_4325 GBV_ILN_4326 GBV_ILN_4335 GBV_ILN_4338 GBV_ILN_4367 GBV_ILN_4700 AR 9 2019 1 04 01
allfields_unstemmed	10.1186/s40497-018-0139-x doi (DE-627)SPR036539694 (SPR)s40497-018-0139-x-e DE-627 ger DE-627 rakwb eng Wongnaa, Camillus Abawiera verfasserin (orcid)0000-0002-1310-551X aut Job creation and improved consumer health through commercialisation of tiger nut yoghurt: a willingness to pay analysis 2019 Text txt rdacontent Computermedien c rdamedia Online-Ressource cr rdacarrier © The Author(s). 2019 Abstract The study assessed consumers’ perception and willingness to pay for tiger nut yoghurt developed by Sanful (Pak J Nutr 6:755-758, 2009) in Ghana. It used cross-sectional data collected from 315 yoghurt consumers from five (5) communities in the Kumasi metropolis. Descriptive statistics, 3-point Likert scale, perception index and the tobit regression model were the analytical tools employed. The results showed that while consumers considered nutritional benefits as the most important attribute, they considered appearance as the least. The overall mean perception index was 0.67, indicating that consumers had a positive perception for tiger nut yoghurt. Even though the price of 500 ml of ‘normal’ yoghurt was Gh¢2.50 (US$0.57), consumers were willing to pay Gh¢3.50 (US$0.79) for the same volume. Finally, the results revealed that, consumers’ willingness to pay (WTP) for tiger nut yoghurt was influenced by age, sex, educational level, household size, monthly income and price of the product. The study concludes that Sanful’s tiger nut yoghurt has bright market prospects in the Kumasi metropolis and similar urban settings. Entrepreneurs, the unemployed and investors are therefore encouraged to consider a business in tiger nut yoghurt production even though there is also the need for a profitability analysis of tiger nut yoghurt production. In addition, there is the need to increase awareness and education on the nutritional and health benefits of tiger nut since education has a positive influence on consumers’ willingness to pay for the product. Attributes (dpeaa)DE-He213 Perception (dpeaa)DE-He213 Willingness to pay (dpeaa)DE-He213 Tiger nut yoghurt (dpeaa)DE-He213 Adams, Faizal aut Bannor, Richard Kwasi aut Awunyo-Vitor, Dadson aut Mahama, Isaac aut Osei, Bismark Afoakwa aut Owusu-Ansah, Yaw aut Ackon, Angelina aut Enthalten in Journal of Global Entrepreneurship Research Berlin : SpringerOpen, 2014 9(2019), 1 vom: 04. Jan. (DE-627)779400933 (DE-600)2758698-4 2251-7316 nnns volume:9 year:2019 number:1 day:04 month:01 https://dx.doi.org/10.1186/s40497-018-0139-x kostenfrei Volltext GBV_USEFLAG_A SYSFLAG_A GBV_SPRINGER GBV_ILN_11 GBV_ILN_20 GBV_ILN_22 GBV_ILN_23 GBV_ILN_24 GBV_ILN_26 GBV_ILN_31 GBV_ILN_39 GBV_ILN_40 GBV_ILN_60 GBV_ILN_62 GBV_ILN_63 GBV_ILN_65 GBV_ILN_69 GBV_ILN_70 GBV_ILN_73 GBV_ILN_90 GBV_ILN_95 GBV_ILN_100 GBV_ILN_105 GBV_ILN_110 GBV_ILN_138 GBV_ILN_151 GBV_ILN_152 GBV_ILN_161 GBV_ILN_187 GBV_ILN_206 GBV_ILN_213 GBV_ILN_230 GBV_ILN_250 GBV_ILN_281 GBV_ILN_285 GBV_ILN_293 GBV_ILN_370 GBV_ILN_602 GBV_ILN_647 GBV_ILN_702 GBV_ILN_2009 GBV_ILN_2014 GBV_ILN_2111 GBV_ILN_2129 GBV_ILN_4012 GBV_ILN_4037 GBV_ILN_4046 GBV_ILN_4112 GBV_ILN_4125 GBV_ILN_4126 GBV_ILN_4249 GBV_ILN_4305 GBV_ILN_4306 GBV_ILN_4307 GBV_ILN_4313 GBV_ILN_4322 GBV_ILN_4323 GBV_ILN_4324 GBV_ILN_4325 GBV_ILN_4326 GBV_ILN_4335 GBV_ILN_4338 GBV_ILN_4367 GBV_ILN_4700 AR 9 2019 1 04 01
allfieldsGer	10.1186/s40497-018-0139-x doi (DE-627)SPR036539694 (SPR)s40497-018-0139-x-e DE-627 ger DE-627 rakwb eng Wongnaa, Camillus Abawiera verfasserin (orcid)0000-0002-1310-551X aut Job creation and improved consumer health through commercialisation of tiger nut yoghurt: a willingness to pay analysis 2019 Text txt rdacontent Computermedien c rdamedia Online-Ressource cr rdacarrier © The Author(s). 2019 Abstract The study assessed consumers’ perception and willingness to pay for tiger nut yoghurt developed by Sanful (Pak J Nutr 6:755-758, 2009) in Ghana. It used cross-sectional data collected from 315 yoghurt consumers from five (5) communities in the Kumasi metropolis. Descriptive statistics, 3-point Likert scale, perception index and the tobit regression model were the analytical tools employed. The results showed that while consumers considered nutritional benefits as the most important attribute, they considered appearance as the least. The overall mean perception index was 0.67, indicating that consumers had a positive perception for tiger nut yoghurt. Even though the price of 500 ml of ‘normal’ yoghurt was Gh¢2.50 (US$0.57), consumers were willing to pay Gh¢3.50 (US$0.79) for the same volume. Finally, the results revealed that, consumers’ willingness to pay (WTP) for tiger nut yoghurt was influenced by age, sex, educational level, household size, monthly income and price of the product. The study concludes that Sanful’s tiger nut yoghurt has bright market prospects in the Kumasi metropolis and similar urban settings. Entrepreneurs, the unemployed and investors are therefore encouraged to consider a business in tiger nut yoghurt production even though there is also the need for a profitability analysis of tiger nut yoghurt production. In addition, there is the need to increase awareness and education on the nutritional and health benefits of tiger nut since education has a positive influence on consumers’ willingness to pay for the product. Attributes (dpeaa)DE-He213 Perception (dpeaa)DE-He213 Willingness to pay (dpeaa)DE-He213 Tiger nut yoghurt (dpeaa)DE-He213 Adams, Faizal aut Bannor, Richard Kwasi aut Awunyo-Vitor, Dadson aut Mahama, Isaac aut Osei, Bismark Afoakwa aut Owusu-Ansah, Yaw aut Ackon, Angelina aut Enthalten in Journal of Global Entrepreneurship Research Berlin : SpringerOpen, 2014 9(2019), 1 vom: 04. Jan. (DE-627)779400933 (DE-600)2758698-4 2251-7316 nnns volume:9 year:2019 number:1 day:04 month:01 https://dx.doi.org/10.1186/s40497-018-0139-x kostenfrei Volltext GBV_USEFLAG_A SYSFLAG_A GBV_SPRINGER GBV_ILN_11 GBV_ILN_20 GBV_ILN_22 GBV_ILN_23 GBV_ILN_24 GBV_ILN_26 GBV_ILN_31 GBV_ILN_39 GBV_ILN_40 GBV_ILN_60 GBV_ILN_62 GBV_ILN_63 GBV_ILN_65 GBV_ILN_69 GBV_ILN_70 GBV_ILN_73 GBV_ILN_90 GBV_ILN_95 GBV_ILN_100 GBV_ILN_105 GBV_ILN_110 GBV_ILN_138 GBV_ILN_151 GBV_ILN_152 GBV_ILN_161 GBV_ILN_187 GBV_ILN_206 GBV_ILN_213 GBV_ILN_230 GBV_ILN_250 GBV_ILN_281 GBV_ILN_285 GBV_ILN_293 GBV_ILN_370 GBV_ILN_602 GBV_ILN_647 GBV_ILN_702 GBV_ILN_2009 GBV_ILN_2014 GBV_ILN_2111 GBV_ILN_2129 GBV_ILN_4012 GBV_ILN_4037 GBV_ILN_4046 GBV_ILN_4112 GBV_ILN_4125 GBV_ILN_4126 GBV_ILN_4249 GBV_ILN_4305 GBV_ILN_4306 GBV_ILN_4307 GBV_ILN_4313 GBV_ILN_4322 GBV_ILN_4323 GBV_ILN_4324 GBV_ILN_4325 GBV_ILN_4326 GBV_ILN_4335 GBV_ILN_4338 GBV_ILN_4367 GBV_ILN_4700 AR 9 2019 1 04 01
allfieldsSound	10.1186/s40497-018-0139-x doi (DE-627)SPR036539694 (SPR)s40497-018-0139-x-e DE-627 ger DE-627 rakwb eng Wongnaa, Camillus Abawiera verfasserin (orcid)0000-0002-1310-551X aut Job creation and improved consumer health through commercialisation of tiger nut yoghurt: a willingness to pay analysis 2019 Text txt rdacontent Computermedien c rdamedia Online-Ressource cr rdacarrier © The Author(s). 2019 Abstract The study assessed consumers’ perception and willingness to pay for tiger nut yoghurt developed by Sanful (Pak J Nutr 6:755-758, 2009) in Ghana. It used cross-sectional data collected from 315 yoghurt consumers from five (5) communities in the Kumasi metropolis. Descriptive statistics, 3-point Likert scale, perception index and the tobit regression model were the analytical tools employed. The results showed that while consumers considered nutritional benefits as the most important attribute, they considered appearance as the least. The overall mean perception index was 0.67, indicating that consumers had a positive perception for tiger nut yoghurt. Even though the price of 500 ml of ‘normal’ yoghurt was Gh¢2.50 (US$0.57), consumers were willing to pay Gh¢3.50 (US$0.79) for the same volume. Finally, the results revealed that, consumers’ willingness to pay (WTP) for tiger nut yoghurt was influenced by age, sex, educational level, household size, monthly income and price of the product. The study concludes that Sanful’s tiger nut yoghurt has bright market prospects in the Kumasi metropolis and similar urban settings. Entrepreneurs, the unemployed and investors are therefore encouraged to consider a business in tiger nut yoghurt production even though there is also the need for a profitability analysis of tiger nut yoghurt production. In addition, there is the need to increase awareness and education on the nutritional and health benefits of tiger nut since education has a positive influence on consumers’ willingness to pay for the product. Attributes (dpeaa)DE-He213 Perception (dpeaa)DE-He213 Willingness to pay (dpeaa)DE-He213 Tiger nut yoghurt (dpeaa)DE-He213 Adams, Faizal aut Bannor, Richard Kwasi aut Awunyo-Vitor, Dadson aut Mahama, Isaac aut Osei, Bismark Afoakwa aut Owusu-Ansah, Yaw aut Ackon, Angelina aut Enthalten in Journal of Global Entrepreneurship Research Berlin : SpringerOpen, 2014 9(2019), 1 vom: 04. Jan. (DE-627)779400933 (DE-600)2758698-4 2251-7316 nnns volume:9 year:2019 number:1 day:04 month:01 https://dx.doi.org/10.1186/s40497-018-0139-x kostenfrei Volltext GBV_USEFLAG_A SYSFLAG_A GBV_SPRINGER GBV_ILN_11 GBV_ILN_20 GBV_ILN_22 GBV_ILN_23 GBV_ILN_24 GBV_ILN_26 GBV_ILN_31 GBV_ILN_39 GBV_ILN_40 GBV_ILN_60 GBV_ILN_62 GBV_ILN_63 GBV_ILN_65 GBV_ILN_69 GBV_ILN_70 GBV_ILN_73 GBV_ILN_90 GBV_ILN_95 GBV_ILN_100 GBV_ILN_105 GBV_ILN_110 GBV_ILN_138 GBV_ILN_151 GBV_ILN_152 GBV_ILN_161 GBV_ILN_187 GBV_ILN_206 GBV_ILN_213 GBV_ILN_230 GBV_ILN_250 GBV_ILN_281 GBV_ILN_285 GBV_ILN_293 GBV_ILN_370 GBV_ILN_602 GBV_ILN_647 GBV_ILN_702 GBV_ILN_2009 GBV_ILN_2014 GBV_ILN_2111 GBV_ILN_2129 GBV_ILN_4012 GBV_ILN_4037 GBV_ILN_4046 GBV_ILN_4112 GBV_ILN_4125 GBV_ILN_4126 GBV_ILN_4249 GBV_ILN_4305 GBV_ILN_4306 GBV_ILN_4307 GBV_ILN_4313 GBV_ILN_4322 GBV_ILN_4323 GBV_ILN_4324 GBV_ILN_4325 GBV_ILN_4326 GBV_ILN_4335 GBV_ILN_4338 GBV_ILN_4367 GBV_ILN_4700 AR 9 2019 1 04 01
language	English
source	Enthalten in Journal of Global Entrepreneurship Research 9(2019), 1 vom: 04. Jan. volume:9 year:2019 number:1 day:04 month:01
sourceStr	Enthalten in Journal of Global Entrepreneurship Research 9(2019), 1 vom: 04. Jan. volume:9 year:2019 number:1 day:04 month:01
format_phy_str_mv	Article
institution	findex.gbv.de
topic_facet	Attributes Perception Willingness to pay Tiger nut yoghurt
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container_title	Journal of Global Entrepreneurship Research
authorswithroles_txt_mv	Wongnaa, Camillus Abawiera @@aut@@ Adams, Faizal @@aut@@ Bannor, Richard Kwasi @@aut@@ Awunyo-Vitor, Dadson @@aut@@ Mahama, Isaac @@aut@@ Osei, Bismark Afoakwa @@aut@@ Owusu-Ansah, Yaw @@aut@@ Ackon, Angelina @@aut@@
publishDateDaySort_date	2019-01-04T00:00:00Z
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author	Wongnaa, Camillus Abawiera
spellingShingle	Wongnaa, Camillus Abawiera misc Attributes misc Perception misc Willingness to pay misc Tiger nut yoghurt Job creation and improved consumer health through commercialisation of tiger nut yoghurt: a willingness to pay analysis
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topic_title	Job creation and improved consumer health through commercialisation of tiger nut yoghurt: a willingness to pay analysis Attributes (dpeaa)DE-He213 Perception (dpeaa)DE-He213 Willingness to pay (dpeaa)DE-He213 Tiger nut yoghurt (dpeaa)DE-He213
topic	misc Attributes misc Perception misc Willingness to pay misc Tiger nut yoghurt
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title	Job creation and improved consumer health through commercialisation of tiger nut yoghurt: a willingness to pay analysis
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title_full	Job creation and improved consumer health through commercialisation of tiger nut yoghurt: a willingness to pay analysis
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author_browse	Wongnaa, Camillus Abawiera Adams, Faizal Bannor, Richard Kwasi Awunyo-Vitor, Dadson Mahama, Isaac Osei, Bismark Afoakwa Owusu-Ansah, Yaw Ackon, Angelina
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title_sort	job creation and improved consumer health through commercialisation of tiger nut yoghurt: a willingness to pay analysis
title_auth	Job creation and improved consumer health through commercialisation of tiger nut yoghurt: a willingness to pay analysis
abstract	Abstract The study assessed consumers’ perception and willingness to pay for tiger nut yoghurt developed by Sanful (Pak J Nutr 6:755-758, 2009) in Ghana. It used cross-sectional data collected from 315 yoghurt consumers from five (5) communities in the Kumasi metropolis. Descriptive statistics, 3-point Likert scale, perception index and the tobit regression model were the analytical tools employed. The results showed that while consumers considered nutritional benefits as the most important attribute, they considered appearance as the least. The overall mean perception index was 0.67, indicating that consumers had a positive perception for tiger nut yoghurt. Even though the price of 500 ml of ‘normal’ yoghurt was Gh¢2.50 (US$0.57), consumers were willing to pay Gh¢3.50 (US$0.79) for the same volume. Finally, the results revealed that, consumers’ willingness to pay (WTP) for tiger nut yoghurt was influenced by age, sex, educational level, household size, monthly income and price of the product. The study concludes that Sanful’s tiger nut yoghurt has bright market prospects in the Kumasi metropolis and similar urban settings. Entrepreneurs, the unemployed and investors are therefore encouraged to consider a business in tiger nut yoghurt production even though there is also the need for a profitability analysis of tiger nut yoghurt production. In addition, there is the need to increase awareness and education on the nutritional and health benefits of tiger nut since education has a positive influence on consumers’ willingness to pay for the product. © The Author(s). 2019
abstractGer	Abstract The study assessed consumers’ perception and willingness to pay for tiger nut yoghurt developed by Sanful (Pak J Nutr 6:755-758, 2009) in Ghana. It used cross-sectional data collected from 315 yoghurt consumers from five (5) communities in the Kumasi metropolis. Descriptive statistics, 3-point Likert scale, perception index and the tobit regression model were the analytical tools employed. The results showed that while consumers considered nutritional benefits as the most important attribute, they considered appearance as the least. The overall mean perception index was 0.67, indicating that consumers had a positive perception for tiger nut yoghurt. Even though the price of 500 ml of ‘normal’ yoghurt was Gh¢2.50 (US$0.57), consumers were willing to pay Gh¢3.50 (US$0.79) for the same volume. Finally, the results revealed that, consumers’ willingness to pay (WTP) for tiger nut yoghurt was influenced by age, sex, educational level, household size, monthly income and price of the product. The study concludes that Sanful’s tiger nut yoghurt has bright market prospects in the Kumasi metropolis and similar urban settings. Entrepreneurs, the unemployed and investors are therefore encouraged to consider a business in tiger nut yoghurt production even though there is also the need for a profitability analysis of tiger nut yoghurt production. In addition, there is the need to increase awareness and education on the nutritional and health benefits of tiger nut since education has a positive influence on consumers’ willingness to pay for the product. © The Author(s). 2019
abstract_unstemmed	Abstract The study assessed consumers’ perception and willingness to pay for tiger nut yoghurt developed by Sanful (Pak J Nutr 6:755-758, 2009) in Ghana. It used cross-sectional data collected from 315 yoghurt consumers from five (5) communities in the Kumasi metropolis. Descriptive statistics, 3-point Likert scale, perception index and the tobit regression model were the analytical tools employed. The results showed that while consumers considered nutritional benefits as the most important attribute, they considered appearance as the least. The overall mean perception index was 0.67, indicating that consumers had a positive perception for tiger nut yoghurt. Even though the price of 500 ml of ‘normal’ yoghurt was Gh¢2.50 (US$0.57), consumers were willing to pay Gh¢3.50 (US$0.79) for the same volume. Finally, the results revealed that, consumers’ willingness to pay (WTP) for tiger nut yoghurt was influenced by age, sex, educational level, household size, monthly income and price of the product. The study concludes that Sanful’s tiger nut yoghurt has bright market prospects in the Kumasi metropolis and similar urban settings. Entrepreneurs, the unemployed and investors are therefore encouraged to consider a business in tiger nut yoghurt production even though there is also the need for a profitability analysis of tiger nut yoghurt production. In addition, there is the need to increase awareness and education on the nutritional and health benefits of tiger nut since education has a positive influence on consumers’ willingness to pay for the product. © The Author(s). 2019
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title_short	Job creation and improved consumer health through commercialisation of tiger nut yoghurt: a willingness to pay analysis
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