DETERMINANTS OF CONSUMERS’ PREFERENCES FOR THE SOURCES OF SPICES IN GAUTENG PROVINCE, SOUTH AFRICA
Abstract
Spices are condiments for adding flavors to food and are traditionally utilized for some medicinal purposes. Their therapeutic, aromatic, and culinary characteristics have been widely explored by cosmetic, pharmaceutical, and food industries. However, very little is known about the factors that influence consumers’ choice of spices based on their origins. Therefore, this study analyzed the determinants of consumers’ preferences for the sources of spices in Gauteng province. Data was collected from 385 respondents using a structured questionnaire. Multinomial logit regression was employed for data analysis. The results of the study indicated that preferences for local and imported spices were significantly influenced (p < 0.05) by socio-economic factors such as marital status, household size, and gender. In addition, products’ attributes such as attractiveness, packaging, and availability in the market also significantly influenced (p < 0.05) preference for local and imported spices. Based on these findings, it was recommended that promotion of spices’ marketability must consider some important attributes along with consumers’ socio-economic characteristics.
Keywords
consumers; spices; preference; multinomial logit model
References
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Codjoe, S.N.A., Okutu, D., Abu, M. (2016). Urban household characteristics and dietary diversity: an analysis of food security in Ac-cra, Ghana. Food Nutr. Bull., 37(2), 202–218. https://doi.org/10.1177/0379572116631882
Confos, N., Davis, T. (2016). Young consumer-brand relationship building potential using digital marketing. Eur. J. Market., 50(11), 1993–2017. https://doi.org/10.1108/EJM-07-2015-0430
Czine, P., Török, Á., Pető, K., Horváth, P., Balogh, P. (2020). The impact of the food labeling and other factors on consumer prefer-ences using discrete choice modeling – The example of traditional pork sausage. Nutrients, 12(6), 1768. https://doi.org/10.3390/nu12061768
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Denver, S., Jensen, J.D. (2014). Consumer preferences for organically and locally produced apples. Food Qual. Pref., 31, 129–134. https://doi.org/10.1016/j.foodqual.2013.08.014
Djerv, S., Malla, Z. (2012). A Qualitative study of the drivers of brand preferences in the Swedish smartphone market. Retrieved from: http://www.diva-portal.org/smash/record.jsf?pid=diva2%3A534392&dswid=-1342
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Gelici‐Zeko, M.M., Lutters, D., ten Klooster, R., Weijzen, P.L.G. (2013). Studying the influence of packaging design on consumer perceptions (of dairy products) using categorizing and perceptual mapping. Pack. Technol. Sci., 26(4), 215–228. https://doi.org/10.1002/pts.1977
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Jiang, T.A. (2019). Health benefits of culinary herbs and spices. J. AOAC Int., 102(2), 395–411. https://doi.org/10.5740/jaoacint.18-0418
Kodali, S., Telaprolu, N. (2018). Food label and its influence on consumer buying behavior: a review of research studies. International Journal of Science and Research (IJSR), 7(6), 386–390. 10.21275/ART20182842
Kumar, V. (2020). Seven spices of India-from kitchen to clinic. J. Ethnic Foods, 7(1). http://dx.doi.org/10.1186/s42779-020-00058-0
Latiff, Z.A.B., Ayob, M.A. (2017). Preference of Consumer toward imported rice and local rice in Kelantan. Inform. Sci.: Int. J. Comm. Dev. Manag. Stud., 1, 73–83. Retrieved from: http://ijcdms.org/Volume01/v1p073-083Latiff4089.pdf
Lautiainen, T. (2015). Factors affecting consumers’ buying decision in the selection of a coffee brand. Retrieved from: https://core.ac.uk/download/pdf/38124382.pdf
Martinho, V.J.P.D. (2020). Food marketing as a special ingredient in consumer choices: the main insights from existing literature. Foods, 9(11), 1651. https://doi.org/10.3390/foods9111651
Massaglia, S., Borra, D., Peano, C., Sottile, F., Merlino, V.M. (2019). Consumer preference heterogeneity evaluation in fruit and vege-table purchasing decisions using the best–worst approach. Foods, 8(7), 266. https://doi.org/10.3390/foods8070266
McKinnon, L. (2014). Household size: An overlooked confounder when considering inequalities in food choice. Aust. NZ J. Publ. Heal., 38(2), pp. 196–197. https://doi.org/10.1111/1753-6405.12197
Muça, E., Kapaj, A., Sulo, R., Hodaj, N. (2016). Factors influencing Albanian consumer preferences for standardized olive oil. Appl. Stud. Agribus. Comm., 10(4–5), 131–136. https://ageconsearch.umn.edu/record/257169/
Nguyen, L., Duong, L.T., Mentreddy, R.S. (2019). The U.S. import demand for spices by differentiated sources. J. Appl. Res. Med. Aromat. Plant., 12, 13–20. https://doi.org/10.1016/j.jarmap.2018.12.001
Nhamo, L., Rwizi, L., Mpandeli, S., Botai, J., Magidi, J., Tazvinga, H., Sobratee, N., Liphadzi, S., Naidoo, D., Modi, A.T., Slotow, R. (2021). Urban nexus and transformative pathways towards a resilient Gauteng City-Region, South Africa. Cities, 116, p.103266. https://doi.org/10.1016/j.cities.2021.103266
Oelofse, S., Muswema, A., Ramukhwatho, F. (2018). Household food waste disposal in South Africa: A case study of Johannesburg and Ekurhuleni. South Afr. J. Sci., 114(5–6),
1–6. http://dx.doi.org/10.17159/sajs.2018/20170284
Ogunleke, A.O. (2020). Households’ consumption and quality perceptions of local (ofada) rice in South-West Nigeria (Doctoral disser-tation).
Parcell, J.L., Gedikoglu, H. (2012). Consumer preference variation between domestic and imported food. http://dx.doi.org/10.22004/ag.econ.124183
Paur, I., Carlsen, M.H., Halvorsen, B.L., Blomhoff, R. (2011). Antioxidants in Herbs and Spices: Roles in Oxidative Stress and Redox Signaling–PubMed.
Piao, S.Y., Li, Z.R., Sun, Y.C., Lee, J.I., Amanor, Y.E. (2020). Analysis of the factors influencing consumers’ preferences for rice: locally produced versus the imported in the Ga East municipality of the greater Accra region of Ghana. https://doi.org/10.22698/jales.20200016
Pícha, K., Navrátil, J., Švec, R. (2018). Preference to local food vs. Preference to “national” and regional food. J. Food Prod. Market., 24(2), 125–145. https://doi.org/10.
1080/10454446.2016.1266549
Profeta, A., Hamm, U. (2019). Do consumers care about local feedstuffs in local food? Results from a German consumer study. NJAS-Wagen. J. Life Sci., 88, 21–30. https://doi.org/10.1016/j.njas.2018.12.003
Rafique, I., Saqib, M.A.N., Murad, N., Munir, M.K., Khan, A., Irshad, R., Rahat, T., Naz, S. (2020). Adherence to Pakistan dietary guidelines – Findings from major cities of Pakistan, https://doi.org/10.1101/2020.07.06.20147017
Ramya, N.A.S.A.M., Ali, S.M. (2016). Factors affecting consumer buying behavior. Int. J. Appl. Res., 2(10), 76–80. https://www.researchgate.net/publication/316429866_Factors_affecting_consumer_buying_behavior
Saba, A., Moneta, E., Peparaio, M., Sinesio, F., Vassallo, M., Paoletti, F. (2018). Towards a multi-dimensional concept of vegetable freshness from the consumer’s perspective. Food Qual. Pref., 66, 1–12. https://doi.org/10.1016/j.foodqual.2017.12.008
Seligman, H.K., Berkowitz, S.A. (2019). Aligning Programs and Policies to Support Food Security and Public Health Goals in the United States. Ann. Rev. Pub. Heal., 40, 319–356. https://doi.org/10.1146/annurev-publhealth-040218-044132
Skallerud, K., Wien, A.H. (2019). Preference for local food as a matter of helping behaviour: Insights from Norway. J. Rural Stud., 67, 79–88. https://doi.org/10.1016/j.jrurstud.2019.02.020
SSA (Statistics South Africa). (2017). Mortality and causes of death in South Africa: findings from death notification. Statistics South Africa. https://www.statssa.gov.za/publications/P03093/P030932017.pdf
Steenis, N.D., van Herpen, E., van der Lans, I.A., Ligthart, T.N., van Trijp, H.C. (2017). Consumer response to packaging design: The role of packaging materials and graphics in sustainability perceptions and product evaluations. J. Clean. Prod., 162, 286–298. https://doi.org/10.1016/j.jclepro.2017.06.036
Udomkun, P., Ilukor, J., Mockshell, J., Mujawamariya, G., Okafor, C., Bullock, R., Nabahungu, N.L., Vanlauwe, B. (2018). What are the key factors influencing consumers’ preference and willingness to pay for meat products in Eastern DRC? Food Sci. Nutr., 6(8), 2321–2336. https://doi.org/10.1002/fsn3.813
Uhunamure, S.E., Kom, Z., Shale, K., Nethengwe, N.S., Steyn, J. (2021). Perceptions of Smallholder Farmers towards Organic Farm-ing in South Africa. Agriculture, 11(11), 1157. https://doi.org/10.3390/agriculture11111157
Ushiama, S., Vingerhoeds, M.H., Kanemura, M., Kaneko, D., De Wijk, R.A. (2021). Some insights into the development of food and brand familiarity: The case of soy sauce in the Netherlands. Food Res. Int., 142, 110200. https://doi.org/10.1016/j.foodres.2021.110200
Tung, O.J.L. (2016). Organic food certification in South Africa: A private sector mechanism in need of state regulation? Potchefstroom Electronic Law Journal/Potchefstroomse Elektroniese Regsblad, 19(1). http://dx.doi.org/10.17159/1727-3781/2016/v19n0a584
Vainikka, B. (2015). Psychological factors influencing consumer behaviour.
Vinther, J.L., Conklin, A.I., Wareham, N.J., Monsivais, P. (2016). Marital transitions and associated changes in fruit and vegetable intake: Findings from the population-based prospective EPIC-Norfolk cohort, UK. Soc. Sci. Med., 157, 120–126. https://doi.org/10.1016/j.socscimed.2016.04.004
Vorage, L., Wiseman, N., Graca, J., Harris, N. (2020). The association of demographic characteristics and food choice motives with the consumption of functional foods in emerging adults. Nutrients, 12(9), 2582. https://doi.org/10.3390/nu12092582
Wekeza, S.V., Sibanda, M. (2019). Factors influencing consumer purchase intentions of organically grown products in shelly centre, port shepstone, South Africa. Int. J. Env. Res. Publ. Heal., 16(6), 956. https://doi.org/10.3390/ijerph16060956
Wyrwa, J., Barska, A. (2017). Packaging as a source of information about food products. Proc. Eng., 182, 770–779. https://doi.org/10.1016/j.proeng.2017.03.199
Yang, S.H., Panjaitan, B.P. (2021). A multi-country comparison of consumers’ preferences for imported fruits and vegetables. Horti-culturae, 7(12), 578. https://doi.org/10.3390/horticulturae7120578
Asakura, K., Todoriki, H. and Sasaki, S. (2017). Relationship between nutrition knowledge and dietary intake among primary school children in Japan: Combined effect of children’s and their guardians’ knowledge. J. Epidemiol., 27(10), 483–491. https://doi.org/10.1016/j.je.2016.09.014
Asowata-Ayodele, A.M., Afolayan, A.J., Otunola, G.A. (2016). Ethnobotanical survey of culinary herbs and spices used in the tradi-tional medicinal system of Nkonkobe Municipality, Eastern Cape, South Africa. South Afr. J. Bot., 104, 69–75. https://doi.org/10.1016/j.sajb.2016.01.001
Bryła, P. (2021). The impact of consumer Schwartz values and regulatory focus on the willingness to pay a price premium for domestic food products: Gender differences. Energies, 14(19), 6198. https://doi.org/10.3390/en14196198
Burger, K.S., Cornier, M.A., Ingebrigtsen, J., Johnson, S.L. (2011). Assessing food appeal and desire to eat: the effects of portion size & energy density. Int. J. Behav. Nutr. Physic. Activit., 8(1), 1–9. https://doi.org/10.1186/1479-5868-8-101
Codjoe, S.N.A., Okutu, D., Abu, M. (2016). Urban household characteristics and dietary diversity: an analysis of food security in Ac-cra, Ghana. Food Nutr. Bull., 37(2), 202–218. https://doi.org/10.1177/0379572116631882
Confos, N., Davis, T. (2016). Young consumer-brand relationship building potential using digital marketing. Eur. J. Market., 50(11), 1993–2017. https://doi.org/10.1108/EJM-07-2015-0430
Czine, P., Török, Á., Pető, K., Horváth, P., Balogh, P. (2020). The impact of the food labeling and other factors on consumer prefer-ences using discrete choice modeling – The example of traditional pork sausage. Nutrients, 12(6), 1768. https://doi.org/10.3390/nu12061768
Darby, K., Batte, M.T., Ernst, S.C., Roe, B.E. (2006). Willingness to pay for locally produced foods: A customer intercept study of direct market and grocery store shoppers (No. 379-2016-21958). 10.22004/ag.econ.21336
Denver, S., Jensen, J.D. (2014). Consumer preferences for organically and locally produced apples. Food Qual. Pref., 31, 129–134. https://doi.org/10.1016/j.foodqual.2013.08.014
Djerv, S., Malla, Z. (2012). A Qualitative study of the drivers of brand preferences in the Swedish smartphone market. Retrieved from: http://www.diva-portal.org/smash/record.jsf?pid=diva2%3A534392&dswid=-1342
Ehiakpor, D., Apumbora, J., Danso-Abbeam, G., Adzawla, W. (2017). Households’ preference for local rice in the Upper East region, Ghana. Adv. Agric., 1, 1–9. https://doi.org/10.1155/2017/1812975
El-Sayed, S.M. and Youssef, A.M. (2019). Potential application of herbs and spices and their effects in functional dairy products. Heli-yon, 5(6), p.e 01989. https://doi.org/10.1016/j.heliyon.2019.e01989
Gelici‐Zeko, M.M., Lutters, D., ten Klooster, R., Weijzen, P.L.G. (2013). Studying the influence of packaging design on consumer perceptions (of dairy products) using categorizing and perceptual mapping. Pack. Technol. Sci., 26(4), 215–228. https://doi.org/10.1002/pts.1977
Gurbuz, E. (2018). Theory of new product development and its applications. Marketing, 57–75. http://dx.doi.org/10.5772/intechopen.74527
Haapala, I., Prättälä, R., Patja, K., Männikkö, R., Hassinen, M., Komulainen, P., Rauramaa, R. (2012). Age, marital status and changes in dietary habits in later life: a 21-year follow-up among Finnish women. Public Health Nutr., 15(7), 1174–1181. https://doi.org/10.1017/S1368980012000602
Ikonen, I., Sotgiu, F., Aydinli, A., Verlegh, P.W. (2020). Consumer effects of front-of-package nutrition labeling: An interdisciplinary meta-analysis. J. Acad. Market. Sci., 48(3), 360–383. Retrieved from: https://link.springer.com/article/10.1007/s11747-019-00663-9
Jensen, J.D., Christensen, T., Denver, S., Ditlevsen, K., Lassen, J., Teuber, R. (2019). Heterogeneity in consumers’ perceptions and demand for local (organic) food products. Food Qual. Pref., 73, 255–265. https://doi.org/10.1016/j.foodqual.2018.11.002
Jiang, T.A. (2019). Health benefits of culinary herbs and spices. J. AOAC Int., 102(2), 395–411. https://doi.org/10.5740/jaoacint.18-0418
Kodali, S., Telaprolu, N. (2018). Food label and its influence on consumer buying behavior: a review of research studies. International Journal of Science and Research (IJSR), 7(6), 386–390. 10.21275/ART20182842
Kumar, V. (2020). Seven spices of India-from kitchen to clinic. J. Ethnic Foods, 7(1). http://dx.doi.org/10.1186/s42779-020-00058-0
Latiff, Z.A.B., Ayob, M.A. (2017). Preference of Consumer toward imported rice and local rice in Kelantan. Inform. Sci.: Int. J. Comm. Dev. Manag. Stud., 1, 73–83. Retrieved from: http://ijcdms.org/Volume01/v1p073-083Latiff4089.pdf
Lautiainen, T. (2015). Factors affecting consumers’ buying decision in the selection of a coffee brand. Retrieved from: https://core.ac.uk/download/pdf/38124382.pdf
Martinho, V.J.P.D. (2020). Food marketing as a special ingredient in consumer choices: the main insights from existing literature. Foods, 9(11), 1651. https://doi.org/10.3390/foods9111651
Massaglia, S., Borra, D., Peano, C., Sottile, F., Merlino, V.M. (2019). Consumer preference heterogeneity evaluation in fruit and vege-table purchasing decisions using the best–worst approach. Foods, 8(7), 266. https://doi.org/10.3390/foods8070266
McKinnon, L. (2014). Household size: An overlooked confounder when considering inequalities in food choice. Aust. NZ J. Publ. Heal., 38(2), pp. 196–197. https://doi.org/10.1111/1753-6405.12197
Muça, E., Kapaj, A., Sulo, R., Hodaj, N. (2016). Factors influencing Albanian consumer preferences for standardized olive oil. Appl. Stud. Agribus. Comm., 10(4–5), 131–136. https://ageconsearch.umn.edu/record/257169/
Nguyen, L., Duong, L.T., Mentreddy, R.S. (2019). The U.S. import demand for spices by differentiated sources. J. Appl. Res. Med. Aromat. Plant., 12, 13–20. https://doi.org/10.1016/j.jarmap.2018.12.001
Nhamo, L., Rwizi, L., Mpandeli, S., Botai, J., Magidi, J., Tazvinga, H., Sobratee, N., Liphadzi, S., Naidoo, D., Modi, A.T., Slotow, R. (2021). Urban nexus and transformative pathways towards a resilient Gauteng City-Region, South Africa. Cities, 116, p.103266. https://doi.org/10.1016/j.cities.2021.103266
Oelofse, S., Muswema, A., Ramukhwatho, F. (2018). Household food waste disposal in South Africa: A case study of Johannesburg and Ekurhuleni. South Afr. J. Sci., 114(5–6),
1–6. http://dx.doi.org/10.17159/sajs.2018/20170284
Ogunleke, A.O. (2020). Households’ consumption and quality perceptions of local (ofada) rice in South-West Nigeria (Doctoral disser-tation).
Parcell, J.L., Gedikoglu, H. (2012). Consumer preference variation between domestic and imported food. http://dx.doi.org/10.22004/ag.econ.124183
Paur, I., Carlsen, M.H., Halvorsen, B.L., Blomhoff, R. (2011). Antioxidants in Herbs and Spices: Roles in Oxidative Stress and Redox Signaling–PubMed.
Piao, S.Y., Li, Z.R., Sun, Y.C., Lee, J.I., Amanor, Y.E. (2020). Analysis of the factors influencing consumers’ preferences for rice: locally produced versus the imported in the Ga East municipality of the greater Accra region of Ghana. https://doi.org/10.22698/jales.20200016
Pícha, K., Navrátil, J., Švec, R. (2018). Preference to local food vs. Preference to “national” and regional food. J. Food Prod. Market., 24(2), 125–145. https://doi.org/10.
1080/10454446.2016.1266549
Profeta, A., Hamm, U. (2019). Do consumers care about local feedstuffs in local food? Results from a German consumer study. NJAS-Wagen. J. Life Sci., 88, 21–30. https://doi.org/10.1016/j.njas.2018.12.003
Rafique, I., Saqib, M.A.N., Murad, N., Munir, M.K., Khan, A., Irshad, R., Rahat, T., Naz, S. (2020). Adherence to Pakistan dietary guidelines – Findings from major cities of Pakistan, https://doi.org/10.1101/2020.07.06.20147017
Ramya, N.A.S.A.M., Ali, S.M. (2016). Factors affecting consumer buying behavior. Int. J. Appl. Res., 2(10), 76–80. https://www.researchgate.net/publication/316429866_Factors_affecting_consumer_buying_behavior
Saba, A., Moneta, E., Peparaio, M., Sinesio, F., Vassallo, M., Paoletti, F. (2018). Towards a multi-dimensional concept of vegetable freshness from the consumer’s perspective. Food Qual. Pref., 66, 1–12. https://doi.org/10.1016/j.foodqual.2017.12.008
Seligman, H.K., Berkowitz, S.A. (2019). Aligning Programs and Policies to Support Food Security and Public Health Goals in the United States. Ann. Rev. Pub. Heal., 40, 319–356. https://doi.org/10.1146/annurev-publhealth-040218-044132
Skallerud, K., Wien, A.H. (2019). Preference for local food as a matter of helping behaviour: Insights from Norway. J. Rural Stud., 67, 79–88. https://doi.org/10.1016/j.jrurstud.2019.02.020
SSA (Statistics South Africa). (2017). Mortality and causes of death in South Africa: findings from death notification. Statistics South Africa. https://www.statssa.gov.za/publications/P03093/P030932017.pdf
Steenis, N.D., van Herpen, E., van der Lans, I.A., Ligthart, T.N., van Trijp, H.C. (2017). Consumer response to packaging design: The role of packaging materials and graphics in sustainability perceptions and product evaluations. J. Clean. Prod., 162, 286–298. https://doi.org/10.1016/j.jclepro.2017.06.036
Udomkun, P., Ilukor, J., Mockshell, J., Mujawamariya, G., Okafor, C., Bullock, R., Nabahungu, N.L., Vanlauwe, B. (2018). What are the key factors influencing consumers’ preference and willingness to pay for meat products in Eastern DRC? Food Sci. Nutr., 6(8), 2321–2336. https://doi.org/10.1002/fsn3.813
Uhunamure, S.E., Kom, Z., Shale, K., Nethengwe, N.S., Steyn, J. (2021). Perceptions of Smallholder Farmers towards Organic Farm-ing in South Africa. Agriculture, 11(11), 1157. https://doi.org/10.3390/agriculture11111157
Ushiama, S., Vingerhoeds, M.H., Kanemura, M., Kaneko, D., De Wijk, R.A. (2021). Some insights into the development of food and brand familiarity: The case of soy sauce in the Netherlands. Food Res. Int., 142, 110200. https://doi.org/10.1016/j.foodres.2021.110200
Tung, O.J.L. (2016). Organic food certification in South Africa: A private sector mechanism in need of state regulation? Potchefstroom Electronic Law Journal/Potchefstroomse Elektroniese Regsblad, 19(1). http://dx.doi.org/10.17159/1727-3781/2016/v19n0a584
Vainikka, B. (2015). Psychological factors influencing consumer behaviour.
Vinther, J.L., Conklin, A.I., Wareham, N.J., Monsivais, P. (2016). Marital transitions and associated changes in fruit and vegetable intake: Findings from the population-based prospective EPIC-Norfolk cohort, UK. Soc. Sci. Med., 157, 120–126. https://doi.org/10.1016/j.socscimed.2016.04.004
Vorage, L., Wiseman, N., Graca, J., Harris, N. (2020). The association of demographic characteristics and food choice motives with the consumption of functional foods in emerging adults. Nutrients, 12(9), 2582. https://doi.org/10.3390/nu12092582
Wekeza, S.V., Sibanda, M. (2019). Factors influencing consumer purchase intentions of organically grown products in shelly centre, port shepstone, South Africa. Int. J. Env. Res. Publ. Heal., 16(6), 956. https://doi.org/10.3390/ijerph16060956
Wyrwa, J., Barska, A. (2017). Packaging as a source of information about food products. Proc. Eng., 182, 770–779. https://doi.org/10.1016/j.proeng.2017.03.199
Yang, S.H., Panjaitan, B.P. (2021). A multi-country comparison of consumers’ preferences for imported fruits and vegetables. Horti-culturae, 7(12), 578. https://doi.org/10.3390/horticulturae7120578
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Kananelo Mphafi
Agricultural Research Council, South Africa South Africa
Agricultural Research Council, South Africa South Africa
Abayomi Samuel Oyekale
asoyekale@gmail.com
North-West University South Africa
https://orcid.org/0000-0001-8030-8950
North-West University South Africa
https://orcid.org/0000-0001-8030-8950
Portia Ndou
3Agricultural Research Council, Pretoria South Africa
3Agricultural Research Council, Pretoria South Africa
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