Attribute preferences and willingness to pay for fortified cereal foods in Botswana

Studies conducted in the early 1990s by the Ministry of Health in Botswana among children and women of childbearing age revealed widespread malnutrition problems in that country. Fortification of food is viewed as a means of overcoming some of the problems associated with poor nutrition. This study analyses the market for fortified cereal foods in Botswana. The specific objectives of the study are to: (1) determine the importance of various product attributes of cereal products in influencing the purchasing decision of consumers in Botswana, (2) assess the willingness of consumers in Botswana to pay for fortified cereal foods, and (3) develop recommendations to guide private strategy and public policy for fortification in Botswana. The study is based on primary data collected from 452 consumers in Gaborone and the south-east administrative districts using a clustered sampling approach. Results show that, for consumers, the most important attributes, listed in order of importance, were product brand, product quality, price, colour/appearance and nutritional value. Consumers knew little about fortified foods. There is a close correlation between residential area and knowledge about fortified foods, with rural residents having the least knowledge. Willingness to pay for fortified milled products was very low among consumers owing to limited knowledge about fortification and its benefits. The segment-target-position (STP) framework is used to develop strategic recommendations for a market-led fortification programme.