Brouwer - Batata-doce de Polpa Alaranjada.pdf

Batata-doce

1. CONSUMERS’
MOTIVATIONS FOR OFSP
ADOPTION IN MAPUTO
CITY MOZAMBIQUE AND
THE IMPLICATIONS FOR
FUTURE MARKETING
STRATEGIES
Roland Brouwer, CIP-SSA

2. 2
•Maputo is the capital of Mozambique with
1.1 million inhabitants [15]
•87% of its population is food insecure [8]
•(OF)SP can contribute to the resolution of
food and nutrition insecurity
Introduction and problem statement
CONSUMERS’ MOTIVATIONS FOR
OFSP ADOPTION
•OFSP marketed with emphasis on VAD and young children
•Between 2014 and 2017 the percentage eating OFSP
throughout the year and/or seasonally increased from 69% to
90% [16]
•The percentage using it to feed young children decreased
from 44% to 31% [16]
•If they don’t give it to their children, why do people buy and
eat OFSP?

3. 3
Healthy diets 1: Food system and
environment
CONSUMERS’ MOTIVATIONS FOR
OFSP ADOPTION
•Key words: Access, availability, convenience, affordability,
acceptability [18]
•Supply chain, retail network,
recipes [19, 20, 26]
•In Maputo
•OFSP is available but
often sold mixed with
white fleshed roots [22]
•(OF)SP sold at roadsides,
markets, shops, farm
gate.

4. 4
•Different segments in a society emphasize different aspects in
a commodity
•Individual/demography/psychology
[23,31,37]
•Roles and role models (e.g., gender) [38]
•Promotion of behavioral change
•Communication [23]
•Appeal to a perceived need that certain
to a specific segment in society [36]
•Nudges to behavioral change (social and
commercial marketing approaches) [53]
•Conviction that by behavior change one
can improve
CONSUMERS’ MOTIVATIONS FOR
OFSP ADOPTION
Health diets 2: Individual

5. 5
Maslow’s hierarchy of needs
•Three groups of needs
subdivided in five [56]
•Needs are met in an order
from basic to self-fulfillment
•Model has been duly
criticized as too limited and
narrow-minded [57-59,61]
•It is widely used to
understand consumer
behavior [60,62-64]
CONSUMERS’ MOTIVATIONS FOR
OFSP ADOPTION
https://www.simplypsychology.org/maslow.html

6. 6
•Different people have different roles (identities), tasks and
different needs with gender being the most persistent and
profound social division [19,42]
•Different segments of societies emphasize different aspects
in a commodity [39]
“Hypothesis”
•Women’s role as caretakers will make them emphasize the
satisfaction by OFSP of physical and psychological needs
whereas the men in their role as heads of the household and
breadwinners will connect OFSP with bodily strength and self-
fulfillment.
Key points and working hypothesis
CONSUMERS’ MOTIVATIONS FOR
OFSP ADOPTION

7. 7
Method and study area
•Research area:
•Maputo with 7 “urban districts” whereof the old colonial
center (DU1) is the wealthiest [15,73]
By Maximilian Dörrbecker(Chumwa) -Own work using:
OpenStreetMap data, CC BY-SA 2.0,
https://commons.wikimedia.org/w/index.php?curid=66222111
•Coastal area with bimodal
climate; farming in
surrounding districts rainfed
•Method
•Questionnaire
•255 randomly selected
pedestrians at 11 locations
within DU1 and 1 in DU2
CONSUMERS’ MOTIVATIONS FOR
OFSP ADOPTION

8. 8
Area of
residence
Highest completed level of
education
Occupation
FMAll FM All
Inside Maputo City
DU136%None 1%0%1%Student 47%30%39%
DU2 7%Can read and write0%1%0%Civil servant5%11% 8%
DU317%Primary 24%22%23%Employee23%37%30%
DU413%Secondary general53%50%52%Self-empld9%12%11%
DU5 7%Secondary technical9%7%8%Trader 1%4% 2%
DU6 2%BSc or higher 12%21%16%Not work.15%5%10%
Outside18%
Valid n255 139116255 137113250
Result 1: Sample descriptors
•Area of residence skewed towards DU1
•Significantly less women are economically active
•Three-quarters of the sample is younger than 31 years
CONSUMERS’ MOTIVATIONS FOR
OFSP ADOPTION

9. 9
Result 2: Gender roles in the household
•Stated gender roles in the respondents’ households are
“traditional” (consistent with labor participation)
•But: 40% of the men said that they bought sweetpotato
Clean (the
house)
Buy foodPrepare
food
Take care of
the younger
children
Contribute
money
All (n=255) Always Always AlwaysSometimes Always
Female (n=139) Always Always AlwaysSometimesSometimes
Male(n=116) SometimesSometimesSometimes Never Always
P (Mann-Whitney) 0.0000 0.0000 0.0000 0.0003 0.0000
Median scores on three-points scale: “Never”, “Sometimes”, and “Always”
Question: Are you never/sometimes/always responsible for:
CONSUMERS’ MOTIVATIONS FOR
OFSP ADOPTION

10. 10
Outlet Frequency Criterion (median score)
Bought Preferred Ambiance Location Efficient Low price Safe, no pickpocket Clean Quality products Meeting friends
N=136
% %n Median values
Roadside 72%26%363 553.54* 3 5 2
Market 92%63%854 55 3 3* 3 4 3
Supermarket14%2%35 55 4 5 5 5 4
Out of town28%9%124 454.55* 34.51
1-Disagree completely -5 -Agree completely (Median test 3 samples)
Result 3: Frequented and preferred outlets
•People buy most at small-scale (informal) retailers
CONSUMERS’ MOTIVATIONS FOR
OFSP ADOPTION

11. 11
0%
10%
20%
30%
40%
50%
0%
20%
40%
60%
80%
100%
Sources of information
Knew about OFSP (N=199) % of N Ate OFSP during the last 6 months (N=135) % of knowing
Chose to eat OFSP % of eating
Result 4: Sources of information OFSP
consumption
•The most important sources of information are family
and friends (76%), TV (65%) and retailers (48%)
•Health services were mentioned by 14%
•Source does not influence the percentage eating OFSP

12. 12
6533%
199
100
%
Result 5: Possible responses to knowing
about OFSP
Respondents having heard about OFSP may either not
eat it, eat it by chance, or by choice
Response N %
Rejects 64 32%
Eacts by chance 71 36%
Eats by choice 65 33%
All 199100%

13. 13
Result 6: Motives for rejecting OFSP
Stats
(n=64)
Not a
good
taste
Very
watery
Food
for
babies
Food
for sick
people
OFSP is
not
healthy
It is not
available
Median 2 3 4 4.5 1 3
“Rejectors”
•Represent about 1/3 of people knowing about OFSP
•Have a slightly negative perception of taste (lingering
effect?)
•Associate OFSP with food for babies and sick people
•Strongly disagree that OFSP is not healthy
1-Disagree completely –5-Agree completely
CONSUMERS’ MOTIVATIONS FOR
OFSP ADOPTION

14. 14
Stats
I eat OFSP because it has a good taste I eat OFSP because it increases my muscle mass I eat OFSP because it improves my physical appearance I eat OFSP to avoid lack of vitamins I give OFSP to my child to avoid VAD I buy OFSP because it has a good quality price relation I eat OFSP because persons I admire do so as well
LifestyleHedon. Active ConservativeValueMem.
1-Disagree completely –5-Agree completely
All (n=134)5 3 3 5 5 3 1
Choice (64)5 3 3 5 5 4 1
Fem (n=40) 5 3** 3 5** 5 4 1
Male (n=24)5 5** 3 5** 5 5 2
Mann-Whit.0.6970.0470.7070.0440.3350.8600.198
Result 7: Lifestyle core values and OFSP
CONSUMERS’ MOTIVATIONS FOR
OFSP ADOPTION

15. 15
Result 8: Maslow’s hierarchy and OFSP
Stats
OFSP is a cheap food that fills one’s stomach well OFSP is a healthy food that increases my strengths Serving OFSP to my family is a sign of my love to them Eating OFSP with my family is an expression of the love that exists among us Consuming OFSP shows that I know what healthy food is Eating OFSP is good for the physics of my body, defining it as I want it to be
Basic Psychological Self-fulfill.
1-Disagree completely –5-Agree completely
Doesn’t eat (64)5 5 3 5 4 3
Eats (n=134) 5 5 4 5 4 3
Chance (n=71)5 5 3 5 4** 3***
Choice (n=63)5 5 4 5 5** 4***
Female (n=39)5 5 3** 4*** 5 3
Male (n=24) 5 5 5** 5*** 5 4.5
CONSUMERS’ MOTIVATIONS FOR
OFSP ADOPTION

16. 16
Discussion: Results confirm earlier studies
•OFSP is widely known (78%) and eaten (53%) [16].
•More women and higher educated eat OFSP [38].
•The division of household responsibilities is traditional
[42] but both genders buy sweetpotato.
•Respondents prefer traditional outlets [8, 21, 22].
•Retail is important source of information [19].
•Haley [39] and Maslow [56] provide useful tools:
•OFSP appeals most to hedonistic and conservative
lifestyle segments [39].
•Those who eat OFSP by choice agree significantly
stronger that it contributes to esteem and to self-
realization [56].
CONSUMERS’ MOTIVATIONS FOR
OFSP ADOPTION

17. 17
Conclusions:
•Maputo consumers buy OFSP from small-scale retailers
•Retailers are a key source of information about OFSP
•People knowing OFSP can: reject, eat by chance or by
choice
•“Rejectors” (1/3) associate OFSP with food for babies
(wrong segment) or disease (negative nudge)
•“Adopters”
•Have a conservative lifestyle (protection)
•Are egoistically motivated
•Use OFSP to meet self-fulfillment and esteem needs
•Gender is important for muscle mass but not for
physical and psychological needs
CONSUMERS’ MOTIVATIONS FOR
OFSP ADOPTION

18. 18
Recommendations:
•Marketing
•Use retailers to disseminate information about OFSP
(including recipes)
•Emphasize positive nudges (“OFSP makes you
stronger”; “OFSP brings you and your family a bright
future”) and self-fulfillment needs (“It helps you to
become what you want to be”)
•Research
•Repeat with larger sample across the city to verify
and to assess the role of neighbourhoodand age
CONSUMERS’ MOTIVATIONS FOR
OFSP ADOPTION

19. 19
Thank you for your attention