African Journal of
Marketing Management

  • Abbreviation: Afr. J. Mark. Manage.
  • Language: English
  • ISSN: 2141-2421
  • DOI: 10.5897/AJMM
  • Start Year: 2009
  • Published Articles: 140

Full Length Research Paper

Processing of local agricultural products to meet urban demand: Lessons from soybean cheese consumption analysis in Southern Benin

Smith A. R. Dossou
  • Smith A. R. Dossou
  • School of Economics, Socio-Anthropology and Communication for Rural Development, Faculty of Agricultural Sciences, University of Abomey-Calavi, Benin.
  • Google Scholar
Augustin K. N. Aoudji
  • Augustin K. N. Aoudji
  • School of Economics, Socio-Anthropology and Communication for Rural Development, Faculty of Agricultural Sciences, University of Abomey-Calavi, Benin.
  • Google Scholar
Anselme Adégbidi
  • Anselme Adégbidi
  • School of Economics, Socio-Anthropology and Communication for Rural Development, Faculty of Agricultural Sciences, University of Abomey-Calavi, Benin.
  • Google Scholar


  •  Received: 09 August 2017
  •  Accepted: 30 August 2017
  •  Published: 30 September 2017

Abstract

The inability of processing enterprises in Sub-Saharan Africa to supply products to meet consumer needs hampers the potential of agricultural value chains. This study analyzed the consumption of soybean cheese in Abomey-Calavi (Southern Benin), in order to identify opportunities of valorizing this commodity. A survey was conducted in November 2015 among 126 households in two main sub-districts. The data on socio-demographic characteristics, soybean cheese consumption motivations and patterns, and consumers’ expectations and perceptions were collected based on structured interviews. Data processing includes the assessment of consumers’ motivations based on Kendall’s test of concordance, and unsatisfied expectations were identified by assessing the significance of the difference between expectations and the perception of the consumers. Competitive price was the most important purchasing motivation for the soybean cheese consumers. Consumers were not satisfied with the following attributes: soft texture, tenderness, attractive presentation, hygienic processing conditions, and long shelf life. The training of processors on hygiene rules, the promotion of the certification under a collective label, the improvement of soybean cheese marketing, and the settlement of an innovation platform to identify upgrading needs could boost the soybean cheese value chain in Southern Benin.

Key words: Market access, women entrepreneurship, consumer expectations, soybean cheese, Benin.