ABSTRACT
This work sought to examine the determinants of consumer preference for protein sources in Abia State, Nigeria. The objectives were to describe the socio-economic characteristics of the respondents in the study area; examine the types and quantity of these protein sources consumed by these households; estimate the factors affecting the preference for the different protein sources in the study area as well as make policy recommendations based on findings. A multi stage random sampling and purposeful sampling techniques were adopted for the selection of respondents for this study. The study had a total of 200 respondents who formed the sample size all of which were consumers of protein goods. Descriptive statistics such as frequency and percentages were used to analyse objective (i) and (ii) while objective (iii) was analysed using binary logit model. Since the socio-economic characteristics have influence on consumer preference for protein sources. Hence, this study recommends that fish farmers be encouraged through various incentives since people prefer more fish than meat in the study area. Also, since taste was significant, this study recommends that processors should add value to meat or fish preparations so as to enhance consumption. Finally, this study suggests that income be enhanced so that people can buy more protein sources given the health implications of inadequate protein consumption.
TABLE OF CONTENTS
Title page……………………………………………………………………....i
Declaration……………………………………………………………………ii
Certification……………………………………………………………….….iii
Dedication…………………………………………………………………….iv
Acknowledgement…………………………………………………………….v
Table of Contents………………….…………………………………….……vi
Abstract…………………………….………………………………………..viii
1.0 CHAPTER ONE
1.1 Background of the Study………………………………………………….1
1.2 Statement of the Problem………………………….………………………3
1.3 Research Questions………………………………………………………..5
1.4 Objectives of the Study……………………………………………………5
1.5 Research Hypothesis………………………………………………………6
1.6 Significance of the Study………………………………………………….6
1.7 Limitations of the Study…………………………………………………..6
CHAPTER TWO
2.0 Literature Review…………………………….………………………..….8
2.1 Consumer Behaviour: An Evolution of Preference……………………....8
2.2 Theories of Consumer Behaviour………………………………………..9
2.3 Consumer Decision Making Process…………………………………….10
2.4 Factors Influencing Consumer Behaviour……………………………….13
2.4.1 Cultural Factors………………………………………………………..13
2.4.2 Social Factors……………………………….………………………….14
2.4.3 Personal Factors………………………………………………………..15
2.4.4 Psychological Factors………………………………………………….15
2.5 Consumer Preference…………………………………………………….18
2.6 Axioms of Consumer Preference………………………………………….20
2.7 Indifference Curve Analysis……………………………………………..21
2.8 Protein: Complete Vs Incomplete Proteins……………………………...22
2.8.1 The Need for Protein………………………………….………………..24
CHAPTER THREE
3.0 Research Methodology…………………………………………………..25
3.1 Study Area……………………………………………………………….25
3.2 Selection of Respondents………………………………………………...26
3.3 Method of Data Collection………………………………………………26
3.4 Data Analysis…………………………………………………………….27
3.4.1 Model Specification……………………………………………………27
CHAPTER FOUR
4.0 Data Analysis and Presentation………………………………………….28
4.1 Socio-Economic Characteristics of the Respondents……………………28
4.2 Types and Quantity of these Protein Sources Consumed………………..33
4.3 Factors Affecting the Preference for the Different Sources of Protein….43
CHAPTER FIVE
5.0 Summary, Conclusion and Recommendations…………………………..46
5.1 Summary…………………………………………………………………46
5.2 Conclusion and Recommendations……………………………………...47
References
1.0 CHAPTER ONE
1.1 Background of the Study
In Nigeria, food supply is not distributed equally throughout the country and sometimes within the households. Poverty being a major cause of hunger throughout the country (Lawal and Balogun, 2007), the rural population is especially prone to malnutrition and malnourishments as the majority of them are more likely to be poor (Onyeneke and Nwaiwu, 2012). A large proportion of the populace including children does not receive enough calories to ensure physical health and development. Most people consume the minimum level of calorie but fail to get the necessary protein and essential vitamins and minerals required for leading a healthy life (Bender and Smith, 1997).
Protein is required for the growth, maintenance and repair of all body tissues. Man obtains his necessary proteins from either animal or plant sources. The meat from cattle, goat, sheep, pig and poultry including the offal are the main sources of daily per capita consumption of animal protein (Alais and Lindel, 1990), whereas beans, nuts, leafy greens, fruits as well as vegetables make up the sources of plant protein.
According to Britton (2003), the main difference between animal and plant protein is that, animal products contain different ratios of amino acids and higher concentration of protein than most plant products do. Most plants contain proteins in lower levels. Hence, in a strictly vegetarian diet, it is important to mix and match the different plants to get the variety of protein and amino acids necessary for good health (Onyeneke and Nwaiwu, 2012).
Animal proteins however are said to possess superiority over plant protein. Animal proteins are generally referred to as complete proteins. They contain all the amino acids needed in the body as opposed to plant proteins in which one or more of these essential amino acids are lacking (Oloyede, 2005). Besides, animal protein is the only source of complete protein available. It has been estimated that the daily minimum crude protein requirement of an adult in Nigeria varies between 65g and 85g per person. However, it is recommended that 35g of this minimum requirement should be obtained from animal products (Mba, 1993; Joseph and Ajayi, 2002; Omotosho, 2004). On the other hand, protein can be harnessed from many plant sources and have no cholesterol and fat (saturated fats) as opposed to animal sources despite being dubbed as incomplete proteins (Dawson, 2003). Plant proteins offer a wealth of nutritional benefit from lowering blood cholesterol to preserving bone mass. It can positively impart heart health as well as preserve cancers; particularly good for people with diabetes (Friedman, 1996; Hu, 2003).
A review of data of food supplies available for consumption in different countries shows that the per capita protein intake in developing countries, Nigeria inclusive is comparatively low. Most of the foods consumed in Nigeria are carbohydrates which are obtained mainly in the form of starch (Oloyede, 2005).
Animal proteins being important sources of proteins have played important roles in the pattern of food consumption in Nigeria. They are known worldwide as a very important diet because of their high nutritive quality and significance in improving human health. Animal protein which contributes 36.6gm and 46.7gm per day of net protein utilization in Nigerian home is still below the recommended requirement by the World Health Organization (WHO) (Amao et.al, 2006). Animal proteins contain ample amount of all nine essential amino acids whereas plant proteins do not match the need for essential amino acids as precisely as animal proteins (Dawson, 2003). Many plant proteins are low in one or more of the nine essential amino acids. Animal proteins are considered high quality proteins (complete proteins), while the individual plant sources of proteins are considered lower quality proteins (incomplete proteins). Thus, a single plant protein source cannot easily support body growth and maintenance (Hu, 2003). Therefore, to obtain a sufficient amount of essential amino acids, a variety of plant proteins need to be consumed because each plant protein lacks adequate amount of one or more essential amino acids (Dawson, 2003).
Plant proteins are a nutritious alternative to animal proteins. They contribute fewer calories to the diet than most animal products do. When only lower quality protein foods are consumed, enough of the essential amino acids needed for protein synthesis may not be obtained. Therefore, when compared to high quality proteins, a greater amount of lower quality proteins id needed to meet the needs of protein synthesis (Hu, 2003).
In line with the above, consumer preference, the underlying foundation of demand therefore is a model of how consumers behave. It is the subjective (individual) tastes as measured by utility of various bundles of goods. Consumer preference describes the reasons for the choices people make when selecting products and services (Trefor, 2004). The individual consumer has a set of preference and values whose determination is outside the realm of economics. They are no doubt dependent upon culture, education and individual tastes among a plethora of other factors.
Therefore, in exploring the opportunities in protein sources, consumers are seeking products to aid in muscle building and assist in weight loss efforts. Increasingly, consumers are more aware of the general health importance of protein and as such, the combination of animal and plant proteins offer both economic and formulation benefits. Also, consumers seeking to shed a few or many pounds are discovering the satiety boost protein can provide.
1.2 Statement of the Problem
There is food insecurity and malnutrition among Nigerians. Poverty being a major cause of malnutrition prevents many people from consuming the right type of food and in the right proportion. The consumption of staple food is high making it difficult to meet up with the basic food requirements. The supply of food rich in protein in Nigeria is insufficient and as a result of that, a large number of the country’s population consumes less than the FAO recommended daily allowance of protein.
The move by government to import food massively to save the above situation only presents the populace with situation at the national level, which does not mean food security for various households in the country. Adequate food supply at the national level does not automatically lead to food security for all households. There are still poor households who do not have the means or the purchasing power to procure the food they need.
Food prices continue to soar up day to day going out of the reach of the common man while the income of the households in the country are being debased by the staggering inflation rate. The inflation rate which was just 3.2% in 1972 rose to 39.6% in 1984, 40% in 1989, 72.8% in 1995, 10% in 1998 and only 7.0% in 2000 (CBN, 2000). This underscores the fact that households income can hardly cope with soaring food prices which has necessitated large food spending out of household’s income of between 60% and 80% coupled with poor income per head in Nigeria.
It was reported that the average income per month in Nigeria is #300 (Business Times, 2000). Despite this humiliating income figure, notwithstanding the nation’s riches, households’ income is not guaranteed because of the seemingly insuperable unemployment problem in the country. This picture portends a very gloomy household food security situation in Nigeria with a very bad implication for nutritional and health status of an average household. The economic development of Nigeria is directly linked with the levels of productivity of the average Nigerian. But the productivity of labour is dependent on the nutritional intake and health status of the labourer.
More so, in Nigeria, protein sources like dairy products, eggs, broilers, game meat, plant proteins (soybean, beans etc) are used as supplements to meat. However, these products do not often enter into day to day consumption of majority of low and middle income groups (Agwu, 2000). Furthermore, apart from meat, fish and all these plant sources has been used as alternative sources of protein in diets (Njoku, 1989; Pearson, 1983).
However, what is not too clear is whether it is only income that influences the choice of these sources particularly in the study area. Hence this present study to examine the determinants of consumer preference for protein sources.
1.3 Research Questions
i. This study shall provide answers to the questions below within the given intent:
ii. What are the socio-economic characteristics of the respondents?
iii. What are the types of/and in what quantity are these protein sources consumed by these households/
iv. What are the factors affecting the preference for the different protein sources in the study area?
1.4 Objectives of the Study
The broad objective of the study is to examine the determinants of consumer preference for protein sources in Abia State, Nigeria. The specific objectives are to:
i. Describe the socio-economic characteristics of the respondents in the study area;
ii. Examine the types and quantity of these protein sources consumed by these households;
iii. Estimate the factors affecting the preference for the different protein sources in the study area; and
iv. Make policy recommendation based on research findings.
1.5 Research Hypothesis
Ho1: Age, education and income is not positively related to preference for different protein sources.
Ho2: There is no significant relationship between gender, size, marital status and the preference for different protein sources.
1.6 Significance of the Study
The consumers represent the last component within the food supply chain but they are set as a major player on the market, thus they deserve special attention (Kapsdoferov and Nagyou, 2005).
Therefore, this study will be of importance to producers and sellers in terms of deepening their understanding of the consumers’ buying behavior, preference and consumption of protein foods, especially in today’s competitive business environment where competitors are at war to outdo their opponents.
To the business organizations, knowledge gained from this study will assist these business organizations in their product positioning and overall marketing strategy. Also, information on the relevant socio-economic factors in the consumer decision process which affect his preference will be provided.
To the researcher, more knowledge will be obtained from this study and to the academic public; it will provide a basis for further studies in the area of study or related areas.
1.7 Limitations of the Study
This study recorded some limitations. The survey was limited to Abia State thus the sample size was small to consider the whole scenario.
Furthermore, time and finance were other major limitations to this study, in addition to the respondents’ initial unwillingness to participate in the survey.
The above obstacles notwithstanding, the survey, in view of the researcher achieved its mandate.
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