Food product attributes guiding purchasing choice of maize meal by low-income South African consumers

Abstract

This study ascertained the food product attributes prioritised by low-income and very low-income consumers when purchasing their staple food, maize meal. Survey results from 502 Gauteng respondents in three informal settlements and one formal settlement revealed the level of importance perceived for 14 predetermined attributes. The informal settlement consumers' ratings for product acceptability and convenience closely matched those of the formal settlement, but the more affluent respondents gave them higher ratings. The ratings for appearance, value for money, product quality, texture, product safety, brand loyalty and nutrient content were significantly similar between the two low and between the two very low income groups, but significantly different between the former two and the latter two, specifically for nutrient content. The informal settlements rated satiety value and affordability as the most important, while the formal settlement reported taste and appearance. These findings represent both a challenge and an opportunity for food product developers.

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