Consumers’ Perception and Consumption of Sunflower Oil in Kumasi, Ghana

Consumption pattern among indigenous groups is usually influenced by consumers' sociocultural and perceptual factors. This study employs the binary logit model to analyse the factors that influence the consumption of sunflower oil in Kumasi, Ghana. A cross-sectional approach was used to obtain data from 200 consumers who were selected using a multi-stage sampling method. The results showed that a majority (93%) of the respondents were aware of the availability of sunflower oil on the local market and a third (69.5%) had used it for cooking before. The respondents agreed with the perception statements that sunflower oil is healthy, expensive, reduces the risk of heart diseases and cancer and has better frying performance. The empirical results of the logit regression model showed that consumption of sunflower oil is influenced by household size, awareness of the product and perceptions on health benefits, price and frying performance of sun ower oil. The price of the oil was identified as the most important constraint to its use albeit it had no negative effect on its consumption. Investments in the production and promotional strategies on the use of sunflower oil should consider the significant variables that have influence on its consumption.