Consumer preference for selected roots and tubers among urban households

ABSTRACT Consumption of roots and tubers (R&Ts) among urban households can be low. Understanding factors influencing consumption decisions for R&Ts is important in enhancing their utilization. This study assessed determinants of consumer preference for selected R&Ts using a multivariate Probit model. A stratified multistage sampling technique was adopted to select 385 respondents, and data collected using a pretested semi-structured questionnaire. Irish potatoes (Solanum tuberosum L.) had the highest preference level (70%), followed by sweet potatoes (Ipomoea batatas L. Lam.) at 61%. Arrowroot (Maranta arundinacea L.) had a preference of 42%. Cassava (Manihot esculenta Crantz) and yams (Dioscorea alata L.) were the least preferred at 22% each. Education, monthly income, cultural orientation, nutritional knowledge, Covid-19 pandemic, market distance, farming of R&Ts, retail prices, production location, availability of R&Ts, size, quality, taste, and preparation time influenced preferences for R&Ts by urban households. Inadequate time to prepare R&T meals at home and availability of conveniently prepared alternatives likely explains their low preference by urban residents.