Consumer Preferences and Consumption Patterns of Maize Products in Ondo State, Nigeria.

Abstract

This study examined consumer preferences for maize products in Akoko South West Local Government Area of Ondo State. The objectives were to assess the socio-economic characteristics of consumers, identify the various maize products available, determine factors influencing consumer preferences, explore the relationship between household income and maize consumption patterns, and identify key constraints affecting household choices. A purposive sampling technique was used to select five communities—Akungba, Iwaro, Etioro, Ayegunle, and Oba—while simple random sampling was employed to select 20 households from each community, resulting in a total of 100 maize-consuming households. Primary data were collected using structured questionnaires. Descriptive statistics were used to analyze respondents' socio-economic characteristics, available maize products, and constraints affecting household preferences. Logistic Regression was employed to determine factors influencing consumer preferences, while Pearson Correlation was used to assess the relationship between household income and maize product consumption patterns. The findings revealed that the mean age of respondents was 42years, with 51.7% being female and an average household size of 4. Approximately 66.7% of respondents were married, and 43.3% of household heads were traders, with a mean monthly income of ₦35.59. Among maize products, pap was the most commonly consumed in the area. The result of the regression showed that household size and income are the major factors that influence the consumption of maize products in the study area, with household size significant at the 5% level and income at the 10% level. Pearson correlation analysis indicated that roasted corn had a weak correlation with household income. The primary constraints identified included product price, household income, and proximity to markets. Conclusively, the study recommends that the government should support informal sector especially traders and farmers through microcredit schemes to increase households earnings, support women in food decision making, encourage value addition and product diversification, stabilize maize prices and improve accessibility.