Abstract:
This study was proposed to explore the determinants of consumer preferences for cassava mechanically processed products. It was conducted in Pwani and Tanga regions in Tanzania. Primary data were generated from 120 consumers who were randomly selected with the use of questionnaire. The probit regression analysis was applied to determine the variables which influenced the consumers’ preference for mechanically cassava processed products versus other processing technologies. The analysis suggests that quality of mechanically processed products, household size and quantity consumed per year were important factors that increase the probability of consumers’ preference for mechanically processed cassava products versus different processing technologies in the study areas at α = 0.05 significance level. On the other hand, price of the product was significant factor that reduce the probability of consumers’ preference for mechanically processed cassava products versus different processing technologies in the study areas at the same significance level. Thus the study recommended that Processors and other stakeholders of the cassava sub sectors (SUA, Ministry of Agriculture, Food Security and cooperatives, NGOs and owners of the businesses) should focus on designing marketing strategy that integrates all the above attributes so that their products and services can satisfy customers’ needs and wants.
