CONSUMER PREFERENCE FOR LOCALLY PRODUCED NATIVE TREE PRODUCTS IN NORTHERN GHANA

Abstract

The purpose of this study was to assess consumer preference for locally produced native tree products in Northern Ghana. The trees under study were baobab and locust bean. Data was collected from 307 respondents in the Kasena Nankana municipal, Nandom municipal, and Kumbungu districts. Questionnaires were used as instruments for the data collection together with focus group discussions. As there are various locally produced products of baobab and locust bean, consumers were seen to have more knowledge of the health and medicinal benefits of baobab and locust bean but little knowledge of the usage of baobab and locust bean trees. The main reason for the consumption of locust bean products with its main product being dawadawa was its distinct taste and flavor accompanied by the numerous health benefits and the fact that it is a cultural dish. The main reason for the consumption of baobab products with the main products being the leaves either fresh or dry (kuuka) was its affordability and its numerous health benefits, the deliciousness of the soup, and it is cultural dish. A Tobit model with an endogenous regressor model was used to analyze the frequency of consumption of the individual trees products and the factors that determine the consumption of baobab and locust bean. It was observed that there is a close relationship between the frequency of consumption and the factors that determine the consumption of baobab and locust bean. Expenditure was also found to determine the consumption of baobab and locust bean products. Frequency of consumption was also determined by age, household size, region, and savings as consumers prefer. A SWOT analysis was used to analyze the strengths, weaknesses, opportunities, and threats associated with the trading of baobab and locust bean products. The main strength of the baobab and locust bean product was the distinct taste and flavor, the main weakness being the scarcity of trees, opportunities being the uniqueness of products, and threats being value addition. The study recommends aggressive afforestation of these trees as their scarcity remains the biggest weakness to its sustainability.