Consumers' preferences for fresh yam: a focus group study

Area of Science:

• Agricultural Economics
• Consumer Behavior
• Food Security

Background:

• Yam is a vital carbohydrate source in West/Central Africa and the Caribbean, crucial for food security.
• The yam sector faces challenges in meeting evolving consumer preferences and quality demands.

Purpose of the Study:

• To investigate consumer preferences regarding yam characteristics, quality, and purchasing drivers.
• To identify consumer profiles and inform strategies for sustainable yam sector development in Guadeloupe.

Main Methods:

• Six focus group discussions with 31 participants were conducted.
• Analysis of purchasing criteria (price, damage, origin, size) and consumption criteria (taste, texture, color).

Main Results:

• Price was the primary purchasing criterion, followed by external damage, origin, and size.
• Taste was the most important consumption criterion, followed by texture and flesh color.
• Three consumer profiles (Hedonistic, Thrifty, Flexible) were identified based on preferences and willingness to pay.

Conclusions:

• Innovations are needed to sustain the yam sector, focusing on variety valorization and consumer information.
• Developing yam ideotypes tailored to consumer needs can enhance agro-biodiversity and food security in the Caribbean.