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Presentation 10: Consumer Knowledge and Attitude Towards Orange Flesh Sweet Potato Bread in Kenya

Cecilia Wanjuu 1*, George Abong’ 1, Tawanda Muzhingi 2, Temesgen Bocher2

  1Department of Food Science, Nutrition and Technology, University of Nairobi, P.O Box 29053-00625 Kangemi, Kenya

2International Potato Centre (CIP) Sub-Saharan Africa (SSA) Regional Office, Old Naivasha Road, P.O Box 25171-00603, Nairobi, Kenya

 *Corresponding Author Position: MSc student E-mail:;  Mobile: 0716 644 343




Consumer’s knowledge about health benefits derived from specific functional ingredients is linked to their product acceptance. The purpose of this study was to profile consumers, assess the knowledge and attitudes about food safety, practices and acceptance through sensory evaluation of orange flesh sweet potato bread. One thousand and twenty-four consumers were interviewed from selected retail stores in Nairobi, Kiambu, Kajiado, Kisumu and Kaka-mega counties, Kenya.  The orange flesh sweet potato bread was purchased by consumers aged 30 years and above (79.8%), 58.4% were formally employed, 60% were female.  Consumers from Western and Nyanza regions of Kenya were well informed about the orange flesh sweet potato root than the bread compared to consumers from other regions. Consumers are keen to check the expiry date of the bread. After purchase, most consumers (42%) store their bread in the open, 38% store in the refrigerator and the rest store in cupboards.  Consumers agree that the OFSP bread could be a source of energy, vitamins, especially Vitamin A (93.8%), and minerals. The acceptance ratings for OFSP bread ranged from 7.4 to 7.7 on a 9-score hedonic scale, therefore “liked moderately”. Consumers were less willing to pay more for the orange flesh sweet potato bread. Above findings show that public awareness, knowledge and attitude and socioeconomic factors such as gender, education, income and ethnic background influence consumer practices and acceptance of orange flesh sweet potato bread and should be considered during product marketing.


Key words: bread, knowledge, acceptance, preferences, consumers

Authors: Cecilia Wanjuu

Subjects: MPU CoP


Publication Date: 2017

Rights: Attribution 4.0 International (CC BY 4.0) - You can copy, distribute, display and perform the work and evolved versions of it. You must give the original creator credit for the work.

Keywords: acceptance, Bread, Consumers, knowledge, preferences