ABSTRACT

This work sought to examine the determinants of consumer preference for protein sources in Abia State, Nigeria. The objectives were to describe the socio-economic characteristics of the respondents in the study area; examine the types and quantity of these protein sources consumed by these households; estimate the factors affecting the preference for the different protein sources in the study area as well as make policy recommendations based on findings. A multi stage random sampling and purposeful sampling techniques were adopted for the selection of respondents for this study. The study had a total of 200 respondents who formed the sample size all of which were consumers of protein goods. Descriptive statistics such as frequency and percentages were used to analyse objective (i) and (ii) while objective (iii) was analysed using binary logit model. Since the socio-economic characteristics have influence on consumer preference for protein sources. Hence, this study recommends that fish farmers be encouraged through various incentives since people prefer more fish than meat in the study area. Also, since taste was significant, this study recommends that processors should add value to meat or fish preparations so as to enhance consumption. Finally, this study suggests that income be enhanced so that people can buy more protein sources given the health implications of inadequate protein consumption.

TABLE OF CONTENTS

Title page……………………………………………………………………....i

Declaration……………………………………………………………………ii

Certification……………………………………………………………….….iii

Dedication…………………………………………………………………….iv

Acknowledgement…………………………………………………………….v

Table of Contents………………….…………………………………….……vi

Abstract…………………………….………………………………………..viii

1.0 CHAPTER ONE

1.1 Background of the Study………………………………………………….1

1.2 Statement of the Problem………………………….………………………3

1.3 Research Questions………………………………………………………..5

1.4 Objectives of the Study……………………………………………………5

1.5 Research Hypothesis………………………………………………………6

1.6 Significance of the Study………………………………………………….6

1.7 Limitations of the Study…………………………………………………..6

CHAPTER TWO

2.0 Literature Review…………………………….………………………..….8

2.1 Consumer Behaviour: An Evolution of Preference……………………....8

2.2 Theories of Consumer Behaviour………………………………………..9

2.3 Consumer Decision Making Process…………………………………….10

2.4 Factors Influencing Consumer Behaviour……………………………….13

2.4.1 Cultural Factors………………………………………………………..13

2.4.2 Social Factors……………………………….………………………….14

2.4.3 Personal Factors………………………………………………………..15

2.4.4 Psychological Factors………………………………………………….15

2.5 Consumer Preference…………………………………………………….18

2.6 Axioms of Consumer Preference………………………………………….20

2.7 Indifference Curve Analysis……………………………………………..21

2.8 Protein: Complete Vs Incomplete Proteins……………………………...22

2.8.1 The Need for Protein………………………………….………………..24

CHAPTER THREE

3.0 Research Methodology…………………………………………………..25

3.1 Study Area……………………………………………………………….25

3.2 Selection of Respondents………………………………………………...26

3.3 Method of Data Collection………………………………………………26

3.4 Data Analysis…………………………………………………………….27

3.4.1 Model Specification……………………………………………………27

CHAPTER FOUR

4.0 Data Analysis and Presentation………………………………………….28

4.1 Socio-Economic Characteristics of the Respondents……………………28

4.2 Types and Quantity of these Protein Sources Consumed………………..33

4.3 Factors Affecting the Preference for the Different Sources of Protein….43

CHAPTER FIVE

5.0 Summary, Conclusion and Recommendations…………………………..46

5.1 Summary…………………………………………………………………46

5.2 Conclusion and Recommendations……………………………………...47

Reference