CONSUMERS PREFERENCE FOR LOCALLY MADE GARRI IN SURULERE LOCAL GOVERNMENT, OYO STATE

This study was conducted to analyze consumer preference for Nigerian-made garri in Surulere Local Government Area, Oyo State. The research aimed to describe the socioeconomic characteristics of consumers, assess their level of awareness and recognition of Nigerian-made garri, investigate their perceptions of the qualities of garri compared to alternatives, examine the effect of garri price on consumer preferences and purchasing decisions, and explore their perceptions of the health benefits and nutritional value of garri. The study employed a multi-stage sampling technique to select 103 respondents. Primary data were collected through a well-structured questionnaire administered to these individuals. The data were analyzed using descriptive statistics and an Ordinary Least Squares (OLS) regression model. The results showed a relatively balanced gender distribution (51% male, 49% female) and a mean age of 30.5 years, with the majority of respondents (69.90%) being between 21 and 40 years old. Most respondents (56.31%) were married, with an average household size of 3.67. The educational profile indicated that 53.40% had tertiary education, and their primary occupations were students (35.92%) and self-employed individuals (29.13%). Notably, 90.29% of the respondents were aware of Nigerian-made garri, primarily through family and friends (80.58%), with Ilodo garri being the most consumed (54.37%). In terms of consumer behavior, 43.69% of respondents purchased garri weekly, and it was consumed either daily (34.95%) or weekly (34.95%). Eba was the most common form of consumption (47.57%), and price (55.34%), quality (42.72%), and taste (32.04%) were the major factors influencing brand choice. About 75.73% of respondents were aware of garri’s health benefits, particularly for providing energy (59.22%) and aiding digestion (40.78%). However, 66.99% had encountered poor-quality garri, and 46.60% reported experiencing health issues from its consumption. The regression analysis indicated that price had a significant negative effect on consumer preference (p < 0.01). Packaging, Occupation were significant at the 10% level with a positive effect, while household size and type of garri consumed were also significant at the 10% and 1% levels, respectively. Based on the findings, the study recommends that producers of Nigerian-made garri maintain competitive pricing and improve packaging designs to attract consumers. Quality control should be prioritized to address consumer concerns about poor-quality garri.