Patterns and Drivers of Packaged (Fortified) Maize Flour Purchase in Urban and Peri-Urban Kenya
Key Points
The aim is to identify the factors influencing the purchase of fortified maize flour in urban and peri-urban areas.
Analyzed purchasing habits of consumers in urban and peri-urban settings.
Examined the role of retail pricing and availability in purchase decisions.
Identified the impact of awareness campaigns on consumer perception.
Greater availability of fortified flour correlates with higher purchase rates.
Awareness of health benefits significantly affects consumer choices.
Lower retail prices lead to increased purchases among urban populations.
Abstract
If the goal is to enhance the population's uptake of fortified maize meal, the government should encourage the private sector to invest more in food outlets that sell packaged maize flour; reduce the retail cost of packaged maize flour; raise awareness of the benefits of fortification (particularly in peri-urban Kisumu); and make relevant technologies available at the scale of smaller mills.