Sensory quality, price sensitivity, and perceived value as determinants of pigeon pea noodle purchase decisions

Understanding factors that drive consumer purchasing decisions is crucial for promoting value-added food products. This study investigated the influence of sensory attributes, perceived value, and price sensitivity on consumers’ willingness to pay (WTP) for pigeon pea-based noodles (PPBN) in Ruangwa and Nachingwea districts, Lindi region, Tanzania. A total of 107 consumers evaluated PPBN attributes and propose their preferred price. The mean household food expenditure was 13,625 ± 1653.8 TZS/week during the harvesting season and 25,176 ± 5485.8 TZS/week during the lean season. Consumers (52%) spent between 2,500 and 10,000 TZS/day on household food. The majority of consumers (86%) showed willingness to buy the developed PPBN at a median price of 2,000 TZS (IQR = 1,500–2,200) per 1000 g. Expenditure per day, package size, and price significantly influenced willingness to pay (χ2 = 27.402, p < 0.005) for the developed noodles. The colour, taste, and aroma of PPBN were perceived to be good, with differences in mouthfeel scores among samples. Sensory attributes, perceived value, and price sensitivity significantly influenced consumers’ willingness to pay for pigeon pea-based noodles. To enhance adoption and market acceptance, producers should focus on improving sensory quality, offering competitively priced and appropriately packaged products, and increasing consumer awareness. These strategies can boost consumption and support nutrition efforts in pigeon pea-producing communities.