Abstract Many sorghum varieties have been developed by research institutes in an effort to address food security problems in the semi-arid areas of Tanzania. Although sorghum is better adapted to drier areas than maize, farmer adoption rates for sorghum varieties are always lower than that of maize. In addition, maize based food is more acceptable to urban consumers than sorghum based food. In this study consumer evaluated quality attributes of sorghum ugali based on different varieties in order to determine marketing potential relating to the different improved sorghum varieties. A total of 231 consumers, randomly selected from urban and rural areas participated in a food panel to evaluate ugali prepared from five sorghum varieties (three improved, two local). Conjoint analysis was used to determine consumer perceptions of the variety attributes, while a logistic model was applied to determine preference ranking of different varieties. The results indicated that the color and taste of sorghum ugali were the most important criteria used by consumers to evaluate the quality ugali. The study results indicated that sorghum ugali with white/khaki color and the majority of panel participants preferred neutral or slightly sweet taste. Consumers from rural and urban areas accepted two improved varieties; only consumers from rural areas accepted the remaining variety.
Keywords: Adoption, consumer perception, conjoint analysis, sorghum varieties, Tanzania, Agricultural and Food Policy, Consumer/Household Economics, Demand and Price Analysis, Food Consumption/Nutrition/Food Safety, Food Security and Poverty, Marketing, Productivity Analysis, Research and Development/Tech Change/Emerging Technologies,
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