Market testing of a major cassava flour product in the Accra metropolitan area

Abstract

The current study analyses consumer judgements about some existing as well as newly introduced brands of a processed cassava food product (fufu flour) by means of market testing. Except for colour, the respondents’ evaluation of the sensory attributes of the various fufu flours that they have consumed did not have much significant differences. Also, no significant differences in sensory attributes were identified when the fufu flour brands were compared with traditional fufu, except for hand-feel, smoothness and elasticity. In addition, no significant differences were observed in the prices of the various fufu flour brands in comparison with the equivalent price of traditional fufu. The study finds diversification of the marketing outlet for fufu flour as a major factor that could contribute to improving the awareness of the product