Consumers; Marketing; Pineapple; Processed products; Upgrading; Value chain; Benin
Abstract :
[en] This study analyzed the consumption of processed pineapple products in southern Benin. The low processing of agricultural products does not enable sub-Saharan Africa to exploit the potential of agriculture for development. The objective of this paper was to identify upgrading opportunities in Benin’s pineapple value chain. A survey was carried out from December 2012 to February 2013 among 250 respondents randomly selected in five cities in southern Benin; and data were collected based on structured interviews. Dried pineapple, jam, syrup, juice, and cocktail were the processed pineapple products available on the market. Beverages, especially the juice, were the main processed pineapple products. The motivations driving the purchase of processed pineapple beverages by consumers were: competitive price and interest in local, natural and therapeutic beverages. The results indicate there is a margin for the value chain to upgrade products and services, and increase the price of pineapple-based products while staying competitive. A strong marketing and advertisement campaign is essential to support wider knowledge of processed pineapple products by consumers. Product traceability is a prerequisite for export in regional and international markets. This makes the certification of the value chain a critical issue. A joint action of value chain stakeholders is needed to exploit these opportunities.
Disciplines :
Agriculture & agronomy
Author, co-author :
Aoudji, Augustin K.N.
Avocevou-Ayisso, Carole
Adégbidi, Anselme
Gbénou, Cassien
Lebailly, Philippe ; Université de Liège - ULiège > Agronomie, Bio-ingénierie et Chimie (AgroBioChem) > Modélisation et développement
Language :
English
Title :
Upgrading opportunities in agricultural value chains: Lessons from the analysis of the consumption of processed pineapple products in southern Benin
Publication date :
2017
Journal title :
African Journal of Science, Technology, Innovation and Development
ABePEC. 2010. “Analyse de l’offre et de la demande de l’ananas au Bénin.” Cotonou, Bénin.
Aoudji, A. K. N., A., Adégbidi, S., Akoha, V., Agbo, and P., Lebailly. 2012. “Value Added and Equity in the Smallholder-Produced Teak (Tectona grandis L.f.) Poles Value Chain in Southern Benin.” Tropicultura 30 (1): 55–60.
Aoudji, A. K. N., A., Adégbidi, J. C., Ganglo, V., Agbo, A. S. I., Yêvidé, C., De Cannière, and P., Lebailly. 2011. “Satisfaction Across Urban Consumers of Smallholder-Produced Teak (Tectona grandis L.f.) Poles in South Benin.” Forest Policy and Economics 13 (8): 642–651. doi: 10.1016/j.forpol.2011.07.014
Ban-Koffi, L., and Y. W., Han. 1990. “Alcohol Production From Pineapple Waste.” World Journal of Microbiology and Biotechnology 6 (3): 281–284. doi: 10.1007/BF01201297
Bates, R. H., 1981. Markets and States in Tropical Africa: The Political Basis of Agricultural Policies. Berkeley: University of California Press.
Bryhni, E. A., D. V., Byrne, C., Rodbotten, C., Claudi-Magnussen, H., Agerhem, M., Johanson, P., Lea, and M., Martens. 2002. “Consumer Perception of Pork in Denmark, Norway and Sweden.” Food Quality and Preference 13 (5): 257–266. doi: 10.1016/S0950-3293(02)00021-6
Cameron, D. D., and A., Galloway. 2005. “Consumer Motivations and Concerns in Online Auctions: An Exploratory Study.” International Journal of Consumer Studies 29 (3): 181–192. doi: 10.1111/j.1470-6431.2005.00385.x
Chanprasartsuk, O., C., Prakitchaiwattana, R., Sanguandeekul, and G. H., Fleet. 2010. “Autochthonous Yeasts Associated with Mature Pineapple Fruits, Freshly Crushed Juice and Their Ferments; and the Chemical Changes During Natural Fermentation.” Bioresource Technology 101 (19): 7500–7509. doi: 10.1016/j.biortech.2010.04.047
Close, A. G., and M., Kukar-Kinney. 2010. “Beyond Buying: Motivations Behind Consumers’ Online Shopping Cart use.” Journal of Business Research 63 (9-10): 986–992. doi: 10.1016/j.jbusres.2009.01.022
DAFF (Department of Agriculture, Fisheries and Forestry, South Africa). 2011. “A Profile of the South African Pineapple Market Value Chain.” Pretoria, South Africa. Accessed January 2, 2016. http://www.daff.gov.za/docs/AMCP/Pineapplemvcp2011-12.pdf
Danielou, M., and C., Ravry. 2005. “The Rise of Ghana’s Pineapple Industry: From Successful Takeoff to Sustainable Expansion.” Africa Region Working Paper Series No. 93. World Bank. Accessed January 2, 2016. http://www.worldbank.org/afr/wps/wp93.pdf
Dorward, A., J., Kydd, J., Morrison, and I., Urey. 2004. “A Policy Agenda for Pro-Poor Agricultural Growth.” World Development 32 (1): 73–89. doi: 10.1016/j.worlddev.2003.06.012
Fold, N., and K. V., Gough. 2008. “From Smallholders to Transnationals: The Impact of Changing Consumer Preferences in the EU on Ghana’s Pineapple Sector.” Geoforum; Journal of Physical, Human, and Regional Geosciences 39 (5): 1687–1697.
Fung, T. T., V., Malik, K. M., Rexrode, J. E., Manson, W. C., Willett, and F. B., Hu. 2009. “Sweetened Beverage Consumption and Risk of Coronary Heart Disease in Women.” American Journal of Clinical Nutrition 89 (4): 1037–1042. doi: 10.3945/ajcn.2008.27140
Gibson, S., 2008. “Sugar-sweetened Soft Drinks and Obesity: A Systematic Review of the Evidence From Observational Studies and Interventions.” Nutrition Research Reviews 21 (2): 134–147. doi: 10.1017/S0954422408110976
Giuliani, E., C., Pietrobelli, and R., Rabellotti. 2005. “Upgrading in Global Value Chains: Lessons From Latin American Clusters.” World Development 33 (4): 549–573. doi: 10.1016/j.worlddev.2005.01.002
Gupta, K., and D. W., Stewart. 1996. “Customer Satisfaction and Customer Behavior: The Differential Role of Brand and Category Expectations.” Marketing Letters 7 (3): 249–263. doi: 10.1007/BF00435741
Hale, L. P., P. K., Greer, C. T., Trinh, and C. L., James. 2005. “Proteinase Activity and Stability of Natural Bromelain Preparations.” International Immunopharmacology 5 (4): 783–793. doi: 10.1016/j.intimp.2004.12.007
van den Heuvel, T., H., van Trijp, C., van Woerkum, R. J., Renes, and B., Gremmen. 2007. “Linking Product Offering to Consumer Needs; Inclusion of Credence Attributes and the Influences of Product Features.” Food Quality and Preference 18 (2): 296–304. doi: 10.1016/j.foodqual.2006.02.001
Humphrey, J., and H., Schmitz. 2000. “Governance and Upgrading: Linking Industrial Cluster and Global Value Chain Research.” IDS Working Paper, No. 120, Institute of Development Studies, University of Sussex, Brighton.
Humphrey, J., and H., Schmitz. 2002. “How Does Insertion in Global Value Chains Affect Upgrading in Industrial Clusters?” Regional Studies 36 (9): 1017–1027. doi: 10.1080/0034340022000022198
Jahn, G., M., Schramm, and A., Spiller. 2005. “The Reliability of Certification: Quality Labels as a Consumer Policy Tool.” Journal of Consumer Policy 28 (1): 53–73. doi: 10.1007/s10603-004-7298-6
Jama, B., and G., Pizarro. 2008. “Agriculture in Africa: Strategies to Improve and Sustain Smallholder Production Systems.” Annals of the New York Academy of Sciences 1136 (1): 218–232. doi: 10.1196/annals.1425.034
Kaplinsky, R., and M., Morris. 2002. “A Handbook for Value Chain Research.” IDRC. Accessed January 2, 2016. http://www.fao.org/fileadmin/user_upload/fisheries/docs/Value_Chain_Handbool.pdf
Kelley, S. W., and L. W., Turley. 2001. “Consumer Perceptions of Service Quality Attributes at Sporting Events.” Journal of Business Research 54 (2): 161–166. doi: 10.1016/S0148-2963(99)00084-3
Kilchling, P., R., Hansmann, and K., Seeland. 2009. “Demand for Non-Timber Forest Products: Surveys of Urban Consumers and Sellers in Switzerland.” Forest Policy and Economics 11 (4): 294–300. doi: 10.1016/j.forpol.2009.05.003
Lewis, G. H., and R. G., Johnson. 1971. “Kendall’s Coefficient of Concordance for Sociometric Rankings with Self Excluded.” Sociometry 34 (4): 496–503. doi: 10.2307/2786195
Ludwig, D. S., K. E., Peterson, and S. L., Gortmaker. 2001. “Relation Between Consumption of Sugar-Sweetened Drinks and Childhood Obesity: A Prospective, Observational Analysis.” The Lancet 357 (9255): 505–508. doi: 10.1016/S0140-6736(00)04041-1
Maurer, H. R., 2001. “Bromelain: Biochemistry, Pharmacology and Medical use.” Cellular and Molecular Life Sciences 58 (9): 1234–1245. doi: 10.1007/PL00000936
Ngapo, T. M., J.-F., Martin, and E., Dransfield. 2004. “Consumer Choices of Pork Chops: Results From Three Panels in France.” Food Quality and Preference 15 (4): 349–359. doi: 10.1016/S0950-3293(03)00082-X
Nigam, J. N., 1999. “Continuous Ethanol Production From Pineapple Cannery Waste.” Journal of Biotechnology 72 (3): 197–202. doi: 10.1016/S0168-1656(99)00106-6
Oliver, R. L., 1980. “A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions.” Journal of Marketing Research 17: 460–469. doi: 10.2307/3150499
Owari, T., H., Juslin, A., Rummukainen, and T., Yoshimura. 2006. “Strategies, Functions and Benefits of Forest Certification in Wood Products Marketing: Perspectives of Finnish Suppliers.” Forest Policy and Economics 9 (4): 380–391. doi: 10.1016/j.forpol.2005.10.005
Panjai, L., K., Ongthip, and N., Chomsri. 2009. “Complex Fruit Wine Produced From Dual Culture Fermentation of Pineapple Juice with Torulaspora delbrueckii and Saccharomyces cerevisiae.” Asian Journal of Food and Agro-Industry 2 (2): 135–139.
Pickett-Baker, J., and R., Ozaki. 2008. “Pro-Environmental Products: Marketing Influence on Consumer Purchase Decision.” Journal of Consumer Marketing 25 (5): 281–293. doi: 10.1108/07363760810890516
Ragaert, P., W., Verbeke, F., Devlieghere, and J., Debevere. 2004. “Consumer Perception and Choice of Minimally Processed Vegetables and Packaged Fruits.” Food Quality and Preference 15 (3): 259–270. doi: 10.1016/S0950-3293(03)00066-1
Santosa, M., and J. X., Guinard. 2011. “Means-end Chains Analysis of Extra Virgin Olive Oil Purchase and Consumption Behavior.” Food Quality and Preference 22 (3): 304–316. doi: 10.1016/j.foodqual.2010.12.002
Smith, L. A., and D. R., Foxcroft. 2009. “The Effect of Alcohol Advertising, Marketing and Portrayal on Drinking Behaviour in Young People: Systematic Review of Prospective Cohort Studies.” BMC Public Health 9 (51): 1–11. doi:10.1186/1471-2458-9-51.
Stoian, D., J., Donovan, J., Fisk, and M. F., Muldoon. 2012. “Value Chain Development for Rural Poverty Reduction: A Reality Check and a Warning.” Enterprise Development and Microfinance 23 (1): 54–60. doi: 10.3362/1755-1986.2012.006
Taylor, K. A., 1997. “A Regret Theory Approach to Assessing Consumer Satisfaction.” Marketing Letters 8 (2): 229–238. doi: 10.1023/A:1007966621364
Vagneron, I., G., Faure, and D., Loeillet. 2009. “Is There a Pilot in the Chain? Identifying the Key Drivers of Change in the Fresh Pineapple Sector.” Food Policy 34 (5): 437–446. doi: 10.1016/j.foodpol.2009.05.001
Verbeke, W., 2008. “Impact of Communication on Consumers’ Food Choices.” Proceedings of the Nutrition Society 67 (3): 281–288. doi: 10.1017/S0029665108007179
Verbeke, W., and I., Vackier. 2004. “Profile and Effects of Consumer Involvement in Fresh Meat.” Meat Science 67: 159–168. doi: 10.1016/j.meatsci.2003.09.017
Vertinsky, I., and D., Zhou. 2000. “Product and Process Certification–Systems, Regulations and International Marketing Strategies.” International Marketing Review 17 (3): 231–253. doi: 10.1108/02651330010331606
Xia, L., K. B., Monroe, and J. L., Cox. 2004. “The Price Is Unfair! A Conceptual Framework of Price Fairness Perceptions.” Journal of Marketing 68 (4): 1–15. doi: 10.1509/jmkg.68.4.1.42733
