Consumer Perception and Willingness to Pay for Vitamin A Fortified Garri in Ibadan North Local Government Area of Oyo State, Nigeria

Vitamin A deficiency is one of the major micronutrient deficiencies contributing to child mortality globally. This study assessed consumers’ perception and willingness to pay (WTP) for vitamin A fortified garri in Ibadan North Local Government Area, Ibadan, Oyo State, Nigeria. A total of 170 respondents were interviewed. Socioeconomic characteristics of respondents, perception of and factors that influence their willingness to pay for fortified vitamin A garri and the mean willingness to pay (MWTP) were all analysed. The study revealed that most of the respondents were aware of vitamin A fortified garri but they hardly purchased it. The computed MWTP for vitamin A fortified garri was ₦190 ($0.35) indicating a positive mean willingness to pay. The result of the logistic regression analysis showed that out of the twelve variables examined, four were statistically significant at various levels. Specifically, sex, ethnicity and marital status were all negatively significant at 10%, 5% and 10% respectively while health status was positively significant at 1%. It was concluded that a higher proportion of the respondents perceived vitamin A fortified garri to be healthier and more nutritious and were also willing to pay it. The paper recommended that efforts should be geared towards encouraging production and consumption of vitamin A fortified garri by creating more markets for the product.