ANALYSIS OF CONSUMERS' PREFERENCE FOR HONEY IN ODEDA LOCAL GOVERNMENT AREA OF OGUN STATE, NIGERIA

Abstract

The study examined the consumers' preference for honey in Odeda Local Government Area of Ogun State, Nigeria. Primary data were collected from 120 respondents with the use of a wellstructured questionnaire, using a multi-stage sampling procedure. The analysis was done using descriptive statistics and a probit regression model. The results revealed that the majority (56.7%) were female, 90% of them were married, with an age range between 41and 50. About 91.7% of the respondents were aware of the health benefits of honey and thus consumed honey. Majority (85%) of the consumers preferred honey to other sweeteners, and local honey was commonly consumed. Supermarkets (58%) and local markets (42%) were the common points of purchase. The preferred attributes considered in the purchase of honey included quality of honey (40%), packaging (35%), and labeling (25%). Education, health benefits, monthly income, and sex were the major factors that influenced consumers' preference for honey. The study suggested that local honey processors and distributors should improve the quality, packaging, and labeling of honey in the study area.

Keywords: Honey, Preference, Packaging, Labeling, Ogun State, Nigeria