C Analysis of Prod Consumer Prefer Mix in the Osei Mensah, J; Aidoo Abstract – The objective of the pape consumers’ preferences for Gari Mix, var production constraints and factors th purchasing decision in the Kumasi Metrop 133 respondents, comprising 100 consume 30 marketers, were interviewed. Using a study found that advertising, years in accessibility and product attributes such and groundnut content significantly a purchasing decisions.Also, it was found ou supply chain faces several constraints of w to credit, high advertisement cost, lo fluctuations and poor storage facilitie important.Different consumers preferred the Gari mix to others. That notwithsta them will importantly consider sugar cont content in their purchasing decisions. Res 59% are indecisive about the attribute o their preference for Gari mix, 53% of favour of the high roasted groundnut importantly consider that in their prefere consider powdered milk content as impo 43% of consumers are in favour of groundnut content. Keywords – Gari Mix, Constraints, Con Decision to Purchase. I. INTRODUCTION Cassava (Manihotesculenta) has t regarded as ‘poor man’s food’ but incre as a cash crop are being recognize 2013).Opportunities exist for earnin processed cassava products, but severa the exploitation of these opportu processed to control deterioration of r toxicity. Due to its high perishability a cyanide content, fresh cassava roots sh within 1-2 days of harvesting. These factor high moisture content of approximately marketing and transportation options fo of these, processing of the harvested roo are less perishable appeared to be an im the high post-harvest losses. An importa cassava processing is a local stable called Gari production and marketing remain Ghana’s Agricultural Sector. This is du most Ghanaian staple foods require one the use of gari (FAO, 2005). The sig product is usually centred on price oth view of the fact most consumers mos Copyright © 2013 IJAIR, All right reserved 49 International Journal of Agriculture I Volume 2, Issue 1, duction and Marketing Co rences and Decision to Pur Kumasi Metropolis of Gh o, R; Boakye-Yiadom S. Jnr; Mensah, R; Danq Amankwaa, A. A and Biney, F er was to identify rious marketing and hat influence their polis. A total of one ers, 3 producers and a probit model the n school, product h as sugar content affected consumers ut that the Gari Mix which lack of access ow demand, price es were the most d some features of anding, majority of tent and groundnut sults points out that of sugar content in consumers are in t content and will ence. Also 51% will ortant attribute and the high roasted nsumer Preferences, N traditionally been easingly its utilities ed (Ulrich et al., ng incomes from al factors constrain unities.Cassava is roots and decrease and potential high hould be processed rs, combined with y 70%, restrict the or cassava. In view ots into forms that mportant solution to ant end product of d Gari. n a topical issue in ue to the fact that e form or the other gnificance of Gari her than health. In st perceive gari as being for low income earne nutritious the product has exper al., 2000). These factors consumers’ demand for more consistency and value (Mylene the introduction a value added Ghanaian market. Gari Mix is an enriched rea gari, powdered milk, sugar and the product a nutritious a alternative. The enriched gari protein which is adjudged as ca of poor feeding culture among t especially Ghana where gari i Gari Mix production does not protein content and no visibl flavour, physical appearance a highly nutritious and high in die The introduction of Gari Mix producer received high attentio among Ghanaian students. Th attracted other producers who a until the last three years when for the product and hence th market experienced decline. decline in demand and sales? W do consumers look out for be therefore aims to address th consumers’ preference charac analyzing the constraints faced well as determining the factors purchasing decision. This results of this study wi current and potential) of the Ga the factors that should be given is to be achieved. Also, knowin challenges that militate that the and marketers will help impr entire the supply chain. Cons would have value for their m marketers would deliver exact product. II. LITERATUR 2.1. Consumers’ preferen ready to eat foods Literatures have been discov of labelling and packaging, and consumer decision to purchase Innovations and Research , ISSN (Online) 2319-1473 onstraints, rchase Gari hana quah, A. O.; ers as well as being less rienced declined (Ernesto et coupled with increasing options, quality, diversity, e and Kirsten, 2001)led to d product, Gari Mix, on the ady-to-eat food made from roasted peanut. This makes and important economic is found to contain 9.63% apable of reducing the level the people of West Africans is a staple. The process of t significantly denature the le change in characteristic and taste is noticed. It is etary fibre. x a decade ago by a single on and demand, especially he success of the product all recorded increasing sales the popularity and demand he sales of producers and What factors led to the What attributes of Gari Mix efore purchase? This study hese issues by examining cteristics for the product, by producers and traders as s that influence consumers’ ill help major players (both ari Mix supply chain know priority attention if success ng and addressing the main e performance of producers rove the efficiency of the sumers on the other hand monies since producers and tly what the need from the RE REVIEW nces characteristics for vered consumers perception d the role of information on e. In Roe, Levy and Derby