Public Perception and Willingness to Pay for Progari in the Bono and Greater Accra Regions of Ghana

Abstract

Cassava is one of the most important staple crops in the tropics, ranking just behind rice and maize as a major source of calories. Its processed products are rich in carbohydrates, with gari being one of the most popular due to its extended shelf life. proGARI, a scientifically fortified version of gari, was developed under hygienic conditions at the Ghana Atomic Energy Commission (GAEC) to provide enhanced nutritional benefits. To assess consumer perception and willingness to pay for proGARI, a comprehensive survey was conducted in the Bono and Greater Accra Regions using structured questionnaires. The results revealed that nearly 70% of respondents expressed a willingness to purchase proGARI, but suggested improvements in the product's color to increase its visual appeal and marketability. Based on these findings, it is recommended to enhance proGARI’s color, implement targeted marketing campaigns highlighting its nutritional value and hygienic production, and expand consumer awareness through education programs. Additionally, offering diverse packaging options, exploring broader regional markets, continuously improving the product based on consumer feedback, and collaborating with retailers to enhance distribution channels are essential strategies to boost proGARI’s market presence and consumer demand.