Consumer preference and willingness to pay for orange fleshed sweet potato chapati puree in Soroti city, eastern Uganda.
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Date
2026
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Busitema University
Abstract
Vitamin A deficiency remains a public health concern in Uganda, particularly among children and women of reproductive age. Orange-fleshed sweet potato (OFSP) is a crop that is bio-fortified and rich in provitamin A carotenoids but its utilization in commonly consumed foods that are processed remains limited. Incorporating puree of OFSP into chapati provides an opportunity to increase the consumption of OFSP through food that is familiar while creating addition of value and opportunities in the market. This study assessed preferences of consumers and willingness to pay (WTP) for OFSP puree chapati in Soroti City, Eastern Uganda, and identified factors influencing WTP. A cross-sectional descriptive survey design was employed at Busitema University, Faculty of Agriculture and Animal Sciences, Arapai Campus. A total of 208 students and staff were selected using simple random sampling. Using questionnaires that were structured, data was collected and sensory evaluation based on a five-point hedonic scale and SPSS was used in statistics that are descriptive in analyzing data together with ANOVA, Chi-square tests and multiple regression analysis. There was consumer acceptance that was high basing on the findings of OFSP puree chapati with an overall sensory score of mean of 4.45 out of 5 and acceptability overall of 4.68. The uniformity of color recorded a sensory rating that was the highest (4.79) while chewiess and ease of tearing each scored 4.74. There was also high preference with a rating of 53.8% OFSP chapati as “much better” and 45.7% as “better” than the wheat chapati which is convenetional. Overall, 75% were willing to pay, with a mean WTP of UGX 831.2 per chapati. WTP was significantly associated with income, education, sex and selected sensory attributes, particularly taste, softness and overall acceptability. The regression model explained 34.1% of the variation in WTP. The study concludes that OFSP puree can be successfully incorporated into chapati while maintaining high consumer acceptability and preference. OFSP chapati therefore has potential as a value-added food product that can increase OFSP utilization and provide market opportunities for processors and farmers. Consumer awareness, affordability and consistent product quality remain important for commercialization. Further research should involve more diverse consumers, different OFSP varieties and puree inclusion levels, and larger-scale market evaluation.
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Undergraduate research report
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Citation
Okalebo, S. (2026). Consumer preference and willingness to pay for orange fleshed sweet potato chapati puree in Soroti city, eastern Uganda. [Unpublished undergraduate research report]. Busitema University.