Sensory quality, price sensitivity, and perceived value as determinants of pigeon pea noodle purchase decisions

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dc.contributor.authorMajili, Zahra Saidi
dc.contributor.authorRybak, Constance
dc.date.accessioned2026-06-02T05:21:58Z
dc.date.available2026-06-02T05:21:58Z
dc.date.issued2026
dc.descriptionJournal article
dc.description.abstractUnderstanding factors that drive consumer purchasing decisions is crucial for promoting value-added food products. This study investigated the influence of sensory attributes, perceived value, and price sensitivity on consumers’ willingness to pay (WTP) for pigeon pea-based noodles (PPBn) in Ruangwa and nachingwea districts, lindi region, Tanzania. a total of 107 consumers evaluated PPBn attributes and propose their preferred price. The mean household food expenditure was 13,625 ± 1653.8 TZS/week during the harvesting season and 25,176 ± 5485.8 TZS/week during the lean season. consumers (52%) spent between 2,500 and 10,000 TZS/day on household food. The majority of consumers (86%) showed willingness to buy the developed PPBn at a median price of 2,000 TZS (iQR = 1,500–2,200) per 1000 g. expenditure per day, package size, and price significantly influenced willingness to pay (χ2 = 27.402, p < 0.005) for the developed noodles. The colour, taste, and aroma of PPBn were perceived to be good, with differences in mouthfeel scores among samples. Sensory attributes, perceived value, and price sensitivity significantly influenced consumers’ willingness to pay for pigeon pea-based noodles. To enhance adoption and market acceptance, producers should focus on improving sensory quality, offering competitively priced and appropriately packaged products, and increasing consumer awareness. These strategies can boost consumption and support nutrition efforts in pigeon pea-producing communities
dc.description.sponsorshipVegi-leg funded project from the Federal Ministry of Food and agriculture (BMel)
dc.identifier.citationhttps://doi.org/10.1080/23311932.2026.2670756
dc.identifier.issn2331-1932
dc.identifier.urihttps://www.suaire.sua.ac.tz/handle/20.500.14820/7632
dc.language.isoen
dc.publisherCogent Food & Agriculture
dc.relation.ispartofseries2026, Vol. 12, no. 1, 2670756
dc.subjectPerceived value
dc.subjectPigeon pea-based noodles
dc.subjectPrice sensitivity
dc.subjectSensory attributes
dc.subjectWillingness to pay
dc.titleSensory quality, price sensitivity, and perceived value as determinants of pigeon pea noodle purchase decisions
dc.typeArticle

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