Consumer Acceptance of a New Fast Food: The Case of Akara

Sukant K. Misra, Stanley M. Fletcher, Kay H. McWatters

Research output: Contribution to journalArticle

3 Scopus citations

Abstract

Cowpeas are a nutritious legume, but their consumption in the U.S. is limited. Akara is a popular West African food made form cowpea and has potential for extending the use of dry cowpeas in the U.S. markets. The study used survey data of 267 teenagers to assess Akara’s acceptability by American teenagers as a fast food alternative. An ordered probit model was estimated to identify the impacts of various exogenous variables on the probability of consumers’ willingness to consume. The results indicate that the potential for Akara as a fast food is reasonably good, especially for a niche market.

Original languageEnglish
Pages (from-to)25-35
Number of pages11
JournalJournal of Food Products Marketing
Volume3
Issue number1
DOIs
StatePublished - Jan 1 1996

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