Determinants of intensity of utilization of Baobab products in Kenya

Figures & data

Figure 1. Map of study areas.

Table 1. Description and expected sign of variables included in the intensity of utilization models

Variable	Definition and their measure	Expected Sign
Dependent variable
Intensity of utilization.	Number of baobab products that a consumer has utilized over the past one year. (count variable)
Independent variables
Age	Age of the respondent in years (Continuous variable)	±
Household size	Number of members in the households (Continuous variable).	+
Household income	Aggregate income in Ksh (Continuous variable)	+
Market Distance	Distance to preferred product market in Kilometers(Continuous)	-
Years of product usage	Years of product usage (Continuous variable).	+
Education level	Number of years spent in school (Continuous variable)	+
Awareness level	Number of the products the respondent is aware of (count data).	+

Table 2. Socio-economic and demographic characteristics rural and urban baobab consumers

	Mean			t—ratio	sig
Continuous	Rural	Urban	Overall
Age of the consumer (years)	36.88	30.81	31.67	3.45***	0.001
Household size	4.52	3.68	3.80	2.64**	0.009
Consumers’ HH income (KES)	47,540.00	79,247.19	74,756.09	−1.25	0.211
Market distance in (Km)	7.00	8.47	8.26	−1.04	0.299
Years of product consumption	8.56	11.29	10.90	−1.73*	0.085
Education level	9.22	11.22	10.94	−3.31***	0.001
Product awareness score	5.92	6.18	6.14	−0.42	0.672
Total score for usage	4.24	4.15	4.16	0.20	0.842
Categorical variables	Percentage			x^2ratio	sig
Gender
Female	80.0	52.5	56.4
Male	20.0	47.5	43.6
Total	14.2	85.8	100.0	13.221***	0.000
Group membership
No	30.0	37.6	36.5
Yes	70.0	62.4	63.5
Total	14.2	85.8	100.0	1.076	0.300
Credit access
No	64.0	60.1	60.6
Yes	36.0	39.9	39.4
Total	14.6	85.8	100.0	0.278	0.598

*, **, ***, Significant levels at 10, 5, 1%, respectively.

Two-tailed t-test was used to determine significance difference in continuous variables between rural and urban consumers.

Pearson Chi square-test was used to determine relationship in categorical variables between rural and urban consumers.

Table 3. Factors influencing intensity of utilization of baobab products

	Standard Poisson regression			Zero-truncated Poisson regression
Variable	Coef.	Std. Err	P>/z/	Coef.	Std. Err	P>/z/
Income level	−0.0052	0.0320	0.8700	−0.0024	0.0337	0.9430
Education level	−0.0223***	0.0067	0.0010	−0.0251***	0.0070	0.0000
Years of product usage	0.0080***	0.0021	0.0000	0.0086***	0.0022	0.0000
Household size	−0.1181***	0.0425	0.0050	−0.1402***	0.0448	0.0020
Market distance	0.0001	0.0006	0.9230	0.0000	0.0006	0.9560
Awareness level	0.1006***	0.0047	0.0000	0.1065***	0.0049	0.0000
Group membership	0.0324	0.0596	0.5870	0.0389	0.0638	0.5420
Access to credit	0.0194	0.0541	0.7200	0.0292	0.0569	0.6080
Constant	0.9989	0.3230	0.0020	0.9168	0.3404	0.0070
	Number of obs = 353			Number of obs = 353
	LR chi2(8) = 510.94			LR chi2(8) = 540.45
	Prob > chi^2 = 0.0000			Prob > chi^2 = 0.0000
	Pseudo R2 = 0.2756			Pseudo R2 = 0.2930
	Log likelihood = −671.59109			Log likelihood = −652.11069

*, **, ***, Significant levels at 10, 5, 1%, respectively.

Table 4. Akaike’s information criterion and Bayesian information criterion

Model	Obs.	ll(null)	ll(model)	df	AIC	BIC
Zero -truncated Poisson	353	−922.33	−652.11	9	1322.22	1357.02
Standard Poisson	353	−927.06	−671.59	9	1361.18	1395.98

Table 5. Results of exploratory factor analysis

Factor and item description	Factor Loading	% Variance explained
Factor 1. Availability, affordability, and income value		18.80
Baobab pulp prices are very affordable	0.901
Baobab pulp products are readily available in my local market	0.796
Consuming baobab pulp products improve incomes for the locals	0.603
Factor 2. Trust, taste and nutritive value, cultural perception		14.79
Consumption of baobab pulp food products is a poor man’s diet	0.773
I do not trust how baobab pulp food products are processed	−0.599
Baobab pulp products are tasteless	0.548
Baobab pulp provide enough nutrients necessary for my body	−0.544
Factor 3. Cultural values and health difference		14.00
Our cultural values influence the consumption of baobab pulp related products	0.787
Baobab pulp make a difference in my health	0.648
Factor 4. Age and freshness		13.47
Baobab pulp is good for all age groups	0.677
I consume baobab pulp food products simply because of their freshness	−0.605
Total variance explained		61.06
Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization.