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Factors influencing soybean utilization in the household consumer market
Technovation 22 (2002) 129–133 www.elsevier.com/locate/technovation
Factors influencing soybean utilization in the household consumer market E.A. Dionco-Adetayo
a,*
, O.F. Olaniyan b, B.O. Ogunba
c
a Department of Management and Accounting, Obafemi Awolowo University, Ile-Ife, Osun State, Nigeria Department of Agricultural Extension and Rural Sociology, Obafemi Awolowo University, Ile-Ife, Osun State, Nigeria Department of Agricultural Extension and Rural Sociology (Home Economics), Obafemi Awolowo University, Ile-Ife, Osun State, Nigeria b
c
Abstract The study examined the factors influencing the level of awareness, training, and adoption of soybean utilization of household consumers. One hundred and ninety-five respondents were interviewed from the three randomly selected local government areas of Osun State. Descriptive analysis show that the level of utilization of soybean is very low despite efforts of the government agencies to educate the consumers. Chi-square results further reveal that there is a significant relationship between age, education, and occupation; and soybean utilization in terms of awareness. Lack of awareness and inadequate training were revealed to have been the factors responsible for low utilization. Consequently, cost, adequate training, and health issues were identified as factors encouraging the use of soybean for household consumption. 2001 Elsevier Science Ltd. All rights reserved. Keywords: Soybean; Utilization; Awareness; Training
1. Introduction Soybean, known in its botanical name glycine max has been described as the meat that grows on vines. It is an excellent source of protein and essential aminoacids. About 40% in soybean seed is protein and ca 20% is unsaturated fatty acids (IART, 1988). Soybean also provides adequate amount of carbohydrates, digestible fibre, minerals, and vitamins. In addition to its high food value, soybean is one of the least expensive source of protein in Nigeria. Food that are also rich in protein like meat, egg, and milk are very expensive and therefore out of reach of the average Nigerian. As a result, malnutrition is commonly seen among the different age groups especially in the rural areas of the country. Soybean has attracted a lot of interest from the scientists, farmers, and other groups of the society. Many programs on soybean packages were organized to demonstrate the use of soybean milk as weaning food and other soybean products for adults to prevent protein imbalance * Corresponding author at: P.O. Box 1084, O.A.U. Post Office, Obafemi Awolowo University, Ile-Ife, Osun State, Nigeria. E-mail addresses: [email protected] (E.A. DioncoAdetayo), [email protected] (O.F. Olaniyan), [email protected] (B.O. Ogunba).
or the so-called malnutrition. In the recent times, there is no where you go in the country, be it rural or urban communities that you would not see soybean seeds being sold for consumption and even for planting. The government has tried all her possible best in teaching the people about the advantages of the legume, its storage and processing techniques, and the kind of dishes that can be prepared with the legume. The research institutions as well, have helped in the promotion of soybean adoption. For instance, The Federal Institute of Industrial Research, Oshodi has formulated a weaning food for infants and malnourished children (Ihekoronye and Ngoddy, 1985). Also, other agencies have served as communication links in the creation of awareness especially the agricultural extension workers. Invariably, despite all the efforts of the concerned agencies directed towards utilization of soybean, malnutrition cases in the country are still rising (Mizpa, 1996). In the light of this, the study examined the factors influencing the utilization of soybean in terms of awareness, training, and adoption of household consumers. The following objectives were sought by the study: 앫 identify the socio-economic characteristics of the household consumers; 앫 determine the level of household consumer aware-
0166-4972/01/$ - see front matter 2001 Elsevier Science Ltd. All rights reserved. PII: S 0 1 6 6 - 4 9 7 2 ( 0 0 ) 0 0 0 7 6 - 6
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E.A. Dionco-Adetayo et al. / Technovation 22 (2002) 129–133
ness, training and adoption of soybean for household consumption; 앫 determine the relationship between the socio-economic characteristics of the household consumers and the level of their soybean awareness, training and adoption; and 앫 identify the perceived factors inhibiting and encouraging their adoption of soybean.
Table 1 Nutritional content of some leguminous cropsa 100 (g)
Water (ml)
Energy (cal)
Protein (g)
Fat (g)
CHO
Soybeans Cowpea Pea Groundnut
10 11 11 45
405 338 339 332
33.7 22.5 22.3 15.0
17.0 1.4 1.1 25.0
33.9 61.0 62.0 12.0
a
Source: Krause and Mahan (1979).
2. Framework for analysis and related studies Malnutrition means lack of one or more essential nutrients resulting in a specific deficiency disease. For instance, protein deficiency results to muscles wastage, growth failure, and ultimately kwashiorkor, marasmus, and protein energy malnutrition (Thiele, 1976). Moreover, there are other malnutrition related diseases. These include malaria, which is a great public health problem in the whole of Africa. Howard (1995) asserts that malaria is aggravated by malnutrition problem. Another related disease is the intestinal parasites, which may be extremely common. These are closely linked with malnutrition. In fact, it has been established that hookworms, which suck blood cause a loss of iron and other nutrients needed by the body. According to Thiele (1976), a young child suffering from malnutrition may become a victim of irreversible brain damage, and a person who is undernourished is much more likely to succumb to an infection than one of good nutritional status. On the basis of these associated diseases with malnutrition, one cannot deny that malnutrition in the country is increasing and that the diets in the rural areas, in particular are chronically deficient in protein. The reason behind this health disorder could not be far from the low-economic level of the people. The average families can no longer meet the protein requirement because most of the food rich in protein are beyond the reach of the masses. Next to water, protein is the most plentiful substance in the body. If all the water were squeezed out, about half of the body dry weight would be protein. About a third of this protein is found in muscle tissue and the remainder is distributed in soft tissues, bones, teeth, cartilages, skin, and body fluids. And of the body fluids, protein is in the blood and 95% of hemoglobin molecules is protein. Other proteins in the blood are defenders for they give the body the means of developing resistance and sometimes immunity to diseases (Krause and Mahan, 1979). Since proteins serve such important and essential functions of the body, it is only imperative to consider its dietary intake and sources. Among the leguminous crops shown in Table 1, soybean has the highest (33.7 g) protein value. Soybean was introduced in Nigeria in
1964 as a source of protein to curb the rampant state of malnutrition and kwashiorkor specifically among infants. ‘Soymilk’ was used to replace the expensive cow and powdered milk for babies. ‘Soy-ogi’ was also introduced as infant weaning food made from soybean and maize. Various recipes were developed by the Institute of Agricultural Research and Training in Ibadan to improve the nutritional status of the generality of the people and to stimulate greater use at home level. These recipes include candies, pancake, burgers, pudding, ‘soy-amala’, ‘soy-ikokore’, ‘soy-moinmoin’, ‘soy-eko’, and many other recipes. The teaching of all these recipes was made possible by the communication links employed by the agencies concerned like agricultural agents, medical practitioners, leaflets, and news media. However, the impact of the conceived soybean utilization was not felt because of the increasing malnutrition cases in the country. Agricultural crops like soybean, and like any other products for household consumption, creating awareness is very important. Williams (1978) emphasized that adoption depends on the exposure of the product users. They want to be informed about the product and on the changes brought about by using the product. In other words, users need to be taught. Savile (1965) pointed the importance of demonstration as teaching method for products especially crops that requires processing before consumption. This would definitely develop liking, preference, and conviction to adopt a particular food crop. The process of adoption follows the principle of consumer buying process. According to Loudon and Bitta (1993), need recognition, information search, evaluation of information, are stages before making a decision to either buy or not to buy. This suggests that consumers have to know the benefits and advantages they could derive from using the product before they could make a purchase decision. And along the process of making decision, it is necessary for the marketer to provide adequate information and demonstrate the operation of the product. With all these at the background, the study postulated that utilization of soybean depends on factors like awareness, training, and adoption.
E.A. Dionco-Adetayo et al. / Technovation 22 (2002) 129–133
3. Research methodology Systematic sampling technique was used to select the three local government areas in Osun State, namely, Ila, Olurunda, and Ife South. Two villages were selected from each local government making a total of six villages. Each selected village was divided into enumeration blocks. The head of the households present during the visit were interviewed using a structured interview technique. A total of 195 questionnaire were administered with preference given to female and married household heads, hence they are responsible mostly in food preparation in Nigerian setting than male and single people. The variables of the study were measured using nominal, ordinal, and five-point scales. The data were analyzed using descriptive statistical technique to describe the variables of interest, while chi-square was used to determine the relationship between the socioeconomic characteristics and the levels of awareness, training, and adoption.
4. Results and discussion 4.1. Socio-economic characteristics The results in Table 2 show that 55% of the respondents were males, while 45% were females. There were about 12% of the respondents who were below 20 years Table 2 Distribution of respondents on socio-economic characteristicsa Variables Gender Male Female Age Below 20 years 21–30 31–40 41–50 Above 51 years Education 0 year 1–3 3–6 6–9 9–11 12 and above Occupation Farming Trading
a
Source: Survey 1999.
Frequency
Percentage
107 88 195
55.0 45.0 100.0
24 33 52 46 40 195
12.0 17.0 27.0 24.0 21.0 100.0
75 22 35 37 19 07 195
38.0 11.0 18.0 19.0 10.0 04.0 100.0
135 39 195
69.0 31.0 100.0
131
of age, 17% were between 21 and 30 years, 27% between 31 and 30 years, 24% between 41 and 50 years, and 21% were 51 years and above. In the number of years spent in education, 38% of the respondents did not attend formal schooling, 11% spent between 1 and 3 years, 18% spent between 3 and 6 years, 19% spent between 6 and 9 years, and 10% spent between 9 and 11 years, while 4% spent above 11 years in formal schooling. The data also show that 69% were farmers, and 31% were traders. 4.2. Level of awareness, training, and adoption of soybean The data in Table 3 show that about 45% of the respondents are not aware nor have heard soybean packages, while 55% expressed their awareness about the soybean packages. Among those who have heard about soybean packages, only 4% claimed to have been very much aware of it, 18% are much aware, and 21% moderately aware of the soybean packages. The mean score of 2.24 implies that the respondents have heard and are aware of soybean packages. However, despite the average awareness of the respondents, majority (73%) of them did not received any training program on soybean packages, and only 27% have undergone the training. Among those who were trained, only 7% claimed to have had much adequate training, 14% moderate, and 6% claimed to have had quite a bit of training. The data implies that not all of those who are aware of the soybean packages went for training, and that the training program was not that effective, hence only 14% claimed to have had average training. The data could also be inferred that the training program meant for soybean did not reach the target audience. The adoption of soybean packages is low as revealed by the mean score of 1.32 shown in Table 2. Eightytwo percent of the respondents did not adopt soybean packages. Among those who adopted (18%), 3% adopted the soybean package very much, 9% average, and 6% quite a bit. These results would not be a surprise because the training of the respondents was very low. Adoption would not take place if awareness and training which are part and parcel of the process are poor. 4.3. Awareness, training, and adoption; and socioeconomic characteristics The results in Table 4 show that there is a significant relationship between awareness and education, hence the calculated value (12.50) is greater that the tabulated value (11.07). This could be inferred that the level of awareness of the respondents on soybeans packages is influenced by the number of years they attended formal schooling. Hence, education influences an individual to
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E.A. Dionco-Adetayo et al. / Technovation 22 (2002) 129–133
Table 3 Distribution of respondents on the level of awareness, training, and adoptiona Variables
Awareness Training Adoption a
Very much
Much
F
F
%
F
36 13 6
18.0 7.0 3.0
41 27 17
%
7 0 0
4.0 0.0 0.0
Moderate
Variables: Awareness Education Gender Age Occupation Training Education Gender Age Occupation Adoption Education Gender Age Occupation a
c
Not at all
%
F
%
F
%
21.0 14.0 9.0
24 12 12
12.0 6. 6.0
87 143 160
45 73.0 82.0
2.24 1.53 1.32
Source:Survey 1999. Score: very much (5), much (4), moderate (3), quite a bit (2), not at all (1).
Table 4 Results of chi-square on socio-economic factors; and awareness, training, and adoption
b
Mean score
Quite a bit
c2ca
df
c2tb
Pc
12.49910 0.74057 9.82712 7.57007
5 1 4 2
11.070 3.841 9.488 5.991
S NS S S
6.92018 2.08325 3.68490 2.87987
5 1 4 2
11.070 3.841 9.488 5.991
NS NS NS NS
8.33280 1.02902 3.03308 1.71122
5 1 4 2
11.070 3.841 9.488 5.991
NS NS NS NS
c2c, Calculated value. c2t, Tabulated value. S, Significant; NS, non-significant.
make right decisions, and makes him aware of his environment. The results also show a significant relationship that exist between age and awareness, and occupation and awareness. Thus, a calculated values of 9.83 and 7.57 are greater than the tabulated values of 7.57 and 5.99, respectively. In other words, a growing person is becoming more aware of what is happening in his environment. He is basically concerned on his personal and family needs, physically and psychologically. He becomes very particular on issues like food, health, nutrition as well as economic matters. Occupation has significant relationship with awareness because farmers do not only plant but also consume their own products. In other words, they are more interested to grow crops for personal consumption. However, there is no significant relationship between education, age, gender, and occupation; and training. The results might have been influenced by the high%age of respondents who were not aware of the soybean package program. People, particularly in rural communities, could only be effectively informed through the use of
local leaders. Their willingness to participate training programs depends on their awareness. Also, the nonexisting relationship between adoption and the socioeconomic characteristics could be attributed again to the fact that the awareness on soybean package program was very poor. Hence, an individual might be interested to attend a training program if he is aware of it. 4.4. Factors inhibiting adoption Majority (55%) of the respondents expressed their feelings that lack of awareness inhibits the adoption of soybean as shown in Table 5. This was predicated by the results in Table 3 that majority (82%) of the respondents were not aware of the soybean package program. It is important to note that awareness could influence the adoption of the program. Inadequate training (29%) also inhibits the adoption of the soybean package program. This means that despite the respondents awareness, if training is not adequate, adoption would be a failure. The results also show that about 11% of the respondents expressed their opinion that adoption was inhibited by the nature of the crop they cultivate, hence cassava is the major crop they produce. About 5% expressed an opinion that social factor inhibited their adoption. 4.5. Factors encouraging adoption Majority (34%) of the respondents as shown in Table 6 are encouraged to adopt soybean because of its lesser cost compared with other sources of protein available Table 5 Distribution of respondents by factors inhibiting adoptiona Variables
Frequency
Percentage
Lack of awareness Nature of their produce Social factor Health factor Inadequate training Total
107 22 9 0 57 195
55 11 5 0 29 100
a
Source: Survey 1999.
E.A. Dionco-Adetayo et al. / Technovation 22 (2002) 129–133
Table 6 Distribution of respondents by factors encouraging adoptiona Variables
Frequency
Percentage
Less costly Training Motivation Health factor Easy processing technique Total
66 62 5 34 28 195
34 32 3 17 14 100
a
Source: Survey 1999.
in the market. Thirty-two percent of them expressed an opinion that the kind of training they underwent influenced them to adopt soybean, while health and processing technique contributed 17 and 14%, respectively, to adoption. Only 3% expressed an opinion on motivation as a factor influencing soybean adoption.
5. Conclusion and recommendation The study conclude that despite the usefulness, affordability, and availability of soybean for household consumption, its utilization is low. The low level of utilization is influenced by the low level of awareness and training. Consequently, adoption would be negligible, hence consumers did not develop liking, preference, and conviction to use the crop. The study also concludes that if there would be effective intensified promotion campaigns to create more awareness and an adequate training program in most of the rural areas, utilization of soybean would increase. Evidence from the findings that apart from creating awareness and training factors, health and economic issues were perceived to contribute largely in utilizing soybean by the household consumers. Therefore, it is recommended that the government and other concerned agencies should consider the importance of awareness. And if the problem of malnutrition in the country is to be addressed effectively and economically, the responsible agencies should strategically reach the targeted audience on the basis of age, education, and occupation. The message must be tailored to the socioeconomic background of the users. Furthermore, it is advocated that the communication strategies should emphasize cost and health issues. Training should also
133
be considered of equal importance. To introduce appropriate, easy and modern processing techniques would make the adoption of soybean feasible. References Howard, P., 1995. Childhood malaria in Africa. Africa Health 16 (2), 1. Ihekoronye, A., Ngoddy, P., 1985. Integrated food science and technology. In: Food Science and Technology for the Tropics. Macmillan, London. Institute of Agricultural Research and Training (IART), Soyabean Recipes, Obafemi Awolowo University, Moor Plantation, Ibadan, 1988 Krause, M., Mahan, K., 1979. Food, Nutrition and Diet Therapy, 6th edn. Saunders, Philadelphia, USA. Loudon, D., Bitta, A., 1993. Consumer Behaviour. McGraw–Hill, New York, USA. Mizpa, 1996. Malnutrition. North Philippine Union Mission of Seventh Day Adventist 69 (3). Savile, A., 1965. Extension in Rural Communities. Oxford University Press, London. Thiele, V., 1976. Clinical Nutrition. The C.V. Mosby Company, New York. Williams, T., 1978. Rural Development in Nigeria. University of Ife Press, Ile-Ife, Nigeria.
Further reading Survey, 1999. Primary data collected and analyzed in the study. Erlinda A. Dionco-Adetayo, B.Sc. (Mla, Phils), M.B.A. (Mla, Phils), Ph.D.Bus.Adm. (Ife, Nig) is a Lecturer in the Department of Management and Accounting and an Associate Lecturer in the Department of Agricultural Extension and Rural Sociology, Obafemi Awolowo University, IleIfe, Nigeria. She was, at one time, a Lecturer in PSBA, Philippines (1986– 1993). She joined Obafemi Awolowo University, Nigeria in 1994 and has taught undergraduate and postgraduate courses. She is also lecturing in the Executive MBA Programme of the same university. Her research focus are Entrepreneurial Development and Marketing. Olanike Fasilat Olaniyan is an Assistant Lecturer in the Department of Agricultural Extension and Rural Sociology, Faculty of Agriculture, Obafemi Awolowo University, Ile-Ife, Nigeria. She holds a Bachelor of Agriculture (first class honours) and Master of Philosophy in Agricultural Extension and Rural Sociology. She focuses on women’s studies in the field of rural development. Beatrice Olubukola Ogunba holds a first class B.Sc. degree in Home Economics (Foods and Nutrition), Obafemi Awolowo University, Ile-Ife, Nigeria and M.Sc. Human Nutrition, University of Ibadan. Her research work focuses on children nutrition. She is a lecturer in the Home Economics Unit, Department of Agricultural Extension and Rural Sociology, Obafemi Awolowo University.
Factors influencing soybean utilization in the household consumer market E.A. Dionco-Adetayo
a,*
, O.F. Olaniyan b, B.O. Ogunba
c
a Department of Management and Accounting, Obafemi Awolowo University, Ile-Ife, Osun State, Nigeria Department of Agricultural Extension and Rural Sociology, Obafemi Awolowo University, Ile-Ife, Osun State, Nigeria Department of Agricultural Extension and Rural Sociology (Home Economics), Obafemi Awolowo University, Ile-Ife, Osun State, Nigeria b
c
Abstract The study examined the factors influencing the level of awareness, training, and adoption of soybean utilization of household consumers. One hundred and ninety-five respondents were interviewed from the three randomly selected local government areas of Osun State. Descriptive analysis show that the level of utilization of soybean is very low despite efforts of the government agencies to educate the consumers. Chi-square results further reveal that there is a significant relationship between age, education, and occupation; and soybean utilization in terms of awareness. Lack of awareness and inadequate training were revealed to have been the factors responsible for low utilization. Consequently, cost, adequate training, and health issues were identified as factors encouraging the use of soybean for household consumption. 2001 Elsevier Science Ltd. All rights reserved. Keywords: Soybean; Utilization; Awareness; Training
1. Introduction Soybean, known in its botanical name glycine max has been described as the meat that grows on vines. It is an excellent source of protein and essential aminoacids. About 40% in soybean seed is protein and ca 20% is unsaturated fatty acids (IART, 1988). Soybean also provides adequate amount of carbohydrates, digestible fibre, minerals, and vitamins. In addition to its high food value, soybean is one of the least expensive source of protein in Nigeria. Food that are also rich in protein like meat, egg, and milk are very expensive and therefore out of reach of the average Nigerian. As a result, malnutrition is commonly seen among the different age groups especially in the rural areas of the country. Soybean has attracted a lot of interest from the scientists, farmers, and other groups of the society. Many programs on soybean packages were organized to demonstrate the use of soybean milk as weaning food and other soybean products for adults to prevent protein imbalance * Corresponding author at: P.O. Box 1084, O.A.U. Post Office, Obafemi Awolowo University, Ile-Ife, Osun State, Nigeria. E-mail addresses: [email protected] (E.A. DioncoAdetayo), [email protected] (O.F. Olaniyan), [email protected] (B.O. Ogunba).
or the so-called malnutrition. In the recent times, there is no where you go in the country, be it rural or urban communities that you would not see soybean seeds being sold for consumption and even for planting. The government has tried all her possible best in teaching the people about the advantages of the legume, its storage and processing techniques, and the kind of dishes that can be prepared with the legume. The research institutions as well, have helped in the promotion of soybean adoption. For instance, The Federal Institute of Industrial Research, Oshodi has formulated a weaning food for infants and malnourished children (Ihekoronye and Ngoddy, 1985). Also, other agencies have served as communication links in the creation of awareness especially the agricultural extension workers. Invariably, despite all the efforts of the concerned agencies directed towards utilization of soybean, malnutrition cases in the country are still rising (Mizpa, 1996). In the light of this, the study examined the factors influencing the utilization of soybean in terms of awareness, training, and adoption of household consumers. The following objectives were sought by the study: 앫 identify the socio-economic characteristics of the household consumers; 앫 determine the level of household consumer aware-
0166-4972/01/$ - see front matter 2001 Elsevier Science Ltd. All rights reserved. PII: S 0 1 6 6 - 4 9 7 2 ( 0 0 ) 0 0 0 7 6 - 6
130
E.A. Dionco-Adetayo et al. / Technovation 22 (2002) 129–133
ness, training and adoption of soybean for household consumption; 앫 determine the relationship between the socio-economic characteristics of the household consumers and the level of their soybean awareness, training and adoption; and 앫 identify the perceived factors inhibiting and encouraging their adoption of soybean.
Table 1 Nutritional content of some leguminous cropsa 100 (g)
Water (ml)
Energy (cal)
Protein (g)
Fat (g)
CHO
Soybeans Cowpea Pea Groundnut
10 11 11 45
405 338 339 332
33.7 22.5 22.3 15.0
17.0 1.4 1.1 25.0
33.9 61.0 62.0 12.0
a
Source: Krause and Mahan (1979).
2. Framework for analysis and related studies Malnutrition means lack of one or more essential nutrients resulting in a specific deficiency disease. For instance, protein deficiency results to muscles wastage, growth failure, and ultimately kwashiorkor, marasmus, and protein energy malnutrition (Thiele, 1976). Moreover, there are other malnutrition related diseases. These include malaria, which is a great public health problem in the whole of Africa. Howard (1995) asserts that malaria is aggravated by malnutrition problem. Another related disease is the intestinal parasites, which may be extremely common. These are closely linked with malnutrition. In fact, it has been established that hookworms, which suck blood cause a loss of iron and other nutrients needed by the body. According to Thiele (1976), a young child suffering from malnutrition may become a victim of irreversible brain damage, and a person who is undernourished is much more likely to succumb to an infection than one of good nutritional status. On the basis of these associated diseases with malnutrition, one cannot deny that malnutrition in the country is increasing and that the diets in the rural areas, in particular are chronically deficient in protein. The reason behind this health disorder could not be far from the low-economic level of the people. The average families can no longer meet the protein requirement because most of the food rich in protein are beyond the reach of the masses. Next to water, protein is the most plentiful substance in the body. If all the water were squeezed out, about half of the body dry weight would be protein. About a third of this protein is found in muscle tissue and the remainder is distributed in soft tissues, bones, teeth, cartilages, skin, and body fluids. And of the body fluids, protein is in the blood and 95% of hemoglobin molecules is protein. Other proteins in the blood are defenders for they give the body the means of developing resistance and sometimes immunity to diseases (Krause and Mahan, 1979). Since proteins serve such important and essential functions of the body, it is only imperative to consider its dietary intake and sources. Among the leguminous crops shown in Table 1, soybean has the highest (33.7 g) protein value. Soybean was introduced in Nigeria in
1964 as a source of protein to curb the rampant state of malnutrition and kwashiorkor specifically among infants. ‘Soymilk’ was used to replace the expensive cow and powdered milk for babies. ‘Soy-ogi’ was also introduced as infant weaning food made from soybean and maize. Various recipes were developed by the Institute of Agricultural Research and Training in Ibadan to improve the nutritional status of the generality of the people and to stimulate greater use at home level. These recipes include candies, pancake, burgers, pudding, ‘soy-amala’, ‘soy-ikokore’, ‘soy-moinmoin’, ‘soy-eko’, and many other recipes. The teaching of all these recipes was made possible by the communication links employed by the agencies concerned like agricultural agents, medical practitioners, leaflets, and news media. However, the impact of the conceived soybean utilization was not felt because of the increasing malnutrition cases in the country. Agricultural crops like soybean, and like any other products for household consumption, creating awareness is very important. Williams (1978) emphasized that adoption depends on the exposure of the product users. They want to be informed about the product and on the changes brought about by using the product. In other words, users need to be taught. Savile (1965) pointed the importance of demonstration as teaching method for products especially crops that requires processing before consumption. This would definitely develop liking, preference, and conviction to adopt a particular food crop. The process of adoption follows the principle of consumer buying process. According to Loudon and Bitta (1993), need recognition, information search, evaluation of information, are stages before making a decision to either buy or not to buy. This suggests that consumers have to know the benefits and advantages they could derive from using the product before they could make a purchase decision. And along the process of making decision, it is necessary for the marketer to provide adequate information and demonstrate the operation of the product. With all these at the background, the study postulated that utilization of soybean depends on factors like awareness, training, and adoption.
E.A. Dionco-Adetayo et al. / Technovation 22 (2002) 129–133
3. Research methodology Systematic sampling technique was used to select the three local government areas in Osun State, namely, Ila, Olurunda, and Ife South. Two villages were selected from each local government making a total of six villages. Each selected village was divided into enumeration blocks. The head of the households present during the visit were interviewed using a structured interview technique. A total of 195 questionnaire were administered with preference given to female and married household heads, hence they are responsible mostly in food preparation in Nigerian setting than male and single people. The variables of the study were measured using nominal, ordinal, and five-point scales. The data were analyzed using descriptive statistical technique to describe the variables of interest, while chi-square was used to determine the relationship between the socioeconomic characteristics and the levels of awareness, training, and adoption.
4. Results and discussion 4.1. Socio-economic characteristics The results in Table 2 show that 55% of the respondents were males, while 45% were females. There were about 12% of the respondents who were below 20 years Table 2 Distribution of respondents on socio-economic characteristicsa Variables Gender Male Female Age Below 20 years 21–30 31–40 41–50 Above 51 years Education 0 year 1–3 3–6 6–9 9–11 12 and above Occupation Farming Trading
a
Source: Survey 1999.
Frequency
Percentage
107 88 195
55.0 45.0 100.0
24 33 52 46 40 195
12.0 17.0 27.0 24.0 21.0 100.0
75 22 35 37 19 07 195
38.0 11.0 18.0 19.0 10.0 04.0 100.0
135 39 195
69.0 31.0 100.0
131
of age, 17% were between 21 and 30 years, 27% between 31 and 30 years, 24% between 41 and 50 years, and 21% were 51 years and above. In the number of years spent in education, 38% of the respondents did not attend formal schooling, 11% spent between 1 and 3 years, 18% spent between 3 and 6 years, 19% spent between 6 and 9 years, and 10% spent between 9 and 11 years, while 4% spent above 11 years in formal schooling. The data also show that 69% were farmers, and 31% were traders. 4.2. Level of awareness, training, and adoption of soybean The data in Table 3 show that about 45% of the respondents are not aware nor have heard soybean packages, while 55% expressed their awareness about the soybean packages. Among those who have heard about soybean packages, only 4% claimed to have been very much aware of it, 18% are much aware, and 21% moderately aware of the soybean packages. The mean score of 2.24 implies that the respondents have heard and are aware of soybean packages. However, despite the average awareness of the respondents, majority (73%) of them did not received any training program on soybean packages, and only 27% have undergone the training. Among those who were trained, only 7% claimed to have had much adequate training, 14% moderate, and 6% claimed to have had quite a bit of training. The data implies that not all of those who are aware of the soybean packages went for training, and that the training program was not that effective, hence only 14% claimed to have had average training. The data could also be inferred that the training program meant for soybean did not reach the target audience. The adoption of soybean packages is low as revealed by the mean score of 1.32 shown in Table 2. Eightytwo percent of the respondents did not adopt soybean packages. Among those who adopted (18%), 3% adopted the soybean package very much, 9% average, and 6% quite a bit. These results would not be a surprise because the training of the respondents was very low. Adoption would not take place if awareness and training which are part and parcel of the process are poor. 4.3. Awareness, training, and adoption; and socioeconomic characteristics The results in Table 4 show that there is a significant relationship between awareness and education, hence the calculated value (12.50) is greater that the tabulated value (11.07). This could be inferred that the level of awareness of the respondents on soybeans packages is influenced by the number of years they attended formal schooling. Hence, education influences an individual to
132
E.A. Dionco-Adetayo et al. / Technovation 22 (2002) 129–133
Table 3 Distribution of respondents on the level of awareness, training, and adoptiona Variables
Awareness Training Adoption a
Very much
Much
F
F
%
F
36 13 6
18.0 7.0 3.0
41 27 17
%
7 0 0
4.0 0.0 0.0
Moderate
Variables: Awareness Education Gender Age Occupation Training Education Gender Age Occupation Adoption Education Gender Age Occupation a
c
Not at all
%
F
%
F
%
21.0 14.0 9.0
24 12 12
12.0 6. 6.0
87 143 160
45 73.0 82.0
2.24 1.53 1.32
Source:Survey 1999. Score: very much (5), much (4), moderate (3), quite a bit (2), not at all (1).
Table 4 Results of chi-square on socio-economic factors; and awareness, training, and adoption
b
Mean score
Quite a bit
c2ca
df
c2tb
Pc
12.49910 0.74057 9.82712 7.57007
5 1 4 2
11.070 3.841 9.488 5.991
S NS S S
6.92018 2.08325 3.68490 2.87987
5 1 4 2
11.070 3.841 9.488 5.991
NS NS NS NS
8.33280 1.02902 3.03308 1.71122
5 1 4 2
11.070 3.841 9.488 5.991
NS NS NS NS
c2c, Calculated value. c2t, Tabulated value. S, Significant; NS, non-significant.
make right decisions, and makes him aware of his environment. The results also show a significant relationship that exist between age and awareness, and occupation and awareness. Thus, a calculated values of 9.83 and 7.57 are greater than the tabulated values of 7.57 and 5.99, respectively. In other words, a growing person is becoming more aware of what is happening in his environment. He is basically concerned on his personal and family needs, physically and psychologically. He becomes very particular on issues like food, health, nutrition as well as economic matters. Occupation has significant relationship with awareness because farmers do not only plant but also consume their own products. In other words, they are more interested to grow crops for personal consumption. However, there is no significant relationship between education, age, gender, and occupation; and training. The results might have been influenced by the high%age of respondents who were not aware of the soybean package program. People, particularly in rural communities, could only be effectively informed through the use of
local leaders. Their willingness to participate training programs depends on their awareness. Also, the nonexisting relationship between adoption and the socioeconomic characteristics could be attributed again to the fact that the awareness on soybean package program was very poor. Hence, an individual might be interested to attend a training program if he is aware of it. 4.4. Factors inhibiting adoption Majority (55%) of the respondents expressed their feelings that lack of awareness inhibits the adoption of soybean as shown in Table 5. This was predicated by the results in Table 3 that majority (82%) of the respondents were not aware of the soybean package program. It is important to note that awareness could influence the adoption of the program. Inadequate training (29%) also inhibits the adoption of the soybean package program. This means that despite the respondents awareness, if training is not adequate, adoption would be a failure. The results also show that about 11% of the respondents expressed their opinion that adoption was inhibited by the nature of the crop they cultivate, hence cassava is the major crop they produce. About 5% expressed an opinion that social factor inhibited their adoption. 4.5. Factors encouraging adoption Majority (34%) of the respondents as shown in Table 6 are encouraged to adopt soybean because of its lesser cost compared with other sources of protein available Table 5 Distribution of respondents by factors inhibiting adoptiona Variables
Frequency
Percentage
Lack of awareness Nature of their produce Social factor Health factor Inadequate training Total
107 22 9 0 57 195
55 11 5 0 29 100
a
Source: Survey 1999.
E.A. Dionco-Adetayo et al. / Technovation 22 (2002) 129–133
Table 6 Distribution of respondents by factors encouraging adoptiona Variables
Frequency
Percentage
Less costly Training Motivation Health factor Easy processing technique Total
66 62 5 34 28 195
34 32 3 17 14 100
a
Source: Survey 1999.
in the market. Thirty-two percent of them expressed an opinion that the kind of training they underwent influenced them to adopt soybean, while health and processing technique contributed 17 and 14%, respectively, to adoption. Only 3% expressed an opinion on motivation as a factor influencing soybean adoption.
5. Conclusion and recommendation The study conclude that despite the usefulness, affordability, and availability of soybean for household consumption, its utilization is low. The low level of utilization is influenced by the low level of awareness and training. Consequently, adoption would be negligible, hence consumers did not develop liking, preference, and conviction to use the crop. The study also concludes that if there would be effective intensified promotion campaigns to create more awareness and an adequate training program in most of the rural areas, utilization of soybean would increase. Evidence from the findings that apart from creating awareness and training factors, health and economic issues were perceived to contribute largely in utilizing soybean by the household consumers. Therefore, it is recommended that the government and other concerned agencies should consider the importance of awareness. And if the problem of malnutrition in the country is to be addressed effectively and economically, the responsible agencies should strategically reach the targeted audience on the basis of age, education, and occupation. The message must be tailored to the socioeconomic background of the users. Furthermore, it is advocated that the communication strategies should emphasize cost and health issues. Training should also
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be considered of equal importance. To introduce appropriate, easy and modern processing techniques would make the adoption of soybean feasible. References Howard, P., 1995. Childhood malaria in Africa. Africa Health 16 (2), 1. Ihekoronye, A., Ngoddy, P., 1985. Integrated food science and technology. In: Food Science and Technology for the Tropics. Macmillan, London. Institute of Agricultural Research and Training (IART), Soyabean Recipes, Obafemi Awolowo University, Moor Plantation, Ibadan, 1988 Krause, M., Mahan, K., 1979. Food, Nutrition and Diet Therapy, 6th edn. Saunders, Philadelphia, USA. Loudon, D., Bitta, A., 1993. Consumer Behaviour. McGraw–Hill, New York, USA. Mizpa, 1996. Malnutrition. North Philippine Union Mission of Seventh Day Adventist 69 (3). Savile, A., 1965. Extension in Rural Communities. Oxford University Press, London. Thiele, V., 1976. Clinical Nutrition. The C.V. Mosby Company, New York. Williams, T., 1978. Rural Development in Nigeria. University of Ife Press, Ile-Ife, Nigeria.
Further reading Survey, 1999. Primary data collected and analyzed in the study. Erlinda A. Dionco-Adetayo, B.Sc. (Mla, Phils), M.B.A. (Mla, Phils), Ph.D.Bus.Adm. (Ife, Nig) is a Lecturer in the Department of Management and Accounting and an Associate Lecturer in the Department of Agricultural Extension and Rural Sociology, Obafemi Awolowo University, IleIfe, Nigeria. She was, at one time, a Lecturer in PSBA, Philippines (1986– 1993). She joined Obafemi Awolowo University, Nigeria in 1994 and has taught undergraduate and postgraduate courses. She is also lecturing in the Executive MBA Programme of the same university. Her research focus are Entrepreneurial Development and Marketing. Olanike Fasilat Olaniyan is an Assistant Lecturer in the Department of Agricultural Extension and Rural Sociology, Faculty of Agriculture, Obafemi Awolowo University, Ile-Ife, Nigeria. She holds a Bachelor of Agriculture (first class honours) and Master of Philosophy in Agricultural Extension and Rural Sociology. She focuses on women’s studies in the field of rural development. Beatrice Olubukola Ogunba holds a first class B.Sc. degree in Home Economics (Foods and Nutrition), Obafemi Awolowo University, Ile-Ife, Nigeria and M.Sc. Human Nutrition, University of Ibadan. Her research work focuses on children nutrition. She is a lecturer in the Home Economics Unit, Department of Agricultural Extension and Rural Sociology, Obafemi Awolowo University.