Abstract:
The study assessed the preference and purchase behavior of sweet consumers in Luuka Town Council, Luuka district. Understanding the consumption decisions for the sweet potatoes enhances the utilization of the sweet potato crop and the study involved use of descriptive statistics to identify the characteristics that drive consumer preferences for sweet potatoes and to determine the frequency and purchase volume of sweet potato consumers. Random sampling technique was adopted to select the 110 respondents and data was collected using the structured questionnaire with both closed and open-ended questions. Results in the report indicated that the preference level was influenced by form, nutritional benefits, forms of sweet potatoes were considered as the factors that drive consumer preference for the sweet potatoes. In relation to frequency and purchase volume of sweet potato sweet consumers, most of the respondents consume sweet potatoes a few days in a week and purchased more quantity at far distance.
