What Determines Ginger’s Purchase Decision among Consumers in Tertiary Institutions in Abeokuta, Ogun State, Nigeria?

This study examined ginger consumption patterns and factors influencing ginger purchase decisions among consumers in tertiary institutions in Abeokuta, Ogun State, Nigeria. A multi-stage sampling procedure was used to select respondents from whom data were collected with the aid of a structured questionnaire. Descriptive statistics and probit regression were the tools for data analyses. The average age of the respondents was 29 years. Most (88.36 %) of them indicated they were aware of ginger’s medicinal benefits and approximately 66.14 % of the respondents indicated purchase of ginger products. On the average, respondents spent about ₦302.22 (0.83USD) per month on ginger. Most (86.77 %) of the respondents prefer to consume ginger with food or as herbal tea/drink (41.27 %). Awareness about the health benefits of ginger (P < 0.1), electronic media as source of information (P < 0.1), consumers’ concern for their health (P < 0.05) and previous gratifying experience from ginger’s consumption (P < 0.01) are factors substantially influenced ginger purchase decision. Income and demographic characteristics of the consumers are unlikely to induce decision to buy significantly. Thus, promoting awareness of the health benefits of ginger and, more especially through electronic media are suggested as important pathway for stimulating people’s decision to buy ginger in the studied population.