Marketing Report: Consumer Behavior Analysis of Garri in Nigeria

This report provides an analysis of the consumer behavior related to Garri, a popular food item in Nigeria. It begins by outlining the characteristics of Garri, highlighting its composition, affordability, and versatility in preparation. The report emphasizes the nutritional benefits of Garri, including its high fiber content and gluten-free nature, positioning it as a healthier alternative. It then explores the marketing opportunities, particularly focusing on the appeal to health-conscious consumers and the importance of emphasizing the gluten-free aspect in advertising. The report also references key sources, such as the research on the socio-economic factors influencing Garri marketing and the biomass potential of cassava waste, as well as the impact of Cassava Mosaic Disease on yield and profitability.

Running head: CONSUMER BEHAVIOR
Consumer Behavior
Name of the Student
Name of the University
Author’s note

2CONSUMER BEHAVIOR
Question 1
Cuisine is a significant part of the culture of any place; Garri is the one of the most
important aspect of Nigerian culture and heritage. It is a sumptuous, delicious, enjoyable, native
meal that does not get it worthy recognition. Garri, is refined and processed cassava tubers that
has become one of the staple food items in Nigeria. Garri was considered to be the poor man’s
food but now it has gained popularity owing to its taste and goodness (Iyagba et al., 2015).
Characteristics and attributes:
 Cassava roots or tubers are process to achieve the Garri flour.
 It is a very popular native food item among the Nigerians
 Associated with low cost and low maintenance
 Can be prepared in a number of customizable ways
 Delicious in taste and also acts as a sumptuous meal
 Easy to cook hassle-free
 Not only tasty but also nutritious in nature
 It is also gluten free and has a very low quantity of fat
 Cassava is high in fiber content
 Helps in digestion
 It also helps to burn fat and gives more energy
 Helps in maintaining blood-pressure and cholesterol level (Samura, 2017)
The characteristic of the food item being gluten free and low fat can be one of the selling points
of the product in an advertisement. Gluten-free food items are being in demand and the other
added nutritional value to the product will give the sales a boost. Compared to rice, which is the

3CONSUMER BEHAVIOR
biggest competition, Garri is high in fiber, carbohydrate and low in fat making it a much
healthier option for any health conscious person (Ozoegwu et al., 2017). As the item can be
prepared in a number of ways the taste of Garri can be manipulated according to the preference
of the consumer. Advertisement of Garri should reflect the fact that it is a healthier option and to
grab the health conscious sector of the target market it “gluten free” should be in focus.

4CONSUMER BEHAVIOR
Reference List:
Iyagba, A. G., Ajie, E. N., & Womadi-Ogwunka, O. S. (2015). Socio-economic factors affecting
the marketing of garri in Ahoada East Local Government Area of Rivers State,
Nigeria. Acta Agronomica Nigeriana, 15(1/2), 1-11.
Ozoegwu, C. G., Eze, C., Onwosi, C. O., Mgbemene, C. A., & Ozor, P. A. (2017). Biomass and
bioenergy potential of cassava waste in Nigeria: Estimations based partly on rural-level
garri processing case studies. Renewable and Sustainable Energy Reviews, 72, 625-638.
Samura, A. E., Lakoh, K. A., Nabay, O., Fomba, S. N., & Koroma, J. P. (2017). Effect of
Cassava Mosaic Disease (CMD) on Yield and Profitability of Cassava and Gari
Production Enterprises in Sierra Leone. Journal of Agricultural Science, 9(2), 205.