Increasing the Market Acceptance of Local Food Drinks Through Concept - Testing: A Pilot Study of Kunnu Drink

Abstract

The present state of some locally produced food drinks in Nigeria has not been sufficiently attractive to a wide spectrum of the prevailing market. Kunnu, a cereal-based food drink, is one of such indigenous drinks in Nigeria. The economic gains from these entrepreneurial activities are thus being limited. This pilot study explores the possibility of repositioning Kunnu drink for increased acceptability among present and prospective consumers of the drink. Data for the study were collected from one hundred randomly selected students of Obafemi Awolowo University, Ile Ife, Nigeria. Ninety-Eight percent of the respondents were aware of the drink. In addition, the strawberry flavour was indicated as most preferred by 36.84% of the respondents. The results of the study suggest that the drink might enjoy a higher level of patronage if it is reformulated, as well as hygienically processed and appropriately packaged. The study suggested that processors of the drink be exposed to some form of training to enhance their skill.