Market segmentation and consumer willingness to pay for high fibre products : the case of Johannesburg and the surrounding areas, South Africa

Abstract

Functional foods constitute a growing focus for research, product development and consumer interest in recent years. This study investigated the factors that affect willingness to pay for high fibre food on the market as well as respondents’ attitude towards the purchase of these products. The results indicated that those consumers in the high income group were more health conscious than their low income counterparts and willing to pay for high fibre products. The results showed that health risk perceptions as well as regulatory programmes affected consumers’ willingness to pay. The results also showed that at low percentage prices consumers were willing to pay for high fibre products. Gender and marital status did not seem to have an influence on willingness to buy for any of the selected products. Findings of the study could encourage food manufacturers to carry on with developments of functional foods since willingness to pay increased with increase in income.