Pearl millet, as an indigenous grain, could assist in addressing dietary deficiencies leading to
malnutrition and food insecurity. Some indigenous grains, such as pearl millet, are undervalued
and underutilised due to consumers’ unfamiliarity with the grains. This calls for a better
understanding of the role attitude, perception and knowledge plays in consumers’ decision and
intention to purchase pearl millet.
A qualitative exploratory study was designed, using purposeful, convenient and snowball
sampling methods to recruit 36 participants, who had at least heard of pearl millet, from Mbombela
in South Africa. These participants took part in 12 small focus group discussions, sentence
completion and projective technique exercise. Focus group sessions were recorded, and data
were transcribed for content analysis purposes, to identify the concepts and categories emerging
from each question.
Findings suggest that participants were certain about their subjective knowledge (self-assessed)
of pearl millet, reflecting on its health-related features specific to high-fibre foods. Participants’
objective knowledge of pearl millet was directed at either human or animal consumption. Price,
nutrition and health benefits, quality, taste, packaging material and functional use, were general
and specific criteria that would influence participants’ decision to purchase pearl millet.
Participants’ need for information on pearl millet could also contain their readiness to purchase
this unfamiliar product. The intention to purchase pearl millet would further be stimulated through
the behavioural beliefs articulated in the actions of producers, marketers and suppliers, directed
at brand awareness, product samples, differentiation between pearl millet and other products,
competitive pricing, and consumer information campaigns.
Participants’ normative beliefs that would direct their purchase intention of pearl millet were specific to the nutritional and health benefits, value for money and price of the grain, quality and
functionality of the product, sufficient consumer product information, availability and product
appeal. Control beliefs that would divert consumers’ attention away from pearl millet include the
expensiveness of the grain related to other products, lack of consumer knowledge, and a
nutritionally poor product. Purchasing portals that may influence the positive consideration and
intention to purchase pearl millet were also identified. Moreover, purchasing barriers, that may
negatively influence the intention to purchase pearl millet, resulting in inhibited product-related
experiences and knowledge about the product, were explored.
The study has contributed to a better understanding of consumers’ perception of pearl millet, and
specifically which aspects of an indigenous grain would attract them to it. The important aspects
that need to be addressed when marketing pearl millet, resulting in the decision and intention to
purchase the product, were also presented. Future studies may need to determine the influence
that improved consumer information has on the purchase and consumption of pearl millet from a
wider consumer base in South Africa.
Letinye tinhlavu tendzabuko, njengemgcobane, awudliwa ngalokwanele ngenca yekutsi
awaketayeleki kumtsengi, ngaleyo ndlela-ke bese kuvimbeleka kusebenta kwawo. Umgcobane
njengetinhlavu tendzabuko, tingasita ekuswelakaleni kwekudla lokubanga kungondleki kanye
nekungabikhona kwekudla. Loku kusho kutsi akube nendlela yekutsandza tintfo lenendzima
yekukuvisisa ncono, kubuka kanye nelwati esincumeni semtsengi kanye nenhloso yekutsenga
lomgcobane.
Sifundvoluhlatiyo lesiphenyako lesiphatselene nesimo sasungulwa, ngekusebentisa ngenhloso,
tindlela letifanele, kanye netindlela tekusebentisa tindlela tekusebentisa labangenele lolucwaningo
kutsi batwebe labangenela lolucwaningo labange-36, lokungenani labase beva ngemgcobane,
basendzaweni yaseMbombela eNingizimu Afrika. Lalabangenela lolucwaningo batimbandzakanya
emacenjini lagcilile lamancane la-12 ekucocisana, ekucedzeleni umusho kanye nemisetjentana yelisu
lekulinganisa ngaphambili. Emaseshini emacembu lagcilile arekhodwa, kwatsi emadatha abhalwa
kute ahlatiywe lakucuketse, kubona imicondvo nemikhakha levele kulowo nakulo mbuto.
Lesifundvoluhlatiyo sentiwa futsi sachutjwa ngengcondvo yekulandzela imitsetfomgomo
yekwetsembeka. Kwatfolakala nemvume yekucinisekisa kulandzela inchubo lemukelekile
ngembikwekutsi kucalwe kwentiwe lesifundvoluhlatiyo.
Lokwatfolwa lapho kuveta kutsi labo labatimbandzakanya kulolucwaningo bebanesiciniso mayelana
nelwati lwabo (batihlola bona) lwemgcobane, basho netimphawu tawo letiphatselene nemphilo
ekudleni lokunemucu lomnengi. Lwati lwemgcobane lwalabo labangenela lolucwaningo
belucondziswe ekudliweni ngumuntfu nome silwane. Tilinganisosimo jikelele naleticondze ngco
letingaba nemtselela esincumeni salabangenele lolucwaningo kutsi batsenge umgcobane kufaka
ekhatsi intsengo, umsoco netinzuzo tetemphilo, lizingasimo, kunambitseka, liphepha lekuwugocoka
kanye nekuwusebentisa. Sidzingo selwatiso lolumayelana nemgcobane kulabo labatimbandzakanye
kulolucwaningo kungaphindza futsi sibe nemtselelela ekulungeleni kwabo kutsi batsenge umkhicito
longaketayeleki. Inhloso yekutsenga umgcobane ingaphindze futsi ikhutsatwe ngekusebentisa tinkholelo tekutiphatsa letishiwo bakhiciti, bakhangisi nebetfulimkhicito, lokucondziswe ekucapheliseni
ngaloluphawuntsengiso, kumikhicito, umehyluko emkhatsini wemgcobane naleminye imikhicito,
intsengo lechudzelanako, kanye nemikhankhaso yelwatiso kubatsengi.
Tinkholelo letetayelekile talabo labangenele lucwaningo titawuhola injongo yabo yekutsenga
umgcobane beyiphatselene netinzuzo temphilo netekondleka, imali ilingane naloko lokwentiwe ngayo
nentsengo yenhlavu, lizingasimo nekusebenta kwemkhicito, lwatiso lwemkhicito lolwanele kumtsengi,
kutfolakala kanye nekutsandzeka kwemkhicito. Tinkholelo letilawulekako letingasusa umtsengi kutsi
anake umgcobane tifaka ekhatsi kubita kwawo nakucatsaniswa naleminye imikhicito, kuswelakalo
kwelwati kumtsengi, kanye nemkhicito lote umsoco. Tindlela tekutsenga letingaba nemtselela lomuhle
kanye nenhloso yekutsenga umgcobane tiphindze futsi tabonakala. Ngetulu kwaloko, tihibe tekuvimbela kutsenga, letingaba nemtselela lomubi ekutsengeni umgcobane, lokungabanga kutsi
kuvimbele sipiliyoni longaba naso ngalomkhicito kanye nelwati mayelana nalomkhicito, tahlolwa.
Lesifundvoluhlatiyo sibe neligalelo ekwatini kancono umcondvo webatsengi mayelana nemgcobane,
kanye nekutsi ngutiphi tingoni ngco talenhlavu yendzabuko letingabaheha. Tingoni letimcoka
lokudzingeka kutsi kugcilwe kuto nakukhangiswa umgcobane, letingaholela esincumeni nasenhloseni
yekutsenga lomkhicito, nato futsi tetfuliwe. Tifundvoluhlatiyo tasesikhatsini lesitako kutawudzingeka
kutsi tincume umtselela leyenta ngcono lwatiso lwebatsengi lolumayelana nekutsenga nekudla
umgcobane kubatsengi ngebubanti lapha eNingizimu Afrika.
Dingwe tsa dithoro tsa tshimologo, di tshwana le mabele a phele, ga di jewe mo go lekaneng ka ntlha
ya fa badirisi ba sa di tlwaela, mme seo se kgoreletsa tiriso ya tsona. Mabele a phele jaaka dithoro
tsa tshimologo, a ka thusa go samagana le ditlhaelo tsa kotlo tse di bakang phepelotlase le tlhaelo ya
dijo. Seno se tlhoka gore go tlhaloganngwe botoka seabe sa mekgwa, megopolo le kitso mo
ditshwetsong le maikaelelong a badirisi go reka mabele a phele.
Go thadisitswe thutopatlisiso ya tlhotlhomiso e e lebelelang mabaka go dirisiwa mekgwa ya go tlhopha
sampole ya maikemisetso, e e maleba le e e letlang ba ba mo sampoleng go tshitshinya ba ba ka
ngokelwang go nna karolo ya sampole go ngoka bannileseabe ba le 36, ba bonnye ba kileng ba
utlwela ka mabele a phele, go tswa kwa Mbombela kwa Aforikaborwa. Bannileseabe bano ba nnile le
seabe mo dipuisanong tse dinnye tsa ditlhopha tse di tlhophilweng go buisanela setlhogo, ditirwana
tsa go feleletsa dipolelo le dithekeniki tsa tlhagiso ya maitsholo. Dikopano tsa ditlhopha tse di
tlhophilweng go buisanela setlhogo di ne di rekotiwa mme data e gatisiwa gore go lokololwe diteng,
go supa megopolo le dikarolo tse di tlhagelelang go tswa mo potsong e nngwe le e nngwe.
Thutopatlisiso e ne e rulagantswe le go diragadiwa go lebeletswe dintlhatheo tsa boikanyego. Go ne
go bonwe tumelelo ya maitsholo a a siameng pele ga thutopatlisiso e simolola.
Diphitlhelelo di tshitshinya gore bannileseabe ba ne ba totobetse malebana le kitso ya bona (e e
lekeleditsweng) ya mabele a phele, ba lebeletse dintlha tsa yona tse di amanang le boitekanelo tse di
totileng dijo tse di nang le faeba e e kwa godimo. Kitso ya bannileseabe ya mabele a phele e ne e
lebisitswe go jewa ke batho gongwe go jewa ke diphologolo. Ditlhokego tsa kakaretso le tse di rileng
tse di ka tlhotlheletsang tshwetso ya bannileseabe ya go reka mabele a phele di akaretsa tlhotlhwa,
dikotla le ditshiamelo tsa boitekanelo, boleng, tatso, sephuthelo le tirisego. Go batla tshedimosetso ya
mabele a phele ga bannileseabe le gona go ka tlhotlheletsa go siama ga bona go ka reka setlhagiswa
seno se se sa tlwaelegang. Gape maikaelelo a go reka mabele a phele a tlaa tlhosediwa ka ditumelo
tsa maitsholo tse di tlhagisiwang ka dikgato tsa batlhagisi, babapatsi, batlamedi, tse di lebisitsweng
temoso ya leinakgwebo, disampole tsa setlhagiswa, pharologanyo magareng ga mabele a phele le ditlhagiswa tse dingwe, ditlhotlhwa tse di gaisanang le matsholo a go sedimosetsa badirisi.
Ditumelo tsa tlwaelo tsa bannileseabe tse di tlaa kaelang maikaelelo a bona a go reka mabele a phele
di akareditse mesola ya dikotla le boitekanelo, boleng jwa tshelete le tlhotlhwa ya dithoro, boleng le
tirisego ya setlhagiswa, tshedimosetso e e lekaneng ya setlhagiswa go modirisi, go nna teng le
keletsego ya setlhagiswa. Ditumelo tsa taolo tse di ka faposang maikaelelo a badirisi go tswa mo
mabeleng a phele di akaretsa go nna tlhotlhwagodimo ga dithoro fa di bapisiwa le ditlhagiswa tse
dingwe, tlhaelo ya kitso ya badirisi le setlhagiswa se se bokoa mo dikotleng. Go ne ga supiwa le
mafelo a theko a a ka tlhotlheletsang go akanyediwa le maikaelelo a go reka mabele a phele. Mo
godimo ga moo, go ne ga tlhotlhomisiwa dikgoreletsi tsa theko, tse di ka amang bosula maikaelelo a go reka mabele a phele, di akaretsa maitemogelo a a tlhaelang malebana le setlhagiswa le kitso ka
ga setlhagiswa.
Thutopatlisiso e tshwaetse mo go tlhaloganngweng botoka ga megopolo ya badirisi ka mabele a
phele, bogolo segolo gore ke dintlha dife tsa thoro eno ya tshimologo tse di ka ba ngokelang mo go
yona. Go ne ga tlhagisiwa gape dintlha tsa botlhokwa tse di tshwanetseng go totiwa fa go bapadiwa
mabele a phele, go go tlaa lebisang kwa tshwetsong le maikaelelong a go reka setlhagiswa.
Dithutopatlisiso tsa isago di tlaa tlhoka go swetsa ka tlhotlheletso e go nna le tshedimosetso e e
tokafetseng ga badirisi go ka nnang nayo mo thekong le tiriso ya mabele a phele go tswa mo badirising
ba le bantsi mo Aforikaborwa.
