Abstract
Incorporating indigenous knowledge into new product development and by
extension commercial production processes is critical for the successful
commercialisation of traditional products. Traditionally, mahangu grain goes through
a process referred to as the lactic acid fermentation process. The mahangu grain is
exposed to a chemical reaction causing the taste, colour and texture of mahangu
porridge to be altered. The results from the discrete choice experiment shows that
mahangu consumers prefer the attributes emanating from the lactic acid fermentation
process.
However due to the lack of exposure to the lactic acid fermentation process,
Meme Mahangu flour do not possess any of the attributes the choice data revealed
to be the most preferred mahangu flour attributes. Attitudes were measured based
on Fishbein’s multi-attribute model. The results showed a negative attitude towards
Meme Mahangu. This could be attributed to the fact that the attributes preferred by
mahangu consumers (i.e. light coloured porridge) are not present in Meme Mahangu.
The results from the choice data collected from the discrete choice experiment shows
that the most preferred mahangu flour attributes are those attributes emanating from
the lactic acid fermentation process and that the least preferred mahangu flour
attributes being those attributes present in mahangu flour that have not been
fermented. A sour taste, light colour and soft texture are the attributes most
preferred and those emanating from the lactic acid fermentation process. The colour
of mahangu porridge has the highest relative importance (52%) with the maximum
share of preference falling on light coloured mahangu porridge. Three main recommendations are proposed. These recommendations can
significantly enhance the commercial value of mahangu flour and contribute to the
improvement of the livelihood of small scale farmers in northern Namibia.
Denk, S (2021). Highlighting The Importance Of Incorporating Indigenous Knowledge Into New Product Development And Commercial Production Processes Through A Study On The Attitudes And Preferences Of Mahangu . Afribary. Retrieved from https://tracking.afribary.com/works/highlighting-the-importance-of-incorporating-indigenous-knowledge-into-new-product-development-and-commercial-production-processes-through-a-study-on-the-attitudes-and-preferences-of-mahangu-
Denk, Steven "Highlighting The Importance Of Incorporating Indigenous Knowledge Into New Product Development And Commercial Production Processes Through A Study On The Attitudes And Preferences Of Mahangu " Afribary. Afribary, 05 May. 2021, https://tracking.afribary.com/works/highlighting-the-importance-of-incorporating-indigenous-knowledge-into-new-product-development-and-commercial-production-processes-through-a-study-on-the-attitudes-and-preferences-of-mahangu-. Accessed 21 Nov. 2024.
Denk, Steven . "Highlighting The Importance Of Incorporating Indigenous Knowledge Into New Product Development And Commercial Production Processes Through A Study On The Attitudes And Preferences Of Mahangu ". Afribary, Afribary, 05 May. 2021. Web. 21 Nov. 2024. < https://tracking.afribary.com/works/highlighting-the-importance-of-incorporating-indigenous-knowledge-into-new-product-development-and-commercial-production-processes-through-a-study-on-the-attitudes-and-preferences-of-mahangu- >.
Denk, Steven . "Highlighting The Importance Of Incorporating Indigenous Knowledge Into New Product Development And Commercial Production Processes Through A Study On The Attitudes And Preferences Of Mahangu " Afribary (2021). Accessed November 21, 2024. https://tracking.afribary.com/works/highlighting-the-importance-of-incorporating-indigenous-knowledge-into-new-product-development-and-commercial-production-processes-through-a-study-on-the-attitudes-and-preferences-of-mahangu-