Factors influencing the patronage of coconut fruit case study: Cape Coast Metropolis—Ghana

Abstract

Majority (80%) of people worldwide may not be aware of the numerous invaluable benefits of “the tree of life”: the coconut palm especially the fruit. Some benefits include: its juice for weight loss, cure of hung-over, diarrhea, balance of body’s pH level, among others. None-the-less, its availability and continuity to support life is hindered by the Cape St. Paul disease. To buttress government’s efforts, this paper seeks to find out whether people are aware of some of the benefits of the coconut palm and the disease that attacks it. The survey revealed that, although awareness level of respondents’ on some facts about the coconut fruit was moderate (40%-69%), majority (97%) of respondents consumed both the meat and juice. Respondents (70%) patronized coconut fruit weekly. Consumers’ patronage of coconut fruit was influenced by three factors: health benefits, availability and packaging. The development of the CPS (coconut patronage scale) was a major contribution