BIJED

Abstract

This study examined the effect of Agriprenuership on consumer demand for yam value-added products. Specifically, it determined the effect of product quality enhancement, grading innovation, and supply chain efficiency on price sensitivity, purchase intentions, and brand loyalty for yam value added products respectively. Using a survey research design, the study's population comprised 2313 consumers involved in the yam product market within Oredo, Ikpoba Okha, and Egor Local Government Area (LGA) of Edo State, Nigeria. A representative sample size of 341 was determined by applying the Yamane formula. The primary source of data was the questionnaire and it was administered online. The responses generated were analysed using both descriptive and inferential statistics through the SPSS version 25. The findings were that significant relationships existed among the agriprenuerial practices, namely product quality enhancement, grading innovation, and supply chain efficiency and consumer demand (such as price sensitivity, purchase intentions, and brand loyalty) for yam value added products. The study therefore recommended that Agripreneurs should prioritise continuous improvement, invest in creative and visually appealing packaging designs, focus on improving their supply chain processes by optimising logistics and reducing delivery times, and adopt a comprehensive marketing strategy that combines product quality, effective branding, and efficient distribution