FACTORS INFLUENCING CONSUMER PREFERENCE FOR BEANS CAKE (KOSAI) IN WUDIL LGA, KANO STATE.

ABSTRACT The study was conducted in Wudil Local Government Area of Kano State with the main aim of analyzing the factors influencing consumer preference for bean-cake (kosai). The study examined socio-economic characteristics, purchasing behavior, preference attributes, physical quality factors, and constraints affecting consumption. Primary data were obtained from 60 bean-cake consumers selected through a multistage sampling procedure. Data were analyzed using descriptive statistics, logit regression, Garrett ranking technique, linear regression model, and Kendall’s coefficient of concordance. The findings revealed that consumers were predominantly low- to middle-income earners. Freshness, hygiene, and availability consistently ranked as the most important attributes influencing consumer preference for bean-cake, while price and income affected purchasing decisions but were less dominant than quality attributes. Constraints such as limited availability, income-related challenges, and hygiene concerns were also identified. The study recommends that vendors prioritize hygienic practices and ensure consistent freshness of products, while policymakers and relevant agencies should support hygiene training, affordable access to production inputs, and improved market availability to enhance consumer confidence and sustain demand. xi