The effect of gender on end‐user preferences for yam quality descriptors

Abstract Improving the effectiveness of breeding programs could be achieved by breeding for consumers' preferences. The relationship between gender and consumer preferences for yam was studied using purposeful sampling for key informants, focus group discussions (FGDs), and individual interviews. Data from qualitative interviews were transcribed and quantitative data analyzed using SPSS (version 20). Cramer's V (Phi) and logistic regressions were used to explain the observations. Males prioritized income‐generating varieties over females, while females ranked tuber morphological characteristics high. Sex‐based preference for yams showed that moldability and sweet taste are preferred by both females and males. Moderately hard boiled yams and shelf stable food products are liked by males, whereas aroma is rated highly by females. Males described yams that have a longer digestion time as “heavy” and preferred such varieties. Watery tubers and tubers not turning brown are important characteristics during processing. The Phi of 0.157 and 0.163 for sex and ethnic groups show moderate to strong associations between choices for descriptors by females, males, and various ethnic groups. These findings imply that gender disaggregation of information on preference for yam quality descriptors should be considered in future yam breeding programs as it may improve adoption rate and enhance food security.