An analysis of market viability of value-added indigenous products: A case study of Strychnos cocculoide(Maguni) in Namibia

Abstract

Amid changing climates, interest in indigenous goods grows as the world strives to combat poverty, hunger, and rural challenges. This  study examines the market potential of value- added indigenous products (Strychnos Cocculoide - Maguni) for commercialization. 71 respondents were selected using two sampling approaches: convenient and purposive. Market viability was assessed through gross  margin analysis, while a Probit Model evaluated factors influencing demand (willingness to pay) for Maguni products. Descriptive statistics unveiled consumer preferences and willingness to pay. Results show an overall gross profit margin of N$ 86 480 and 16 cents,  highlighting profitable market potential for Maguni products. Probit outcomes suggest that boosting knowledge of indigenous products, understanding health benefits, and focusing on consumer preference influenced the likelihood of Maguni product purchases. The  research offers pathway for small-scale producers to generate income and foster indigenous product markets. Developing such markets  could lead to increased product utilization, diverse nutrient-rich local foods, and improved market access.