Ghana Nutrition Improvement Project has been started in 2009 to improve the nutrition situation of wearing babies in Ghana by adding necessary nutrition as protein, vitamin and minerals to their most traditionally popular complementary food for mothers who have wearing babies. After the distribution test in 2013-14, they have newly started KKP sales in April 2016 in Easter Region, Kumasi in September 2016, and Greater Accra in July 2017. Varieties of communication have been executed as introduction through promoters to communicate with consumers directly in communities, activities in health facilities and faith base or association meetings, and radio advertisement by local stations, etc. on the other hand, the effectiveness of these activities have not been evaluated (e.g. how consumers understand the products, how much the brand has consumer penetration). International NGO, CARE conducted distribution test of KKP in East Manprusi District in the Northern Region, in 2013-2014, and got high continuous use ratio (62% of target consumers used in past 7 days). There was therefore a need for proper evaluation to study further directions about how to utilize NGO for this project.
- To understand the target mothers’ behaviors and her understanding about nutrition of complementary foods. Hence prove the market potential and acceptability of the KOKO Plus product and also improve the nutrition situation with protein and amino acid.
- Confirm the penetration of KKP and other competitive products about brand image, and usage (experience to use, current use (High, Middle, Low). And also clarify the current brand penetration, strength and weakness of KKP, and proper influences to mother’s behavior change.