Analysis of Purchase Motivations for Locally Processed Cocoa-Derived Products in Lome, Togo (West Africa)

This study explores the determinants of consumer purchasing behaviour for locally processed cocoa-based products in Lomé, Togo. A stratified random sample of 250 consumers was surveyed using a structured questionnaire. Data analysis combined descriptive statistics with principal component factor analysis (Varimax rotation), followed by hierarchical clustering (K-means, k = 3). The results show that the most frequently consumed cocoa derivatives are chocolate (90.8%), cocoa powder (58.8%), cocoa butter (40%), cocoa paste (23.2%), and cocoa juice (18.4%). These products are primarily consumed at breakfast (93.6%), as snacks, or for cosmetic purposes. Factor and Cluster analysis further highlighted heterogeneity in consumer profiles, identifying three groups: “Altruists” (38%), who emphasise sharing and conviviality; “Status-oriented consumers” (50%), who associate cocoa products with prestige; and “Individualists” (12%), who prioritise personal satisfaction. Two sets of drivers emerged: (i) product attributes such as quality, taste, packaging, advertising, availability, and accessibility, grouped as satisfaction factors; and (ii) price, perceived as affordable and decisive. These findings suggest that strengthening communication, enhancing packaging, and expanding product availability could stimulate demand and contribute to the sustainable development of the Togolese cocoa sector.