Table 3.

Themes highlighted in the focus group discussions and their definition

Themes	Definition
Appreciation of yam	Consumers opinion on yam. How much they like it and how much they buy it
Procurement	How consumers get to eat yams. Which marketing chains or gift chains they go through to get yams
Attitude toward price	What consumers think of the price of yam, how they react to it when they intend to buy yam. Type of adjustments they make towards the price
Contamination by pollutants	Whether consumers are suspicious about the contamination of yam by chlordecone or not and how they adapt to it in their purchasing behavior
Knowledge of the product	Whether consumers know different varieties of yam and how they describe them
Conservation	How consumers keep yams and how the different varieties can be kept
Purchasing and consumption criteria	Criteria consumers take into account when they purchase and/or eat yams
Easiness of peeling	Easiness of peeling of the different varieties
Time of consumption	Time of the year or time of the week when people eat yams. Type of celebration they associate yams with
Losses	Losses associated with the peeling of yam or with damages caused by bugs and how consumers related to those losses
Yam quality	Definition of the quality of yams by the participants
Yam status	Perception of yam as a dish and as a cultural food productImportance in consumption habits
Processing	Type of processing of yam by the participants and their opinion about processed yams
Traceability	What do consumers think of traceability and whether they do their purchases in relation to it