IDEAS home Printed from https://ideas.repec.org/
MyIDEAS: Log in (now much improved!) to save this article

Comparing consumer preferences for color and nutritional quality in maize: Application of a semi-double-bound logistic model on urban consumers in Kenya

Listed author(s):
  • De Groote, Hugo
  • Kimenju, Simon Chege

Consumer preferences for white maize in East and Southern Africa concerns developers of maize biofortified with provitamin A carotenoids, since carotenoids impart a yellow or orange coloration. Urban consumers' willingness to pay (WTP) for yellow maize was estimated, using a semi-double-bounded logistic model, based on a survey of 600 maize consumers in Nairobi, Kenya, at posho mills, kiosks and supermarkets. Consumers showed a strong preference for white maize. Only a minority would buy yellow maize at the same price as white maize, and fewer consumers in the posho mills (24%) and kiosks (19%) than in the supermarkets (34%) would do so. On average, consumers need a price discount of 37% to accept yellow maize. This discount was less at the posho mills (35%) and kiosks (37%) than in the supermarkets (48%). Most respondents (76%) were aware of the existence of fortified meal and the generally showed an interest. The average premium for fortified maize was much less than the discount for yellow: 5.9% for those aware and 7.4% for those unaware. Consumer preferences were influenced by socioeconomic factors such as gender, education, income and ethnic background. Women have a stronger preference for both white maize and fortified maize than men, and consumers with more education have a stronger preference for white. Income decreases the WTP for yellow maize as well as the price elasticity, but increases the WTP for fortified maize. Consumers originating from Western Kenya have a lower preference for white, while those from Central Kenya had a stronger preference for fortified maize.

If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.

File URL: http://www.sciencedirect.com/science/article/pii/S0306-9192(08)00021-3
Download Restriction: Full text for ScienceDirect subscribers only

As the access to this document is restricted, you may want to look for a different version under "Related research" (further below) or search for a different version of it.

Article provided by Elsevier in its journal Food Policy.

Volume (Year): 33 (2008)
Issue (Month): 4 (August)
Pages: 362-370

as
in new window

Handle: RePEc:eee:jfpoli:v:33:y:2008:i:4:p:362-370
Contact details of provider: Web page: http://www.elsevier.com/locate/foodpol

References listed on IDEAS
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:

as
in new window


  1. Lawrence Rubey & Frank Lupi, 1997. "Predicting the Effects of Market Reform in Zimbabwe: A Stated Preference Approach," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 79(1), pages 89-99.
  2. Simon Chege Kimenju & Hugo De Groote, 2008. "Consumer willingness to pay for genetically modified food in Kenya," Agricultural Economics, International Association of Agricultural Economists, vol. 38(1), pages 35-46, January.
  3. McCluskey, Jill J. & Grimsrud, Kristine M. & Ouchi, Hiromi & Wahl, Thomas I., 2003. "Consumer Response to Genetically Modified Food Products in Japan," Agricultural and Resource Economics Review, Cambridge University Press, vol. 32(02), pages 222-231, October.
  4. Zimmermann, Roukayatou & Qaim, Matin, 2004. "Potential health benefits of Golden Rice: a Philippine case study," Food Policy, Elsevier, vol. 29(2), pages 147-168, April.
  5. Dorosh, Paul & del Ninno, Carlo & Sahn, David E., 1995. "Poverty alleviation in Mozambique: a multi-market analysis of the role of food aid," Agricultural Economics, Blackwell, vol. 13(2), pages 89-99, November.
  6. Tschirley, David L. & Santos, Ana Paula, 1995. "Who Eats Yellow Maize? Preliminary Results of a Survey of Consumer Maize Preferences in Maputo, Mozambique," Food Security International Development Working Papers 54697, Michigan State University, Department of Agricultural, Food, and Resource Economics.
  7. Muzhingi, Tawanda & Langyintuo, Augustine S. & Malaba, Lucie C. & Banziger, Marianne, 2008. "Consumer acceptability of yellow maize products in Zimbabwe," Food Policy, Elsevier, vol. 33(4), pages 352-361, August.
  8. Jayne, T. S. & Argwings-Kodhek, Gem, 1997. "Consumer response to maize market liberalization in urban Kenya," Food Policy, Elsevier, vol. 22(5), pages 447-458, October.
  9. Tschirley, David & Donovan, Cynthia & Weber, Michael T., 1996. "Food aid and food markets: lessons from Mozambique," Food Policy, Elsevier, vol. 21(2), pages 189-209, May.
  10. Ruel, Marie T., 2001. "Can food-based strategies help reduce vitamin A and iron deficiencies?," Food policy reviews 5, International Food Policy Research Institute (IFPRI).
Full references (including those not matched with items on IDEAS)

This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

When requesting a correction, please mention this item's handle: RePEc:eee:jfpoli:v:33:y:2008:i:4:p:362-370. See general information about how to correct material in RePEc.

For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Dana Niculescu)

If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

If references are entirely missing, you can add them using this form.

If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

Please note that corrections may take a couple of weeks to filter through the various RePEc services.

This information is provided to you by IDEAS at the Research Division of the Federal Reserve Bank of St. Louis using RePEc data.