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

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  • De Groote, Hugo
  • Kimenju, Simon Chege

Abstract

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.

Suggested Citation

  • De Groote, Hugo & Kimenju, Simon Chege, 2008. "Comparing consumer preferences for color and nutritional quality in maize: Application of a semi-double-bound logistic model on urban consumers in Kenya," Food Policy, Elsevier, vol. 33(4), pages 362-370, August.
  • Handle: RePEc:eee:jfpoli:v:33:y:2008:i:4:p:362-370
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    Cited by:

    1. Ekin Birol & Sukanya Das, 2010. "The Value of Improved Public Services: An Application of the Choice Experiment Method to Estimate the Value of Improved Wastewater Treatment Infrastructure in India," Working Papers 2010-051, Madras School of Economics,Chennai,India.
    2. Anna Folke Larsen & John Rand & Nina Torm, 2011. "Do Recruitment Ties Affect Wages? An Analysis using Matched Employer–Employee Data from Vietnam," Review of Development Economics, Wiley Blackwell, vol. 15(3), pages 541-555, August.
    3. David Atkin, 2016. "The Caloric Costs of Culture: Evidence from Indian Migrants," American Economic Review, American Economic Association, pages 1144-1181.
    4. Elena Briones Alonso & Lara Cockx & Johan Swinnen, 2017. "Culture and Food Security," LICOS Discussion Papers 39817, LICOS - Centre for Institutions and Economic Performance, KU Leuven.
    5. Meenakshi, J. V. & Banerji, A. & Manyong, Victor & Tomlins, Keith & Hamukwala, Priscilla & Zulu, Rodah & Mungoma, Catherine, 2010. "Consumer acceptance of provitamin A orange maize in rural Zambia:," HarvestPlus Working Papers 4, International Food Policy Research Institute (IFPRI).
    6. repec:spr:ssefpa:v:9:y:2017:i:3:d:10.1007_s12571-017-0676-0 is not listed on IDEAS
    7. Ekin Birol & Sukanya Das, 2010. "The Value of Improved Public Services : An Application of the Choice Experiment Method to Estimate the Value of Improved Wastewater Treatment Infrastructure in India," Development Economics Working Papers 23062, East Asian Bureau of Economic Research.
    8. Anna-Lisa Noack & Nicky Pouw, 2015. "A blind spot in food and nutrition security: where culture and social change shape the local food plate," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), pages 169-182.
    9. Meenakshi, J.V. & Banerji, A. & Manyong, Victor & Tomlins, Keith & Mittal, Nitya & Hamukwala, Priscilla, 2012. "Using a discrete choice experiment to elicit the demand for a nutritious food: Willingness-to-pay for orange maize in rural Zambia," Journal of Health Economics, Elsevier, pages 62-71.
    10. Hoffmann, Vivian, 2009. "What You Don’t Know Can Hurt You: Micronutrient Content and Fungal Contamination of Foods in Developing Countries," Agricultural and Resource Economics Review, Northeastern Agricultural and Resource Economics Association, vol. 38(2), October.
    11. Meenakshi, J.V. & Banerji, A. & Manyong, Victor & Tomlins, Keith & Mittal, Nitya & Hamukwala, Priscilla, 2012. "Using a discrete choice experiment to elicit the demand for a nutritious food: Willingness-to-pay for orange maize in rural Zambia," Journal of Health Economics, Elsevier, pages 62-71.

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