IDEAS home Printed from https://ideas.repec.org/a/eee/jfpoli/v66y2017icp35-49.html
   My bibliography  Save this article

Consumer market segments for biofortified iron beans in Rwanda: Evidence from a hedonic testing study

Author

Listed:
  • Murekezi, Abdoul
  • Oparinde, Adewale
  • Birol, Ekin

Abstract

An understanding of consumer market segments is important for efficient and effective targeting of new technologies, such as biofortified foods. In this paper, we use cluster analysis to identify distinct consumer segments in Rwanda for four biofortified iron bean varieties. Data on consumer liking of various sensory attributes of beans was collected by using a 7-point hedonic scale through the application of home-use and central location tests implemented in two rural and two urban locations. Cluster analysis reveals the existence of several distinct consumer segments in each one of the four study locations. Further analysis is conducted by using multinomial probit and logit models to predict consumer segment membership based on the consumer characteristics. Results reveal that, depending on the location, consumer’s source of income and whether or not they received information about nutritional benefits of the iron bean varieties have a bearing on their preference of these varieties. The paper presents a profile of each one of the consumer market segments identified to assist targeting of various iron bean delivery, marketing and promotion efforts in Rwanda.

Suggested Citation

  • Murekezi, Abdoul & Oparinde, Adewale & Birol, Ekin, 2017. "Consumer market segments for biofortified iron beans in Rwanda: Evidence from a hedonic testing study," Food Policy, Elsevier, vol. 66(C), pages 35-49.
  • Handle: RePEc:eee:jfpoli:v:66:y:2017:i:c:p:35-49
    DOI: 10.1016/j.foodpol.2016.11.005
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0306919216305346
    Download Restriction: Full text for ScienceDirect subscribers only

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Hugo De Groote & Simon Chege Kimenju & Ulrich B. Morawetz, 2011. "Estimating consumer willingness to pay for food quality with experimental auctions: the case of yellow versus fortified maize meal in Kenya," Agricultural Economics, International Association of Agricultural Economists, vol. 42(1), pages 1-16, January.
    2. John Cranfield & Spencer Henson & James Northey & Oliver Masakure, 2010. "An assessment of consumer preference for fair trade coffee in Toronto and Vancouver," Agribusiness, John Wiley & Sons, Ltd., vol. 26(2), pages 307-325.
    3. Asare-Marfo, Dorene & Birol, Ekin & Gonzalez, Carolina & Moursi, Mourad & Perez, Salomon & Schwarz, Jana & Zeller, Manfred, 2013. "Prioritizing countries for biofortification Interventions using country-level data," HarvestPlus Working Papers 11, International Food Policy Research Institute (IFPRI).
    4. Abdul T. A. Naico & Jayson L. Lusk, 2010. "The Value of a Nutritionally Enhanced Staple Crop: Results from a Choice Experiment Conducted with Orange-fleshed Sweet Potatoes in Mozambique," Journal of African Economies, Centre for the Study of African Economies (CSAE), vol. 19(4), pages 536-558, August.
    5. Gloy, Brent A. & Akridge, Jay T., 1999. "Segmenting The Commercial Producer Market For Agricultural Inputs," 1999 Annual meeting, August 8-11, Nashville, TN 21592, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    6. Reimer, Aaron & Downey, W. Scott & Akridge, Jay T., 2009. "Market Segmentation Practices of Retail Crop Input Firms," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 0(Issue 1), pages 1-34, February.
    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. Gloy, Brent A. & Akridge, Jay T., 1999. "Segmenting The Commercial Producer Marketplace For Agricultural Inputs," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 0(Issue 2), pages 1-19.
    9. Banerji, A. & Chowdhury, Shyamal K. & de Groote, Hugo & Meenakshi, Jonnalagadda V. & Haleegoah, Joyce & Ewoo, Manfred, 2013. "Using elicitation mechanisms to estimate the demand for nutritious maize: Evidence from experiments in rural Ghana," HarvestPlus Working Papers 10, International Food Policy Research Institute (IFPRI).
    10. Stevens, Robyn & Winter-Nelson, Alex, 2008. "Consumer acceptance of provitamin A-biofortified maize in Maputo, Mozambique," Food Policy, Elsevier, vol. 33(4), pages 341-351, August.
    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, vol. 31(1), pages 62-71.
    12. Feeney, Roberto & Berardi, Valeria, 2013. "Seed Market Segmentation: How Do Argentine Farmers Buy Their Expendable Inputs?," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 0(Issue 1), pages 1-24, February.
    13. Larochelle, Catherine & Alwang, Jeffrey Roger, 2014. "Impacts of Improved Bean Varieties on Food Security in Rwanda," 2014 Annual Meeting, July 27-29, 2014, Minneapolis, Minnesota 170567, Agricultural and Applied Economics Association.
    14. Adewale Oparinde & Abhijit Banerji & Ekin Birol & Paul Ilona, 2016. "Information and consumer willingness to pay for biofortified yellow cassava: evidence from experimental auctions in Nigeria," Agricultural Economics, International Association of Agricultural Economists, vol. 47(2), pages 215-233, March.
    15. Alexander, Corinne E. & Wilson, Christine A. & Foley, Daniel H., 2005. "Agricultural Input Market Segments: Who Is Buying What?," Journal of Agribusiness, Agricultural Economics Association of Georgia, vol. 0(Number 2), pages 1-20.
    16. Waldman, Kurt B. & Kerr, John M. & Isaacs, Krista B., 2014. "Combining participatory crop trials and experimental auctions to estimate farmer preferences for improved common bean in Rwanda," Food Policy, Elsevier, vol. 46(C), pages 183-192.
    17. Banerji, Abhijit & Birol, Ekin & Karandikar, Bhushana & Rampal, Jeevant, 2016. "Information, branding, certification, and consumer willingness to pay for high-iron pearl millet: Evidence from experimental auctions in Maharashtra, India," Food Policy, Elsevier, vol. 62(C), pages 133-141.
    Full references (including those not matched with items on IDEAS)

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jfpoli:v:66:y:2017:i:c:p:35-49. 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). General contact details of provider: http://www.elsevier.com/locate/foodpol .

    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 CitEc recognized a reference but did not link an item in RePEc 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 RePEc Author Service 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.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.