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Consumer preferences for quality characteristics along the cowpea value chain in Nigeria, Ghana, and Mali

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  • Fulgence Joseph Mishili

    (Purdue University, Department of Agricultural Economics, West Lafayette, IN 47907-2056)

  • Joan Fulton

    (Purdue University, Department of Agricultural Economics, West Lafayette, IN 47907-2056)

  • Musa Shehu

    (Bayero University, Department of Agricultural Economics and Extension, Bayero University, Kano State, Nigeria)

  • Saket Kushwaha

    (Department of Agricultural Economics, Banaras Hindu University, Institute of Agricultural Sciences, Varanasi-221 005 U.P., India)

  • Kofi Marfo

    (Crops Research Institute, Kumasi, Ghana)

  • Mustafa Jamal

    (Capital One Financial Corp., Arlington, VA 22201)

  • Alpha Kergna

    (IER|ECOFIL, Bamako, Mali)

  • J. Lowenberg-DeBoer

    (Purdue University, International Programs in Agriculture, West Lafayette, IN 47907-2056)

Abstract

The production and trade of cowpea is a growing business in West Africa. But a better understanding of consumer preferences is essential to market development. The objective of the study was to determine the impact of cowpea grain quality characteristics on market price. The data for the study were collected from markets in Nigeria, Ghana, and Mali. Hedonic pricing methods provide a statistical estimate of premiums and discounts. The results indicated that cowpea consumers in Ghana, Mali, and Nigeria are willing to pay a premium for large cowpea grains. Bruchid damage is not statistically significant in any market. The impact of price on other cowpea quality characteristics such as skin color and texture and eye color vary locally. Implications for development of the cowpea value chain are as follows: (a) researchers should identify cost-effective ways to increase cowpea grain size because larger grain are preferred and (b) serving local markets requires a portfolio of grain skin and eye color and skin texture combinations. [EconLit citations: Q130]. © 2009 Wiley Periodicals, Inc.

Suggested Citation

  • Fulgence Joseph Mishili & Joan Fulton & Musa Shehu & Saket Kushwaha & Kofi Marfo & Mustafa Jamal & Alpha Kergna & J. Lowenberg-DeBoer, 2009. "Consumer preferences for quality characteristics along the cowpea value chain in Nigeria, Ghana, and Mali," Agribusiness, John Wiley & Sons, Ltd., vol. 25(1), pages 16-35.
  • Handle: RePEc:wly:agribz:v:25:y:2009:i:1:p:16-35
    DOI: 10.1002/agr.20184
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    File URL: http://hdl.handle.net/10.1002/agr.20184
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    References listed on IDEAS

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    1. Espinosa, Juan Andres & Goodwin, Barry K., 1991. "Hedonic Price Estimation For Kansas Wheat Characteristics," Western Journal of Agricultural Economics, Western Agricultural Economics Association, vol. 16(01), July.
    2. B. Wade Brorsen & Warren R. Grant & M. Edward Rister, 1984. "A Hedonic Price Model for Rough Rice Bid/Acceptance Markets," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 66(2), pages 156-163.
    3. Michael Boehlje, 1999. "Structural Changes in the Agricultural Industries: How Do We Measure, Analyze and Understand Them?," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 81(5), pages 1028-1041.
    4. Augustine S. Langyintuo & J. Lowenberg-DeBoer & Channing Arndt, 2005. "Potential impacts of the proposed West African monetary zone on cowpea trade," Agricultural Economics, International Association of Agricultural Economists, vol. 33(s3), pages 411-421, November.
    5. Langyintuo, A. S. & Ntoukam, G. & Murdock, L. & Lowenberg-DeBoer, J. & Miller, D. J., 2004. "Consumer preferences for cowpea in Cameroon and Ghana," Agricultural Economics, Blackwell, vol. 30(3), pages 203-213, May.
    6. Jean D. Kinsey, 2001. "The New Food Economy: Consumers, Farms, Pharms, and Science," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 83(5), pages 1113-1130.
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    Cited by:

    1. Jones, Michael S. & Alexander, Corinne E. & Smith, Bruce, "undated". "Market Power & Economic Consequences of Post-Harvest Losses in Rwandan Dry Bean Markets," 2014 Annual Meeting, July 27-29, 2014, Minneapolis, Minnesota 170659, Agricultural and Applied Economics Association.
    2. Fulgence J. Mishili & Anna A. Temu & Joan Fulton & J. Lowenberg-DeBoer, 2009. "Consumer Preferences As Drivers Of The Common Bean Trade In Tanzania: A Marketing Perspective," Working Papers 09-02, Purdue University, College of Agriculture, Department of Agricultural Economics.
    3. Magen, Benjamin B., 2012. "An Ex Post Economic Impact Assessment of Bean/Cowpea Crsp’s Investment on Varietal Development in Senegal," Graduate Research Masters Degree Plan B Papers 142739, Michigan State University, Department of Agricultural, Food, and Resource Economics.
    4. Ebata, Ayako & Velasco, Pamela & von Cramon-Taubadel, Stephan, 2015. "Distance to market and farm-gate prices of staple beans in rural Nicaragua," Discussion Papers 197540, Georg-August-Universitaet Goettingen, GlobalFood, Department of Agricultural Economics and Rural Development.
    5. Ebata, Ayako & Pacheco, Pamela Alejandra & Cramon-Taubadel, Stephan von, 2015. "Distance to market and farm-gate prices of staple beans in rural Nicaragua," 2015 Conference, August 9-14, 2015, Milan, Italy 211582, International Association of Agricultural Economists.

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