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

Listed author(s):
  • 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)

Registered author(s):

    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.

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    Article provided by John Wiley & Sons, Ltd. in its journal Agribusiness.

    Volume (Year): 25 (2009)
    Issue (Month): 1 ()
    Pages: 16-35

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    Handle: RePEc:wly:agribz:v:25:y:2009:i:1:p:16-35
    DOI: 10.1002/agr.20184
    Contact details of provider: Web page:

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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. 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.
    3. 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.
    4. 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.
    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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