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Assessing the Effect of Consumer Purchasing Criteria for Types of Rice in Togo: A Choice Modeling Approach

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  • Rose Fiamohe
  • Tebila Nakelse
  • Aliou Diagne
  • Papa A. Seck

Abstract

ABSTRACT This study analyses rice consumer preferences in Togo and estimates consumers' willingness to pay (WTP) for the quality attributes of locally produced rice. For that purpose, a random utility model is applied to elicit the WTP for the most important rice purchase criteria. The model is estimated using a survey of consumers from 15 prefectures in Togo. The results show that imported rice is largely preferred to local rice, especially in urban areas. Cleanness and whiteness appear to be the most preferred attributes, especially for imported rice. Togolese consumers are willing to pay a premium of up to 46% of the actual price for cleanness and 53% for whiteness in locally produced rice. Also, taste and swelling capacity play an important role in the preference for locally produced rice. The results might be useful for breeders and policy makers in the ongoing effort to improve the competitiveness of local rice in West Africa both from quality and price perspectives.

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  • Rose Fiamohe & Tebila Nakelse & Aliou Diagne & Papa A. Seck, 2015. "Assessing the Effect of Consumer Purchasing Criteria for Types of Rice in Togo: A Choice Modeling Approach," Agribusiness, John Wiley & Sons, Ltd., vol. 31(3), pages 433-452, June.
    • Handle: RePEc:wly:agribz:v:31:y:2015:i:3:p:433-452
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    File URL: http://hdl.handle.net/10.1002/agr.21406
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    1. Abdulai Adams & Emmanuel Tetteh Jumpah & Kehinde Damilola Ilesanmi & Hajei Douri Bennin, 2019. "Analysis of parboiled rice processing in northern region of Ghana: determinants, constraints and opportunities," Asian Journal of Agriculture and rural Development, Asian Economic and Social Society, vol. 9(2), pages 284-297, December.
    2. Nakelse, T. & Dalton, T., 2018. "Are Urban Consumers in Niger Willing to Pay for Safe and Nutritious Food?," 2018 Conference, July 28-August 2, 2018, Vancouver, British Columbia 277459, International Association of Agricultural Economists.
    3. Fiamohe, R. & Agossadou, A.J. & Kinkpe, T., 2018. "Contribution of improved processing equipment to rice value chain upgrading in West Africa: Evidence from Benin," 2018 Conference, July 28-August 2, 2018, Vancouver, British Columbia 275966, International Association of Agricultural Economists.
    4. Fiamohe, Rose & Diallo, Souleymane & Diagne, Aliou & Agossadou, Arsene, 2015. "Impact of the ECOWAS Common External Tariff on the Rice Sector in West Africa," 2015 Conference, August 9-14, 2015, Milan, Italy 211632, International Association of Agricultural Economists.
    5. Ayeduvor, Selorm, 2018. "Assessing quality attributes that drive preference and consumption of local rice in Ghana," GSSP working papers 48, International Food Policy Research Institute (IFPRI).
    6. Demont, Matty & Fiamohe, Rose & Kinkpé, A. Thierry, 2017. "Comparative Advantage in Demand and the Development of Rice Value Chains in West Africa," World Development, Elsevier, vol. 96(C), pages 578-590.
    7. Bairagi, Subir K. & Mohanty, Samarendu & Ynion, Jhoanne & Demont, Matty, 2017. "Determinants of Consumer Preferences for Rice Attributes: Evidence from South and Southeast Asia," 2017 Annual Meeting, July 30-August 1, Chicago, Illinois 258384, Agricultural and Applied Economics Association.
    8. Adams, Abdulai & Jumpah, Emmanuel Tetteh & Ilesanmi, Kehinde Damilola & Bennin, Hajei Douri, 2019. "Analysis of Parboiled Rice Processing in Northern Region of Ghana: Determinants, Constraints and Opportunities," Asian Journal of Agriculture and Rural Development, Asian Economic and Social Society (AESS), vol. 9(02), January.
    9. Fiamohe, Rose E. & Kinkpé, A. Thierry, 2016. "Analysing potential demand for local rice in West Africa," 2016 Fifth International Conference, September 23-26, 2016, Addis Ababa, Ethiopia 249281, African Association of Agricultural Economists (AAAE).
    10. Matthew Richardson & Lawton L. Nalley & Alvaro Durand-Morat & Phil Crandall & Andrew Scruggs & Lesly Joseph & Jérôme Chouloute & Wei Yang, 2022. "A broken market: can increased access to broken rice decrease food insecurity in Haiti?," Food Security: The Science, Sociology and Economics of Food Production and Access to Food, Springer;The International Society for Plant Pathology, vol. 14(6), pages 1387-1400, December.

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