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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

Author: De Groote, H.
Author: Kimenju, S.C.
Year: 2008
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.
Language: English
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Type: Article
Country: Kenya
Region: Eastern Africa
Pages: 362-370
Journal issue: 4
Journal: Food Policy
Journal volume: 33
Keywords: Maize
Keywords: White maize
Keywords: Kenya
Keywords: Biofortification
Keywords: Contingent valuation

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This item appears in the following Collection(s)

  • Maize
    Maize breeding, phytopathology, entomology, physiology, quality, and biotech
  • Socioeconomics
    Including topics such as farming systems, markets, impact & targeting, innovations, and GIS

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