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Consumer valuations of the quality and safety attributes of milk and meat in Kenya

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  • Fadiga, Mohamadou L.
  • Makokha, Stella Nabwile

Abstract

This study assesses the importance of the quality and safety attributes of dairy and meat products to identify strategies for value addition. It uses product profiles generated by conjoint experiments in a consumer survey applied to 287 households in Nairobi and Eldoret. The results indicate the respondents’ willingness to pay more for improved safety and quality attributes for meat and milk products, and also show that consumers value hygiene more than packaging and colour, and are willing to pay a higher premium for clean milk compared to sealed and creamy milk. They value smell more than any other attribute, given the high premium not smelly commands compared to clean, creamy or sealed package. For meat, the premium paid for each attribute varies, with the presence of an official stamp commanding the highest premium, followed by clean, soft texture and low fat content. The valuation of these attributes varies across income strata and between the two cities.

Suggested Citation

  • Fadiga, Mohamadou L. & Makokha, Stella Nabwile, 2014. "Consumer valuations of the quality and safety attributes of milk and meat in Kenya," African Journal of Agricultural and Resource Economics, African Association of Agricultural Economists, vol. 9(2), pages 1-15, April.
    • Handle: RePEc:ags:afjare:176485
    DOI: 10.22004/ag.econ.176485
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    Cited by:

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    2. David L. Ortega & Vincenzina Caputo & Mywish Maredia, 2023. "Effectiveness of nutritional information in increasing demand for enriched yoghurt among poor households in Kenya: Implications for agribusiness marketing strategies," Agribusiness, John Wiley & Sons, Ltd., vol. 39(1), pages 285-290, January.
    3. Naphtal Habiyaremye & Nadhem Mtimet & Emily A. Ouma & Gideon A. Obare, 2023. "Consumers' willingness to pay for safe and quality milk: Evidence from experimental auctions in Rwanda," Agribusiness, John Wiley & Sons, Ltd., vol. 39(4), pages 1049-1074, October.
    4. Vroegindewey, Ryan & Richardson, Robert B. & Ortega, David L. & Theriault, Veronique, 2021. "Consumer and retailer preferences for local ingredients in processed foods: Evidence from a stacked choice experiment in an African urban dairy market," Food Policy, Elsevier, vol. 103(C).
    5. Mtimet, Nadhem & Walke, Maria & Baker, Derek & Lindahl, Johanna & Hartmann, Monika & Grace, Delia, 2015. "Kenyan Awareness of Aflatoxin: An Analysis of Processed Milk Consumers," 2015 Conference, August 9-14, 2015, Milan, Italy 212504, International Association of Agricultural Economists.

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