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Potential Demand for a New Value-Added Cowpea Product as Measured by the Willingness-to-Pay for Cowpea Flour in West Africa

Author

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  • Otoo, Miriam
  • Fulton, Joan R.
  • Ibro, Germaine

Abstract

The objective of this paper is to assess the potential demand for a new value-added cowpea product – cowpea flour for purchase by women street food vendors. We use a non-hypothetical real purchase decision mechanism that involves real purchase exchanges of 1 kg packages of cowpea flour in a real market environment in Niamey, Niger. Completed market transactions were bounded between an upper and lower limit price. Our results indicate that kossai vendors’ willingness-to-pay (WTP) for 1kg of cowpea flour exceeds the costs of production including a retail margin. Differences in WTP averages for different groups of vendors (economic status, vendor processor type and scale of production) were found to be statistically significant. Potential exists for profitable entrepreneurial activity in the cowpea flour business targeting women street vendors from more affluent neighborhoods; those using the wet milling process and those who are medium and large scale vendors.

Suggested Citation

  • Otoo, Miriam & Fulton, Joan R. & Ibro, Germaine, 2010. "Potential Demand for a New Value-Added Cowpea Product as Measured by the Willingness-to-Pay for Cowpea Flour in West Africa," 2010 Annual Meeting, July 25-27, 2010, Denver, Colorado 61434, Agricultural and Applied Economics Association.
    • Handle: RePEc:ags:aaea10:61434
    DOI: 10.22004/ag.econ.61434
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    References listed on IDEAS

    as
    1. Ibro, Germaine & Fulton, Joan R. & Lowenberg-DeBoer, James, 2006. "Factors Affecting Success for Women Entrepreneurs in West Africa: The Case of Kosai, a Value Added Cowpea Product," 2006 Annual meeting, July 23-26, Long Beach, CA 21160, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    2. Jayson L. Lusk & W. Bruce Traill & Lisa O. House & Carlotta Valli & Sara R. Jaeger & Melissa Moore & Bert Morrow, 2006. "Comparative Advantage in Demand: Experimental Evidence of Preferences for Genetically Modified Food in the United States and European Union," Journal of Agricultural Economics, Wiley Blackwell, vol. 57(1), pages 1-21, March.
    3. Simon Chege Kimenju & Hugo De Groote, 2008. "Consumer willingness to pay for genetically modified food in Kenya," Agricultural Economics, International Association of Agricultural Economists, vol. 38(1), pages 35-46, January.
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