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Consumer Preferences For Quality Characteristics Along The Cowpea Value Chain In Nigeria, Ghana And Mali

Author

Listed:
  • Fulgence Joseph Mishili
  • Joan Fulton
  • Mustafa Jamal
  • J. Lowenberg-DeBoer

    (Department of Agricultural Economics, College of Agriculture, Purdue University, USA)

  • Musa Shehu

    (Department of Agricultural Economics and Extension, Bayero University, Nigeria)

  • Saket Kushwaha

    (Agricultural Economics and Extension Programme, Abubakar Tafawa Balewa University, Nigeria)

  • Kofi Marfo

    (Crops Research Institute, Kumasi, Ghana)

  • Alpha Chergna

    (Institute for Rural Economics, Mali)

Abstract

The production and trade of cowpea (Vigna Uniculata), called “blackeyed peas” in the US, are a growing business for farmers and merchants serving the rapidly expanding urban areas of West and Central Africa. Cowpea fits the needs of the urban poor. It is an inexpensive source of protein that does not require refrigeration. A better understanding of consumer preferences for cowpea is essential to market development. The main objective of the study was to determine the cowpea grain quality characteristics that command a price premium or provoke a discount in Ghanaian, Malian and Nigerian markets. Specifically, the study looked at the impact of the grain size, texture, color, eye color, and bruchid-damaged grains on cowpea market prices. The data for the study were collected from six markets in Ghana; four markets were in the capital city of Accra and two markets in Kumasi. In Mali, two markets were surveyed, Marché de Sabalibougou and Marché Medine. In Nigeria three markets were surveyed, Iddo in Lagos; Monday, in Maiduguri; and Dawanau in Kano. Hedonic pricing methods provide a statistical estimate of premiums and discounts. The results of the study indicated that cowpea consumers in Ghana, Mali and Nigeria are willing to pay a premium for large cowpea grains. Cowpea consumers discount grains with storage damage from the very first bruchid hole. The impact of price on other cowpea quality characteristics such as skin color and texture, and eye color varies locally. Implications for development of the cowpea value chain include: 1) breeders and cowpea production researchers should identify cost-effective ways to increase cowpea grain size because larger grain size is almost universally preferred, and 2) entomologists and storage experts should develop and transfer improved storage technologies to reduce damage discounts, and 3) serving local markets requires a portfolio of grain skin color, eye color and skin texture combinations.

Suggested Citation

  • Fulgence Joseph Mishili & Joan Fulton & Mustafa Jamal & J. Lowenberg-DeBoer & Musa Shehu & Saket Kushwaha & Kofi Marfo & Alpha Chergna, 2007. "Consumer Preferences For Quality Characteristics Along The Cowpea Value Chain In Nigeria, Ghana And Mali," Working Papers 06-17, Purdue University, College of Agriculture, Department of Agricultural Economics.
    • Handle: RePEc:pae:wpaper:06-17
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    References listed on IDEAS

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    Cited by:

    1. Smale, Melinda & Theriault, Veronique & Allen, Andrea & Sissoko, Mamadou, 2022. "Is cowpea a ‘women’s crop’ in Mali? Implications for value chain development," African Journal of Agricultural and Resource Economics, African Association of Agricultural Economists, vol. 17(2), June.
    2. Suleyman KARAMAN & Feyza YAVUZ, 2014. "Hedonic price analysis of the quality characteristics of Anatolian hard red wheat," Agricultural Economics, Czech Academy of Agricultural Sciences, vol. 60(10), pages 469-478.
    3. Tanya E. Stathers & Sarah E. J. Arnold & Corinne J. Rumney & Clare Hopson, 2020. "Measuring the nutritional cost of insect infestation of stored maize and cowpea," Food Security: The Science, Sociology and Economics of Food Production and Access to Food, Springer;The International Society for Plant Pathology, vol. 12(2), pages 285-308, April.
    4. Nkoyo Etim Bassey & Arnim Kuhn & Hugo Storm, 2018. "Are maize marketers averse to quality loss in supplies? A case study from Ghana," Agricultural Economics, International Association of Agricultural Economists, vol. 49(5), pages 649-658, September.
    5. Jones, Michael S. & Alexander, Corinne E. & Smith, Bruce, "undated". "Market Power & Economic Consequences of Post-Harvest Losses in Rwandan Dry Bean Markets," 2014 Annual Meeting, July 27-29, 2014, Minneapolis, Minnesota 170659, Agricultural and Applied Economics Association.
    6. Sanusi, Olajide I. & Safi, Samir K. & Adeeko, Omotara & Tabash, Mosab I., 2022. "Forecasting agricultural commodity price using different models: a case study of widely consumed grains in Nigeria," Agricultural and Resource Economics: International Scientific E-Journal, Agricultural and Resource Economics: International Scientific E-Journal, vol. 8(2), June.
    7. Mishili, Fulgence J. & Temu, Anna A. & Fulton, Joan R. & Lowenberg-DeBoer, James, 2009. "Consumer preferences as drivers of the common bean trade in Tanzania: A marketing perspective," Staff Papers 48658, Purdue University, Department of Agricultural Economics.
    8. Kotchofa, Pacem A., "undated". "Expenditure and Price Elasticities of Demand for Cowpeas in Northern Ghana. Implications for Public Policies," 2017 Annual Meeting, July 30-August 1, Chicago, Illinois 259966, Agricultural and Applied Economics Association.
    9. Ebata, Ayako & Velasco, Pamela & von Cramon-Taubadel, Stephan, 2015. "Distance to market and farm-gate prices of staple beans in rural Nicaragua," GlobalFood Discussion Papers 197540, Georg-August-Universitaet Goettingen, GlobalFood, Department of Agricultural Economics and Rural Development.
    10. Takeshima, Hiroyuki & Nagarajan, Latha & Salau, Sheu & Oyekale, Abayomi, 2010. "Nigerian farmers’ preferences on the timing of the purchase of rice, cowpea, and maize seeds:," NSSP working papers 20, International Food Policy Research Institute (IFPRI).
    11. Theriault, Veronique & Assima, Amidou & Vroegindewey, Ryan & Tschirley, David & Keita, Naman, 2017. "A City-Retail Outlet Inventory Of Processed Dairy And Grain Foods: Evidence From Mali," Feed the Future Innovation Lab for Food Security Policy Research Papers 261675, Michigan State University, Department of Agricultural, Food, and Resource Economics, Feed the Future Innovation Lab for Food Security (FSP).
    12. Uwamariya, Beatrice, 2014. "Assessment of Consumer Awareness and Preferences for Quality Certification and Origin-Labeling in Fruit Salads in Kigali,Rwanda," Research Theses 198512, Collaborative Masters Program in Agricultural and Applied Economics.
    13. Magen, Benjamin B., 2012. "An Ex Post Economic Impact Assessment of Bean/Cowpea Crsp’s Investment on Varietal Development in Senegal," Graduate Research Master's Degree Plan B Papers 142739, Michigan State University, Department of Agricultural, Food, and Resource Economics.
    14. Ebata, Ayako & Pacheco, Pamela Alejandra & Cramon-Taubadel, Stephan von, 2015. "Distance to market and farm-gate prices of staple beans in rural Nicaragua," 2015 Conference, August 9-14, 2015, Milan, Italy 211582, International Association of Agricultural Economists.

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    More about this item

    Keywords

    Cowpeas market chains; consumer preference; hedonic price analysis;
    All these keywords.

    JEL classification:

    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • Q13 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Markets and Marketing; Cooperatives; Agribusiness

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