Consumer preferences for quality characteristics along the cowpea value chain in Nigeria, Ghana, and Mali

The production and trade of cowpea is a growing business in West Africa. But a better understanding of consumer preferences is essential to market development. The objective of the study was to determine the impact of cowpea grain quality characteristics on market price. The data for the study were collected from markets in Nigeria, Ghana, and Mali. Hedonic pricing methods provide a statistical estimate of premiums and discounts. The results indicated that cowpea consumers in Ghana, Mali, and Nigeria are willing to pay a premium for large cowpea grains. Bruchid damage is not statistically significant in any market. The impact of price on other cowpea quality characteristics such as skin color and texture and eye color vary locally. Implications for development of the cowpea value chain are as follows: (a) researchers should identify cost-effective ways to increase cowpea grain size because larger grain are preferred and (b) serving local markets requires a portfolio of grain skin and eye color and skin texture combinations. [EconLit citations: Q130].