Analysis of Consumer Preference in Product Attributes: A Case of Common Beans in Kiambu County, Kenya
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Date
2015
Authors
Gitonga, Hannah Wairimu
Journal Title
Journal ISSN
Volume Title
Publisher
Kenyatta University
Abstract
Common bean (Phaseolus vulgaris L.) is an important source of livelihood and food for
approximately three million households in Kenya. Consumers appreciate common bean
more due to its nutritional value and health benefits. Between 2005 and 2009, a total of
403,604 MT of bean with a value of US$ 199,743,000 was produced in Kenya. The
Kenyan bean market has a deficit of 14,256 metric tons and is dominated by old
improved bean varieties, an indication of consumer preference for those beans. This is
despite new varieties being released into the market following intensive research and
breeding work done by research institutions. Consumer preference assessment gives
important information on acceptability of a commodity by consumers. The primary
objective of this study, therefore, was to analyze consumer preference for common bean
varieties by attribute sensory test and willingness to pay for preferred attributes. This
study focused on bean consumers and traders in two districts, Thika East and Thika West
of Kiambu County. The region was chosen as a test bed for this study due to high
utilization of common beans in most of the diets among the residents. Additionally the
two districts were selected because of their high population, diverse socioeconomic
characteristics of residents, and their rural and urban living setups. Semi structured
questionnaires were used to elicit information from 212 consumers and 67 traders who
were randomly selected. Bean variety preference was assessed using a preference scale of
1-7 score. A pairwise analysis of eight bean attributes was done to assess preference of
bean attributes. This was followed by assessment of attributes in seven bean varieties
using likert scale of 1-5 rank. A hedonic price model was used to analyze effect of
preferred attributes on price consumers were willing to pay. Data analysis was done using
descriptive and inferential statistics in Excel and SPSS software programs. Results
showed that beans were an important part of respondents diet with majority of
respondents (86%) consuming beans more than once a week. Rural respondents
consumed beans more frequently compared to urban respondents; difference in
consumption was statistically significant (p-value =0.025). Beans were popular with
women (83%) and were consumed by all age groups but there was more consumption in
the 31-40 years age group (26.8%). GLP 585 was ranked l ", GLP 2 was ranked 2nd and
KAT X56 was ranked 3rd in preference by 64.7%, 43% 39.8% respondents respectively.
GLP varieties were popular among urban respondents while rural respondents consumed
both GLP and KAT varieties. Consumers had preference for cooking quality, keeping
quality, color, taste, low flatulence and grain size attributes associated with GLP 585,
KAT X56, GLP 2 and KAT B1 varieties. Consumers were willing to pay a premium for
taste, price, cooking time and discount for grain size of GLP 585. They also discounted
grain size in KAT X56 and KAT B9. Other discounts were in color of KAT B9, taste of
GLP 2 and flatulence of KAT X56 varieties. Based on the findings of the study, it is
recommended that government supports breeding and improvement programs to ensure
seeds with preferred attributes are available and affordable to producers. This would
enhance acceptability and utilization of beans by consumers. It is further recommended
evaluation of KAT Bl' s, low consumer preference, yet it has preferred attributes.
Description
Department of Agribusiness Management and Trade (AMT), 130p. 2015
SB 327 .G5
SB 327 .G5