Estimating consumer preferences and willingness to pay for the underutilised indigenous chicken products
Estimating consumer preferences and willingness to pay for the underutilised indigenous chicken products
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DOI：
10.1016/j.foodpol.2013.05.012
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发表时间：
2013-08-01
期刊：
影响因子：
6.5
通讯作者：
Bokelmann, W.
中科院分区：
文献类型：
--
作者：
Bett, H. K.;Peters, K. J.;Bokelmann, W.
土鸡有许多功能，包括提供肉和蛋供家庭消费和销售收入。本研究的目的是估计消费者对土鸡产品价格上涨的反应，以及他们愿意在市场上购买土鸡产品的价格。调查在肯尼亚选定的三个地区进行。在城市和农村地区共采访了930名受访者。实证数据的收集采用条件价值实验。两步Heckman选择模型被用来分析消费者的决定和他们愿意支付的金额。研究结果显示，消费者愿意为每公斤土鸡多付23.26%，为每公斤鸡蛋多付41.53%。年龄、收入、教育和家庭规模等社会经济因素在很大程度上决定了消费者的支付意愿。其他重要因素包括土产鸡肉替代品的价格、味道/风味等属性以及购买时产品的形式。蛋黄的颜色和鸡蛋的大小决定了消费者的购买意愿。人们对土鸡产品的偏好很高。这一信息将有助于了解城市和农村消费者的行为。因此，有助于土著鸡肉生产者、育种者、销售者和决策者制定有效的生产和销售战略。这也将为改善农村贫穷的土著养鸡户的粮食安全和生计提供一种手段。(C)2013爱思唯尔有限公司保留所有权利。
Indigenous chicken serves many functions, which include the provision of meat and eggs for home consumption and income from sales. The purpose of this study was to estimate the consumers' responsiveness to an increase in prices of the indigenous chicken products and how much they are willing to pay for them in the market. The survey was conducted in the selected three regions of Kenya. A total of 930 respondents were interviewed both in the urban and rural areas. Contingent valuation experiment was used in empirical data collection. The two-step Heckman selection model was utilised to analyse consumers decisions and the amount they were willing to pay. The study results revealed that consumers are willing to pay 23.26% per kg more for indigenous chicken meat and 41.53% for eggs. Socioeconomic factors like age, income, education and family size significantly determines consumers' willingness to pay. Other important factors include the indigenous chicken meat substitutes' prices, attributes like taste/flavour and the product's form on purchase. The yolk colour and size of eggs determined the consumers' willingness to pay. Preferences for indigenous chicken products were found to be high. This information will assist in understanding both the urban and rural consumer's behaviour. Therefore, useful for the indigenous chicken producers, breeders, marketers and policy makers in developing efficient production and marketing strategies. This would also provide a means of improving food security and livelihoods of the rural poor indigenous chicken farmers. (C) 2013 Elsevier Ltd. All rights reserved.