One and one half bound dichotomous choice contingent valuation of consumers willingness-to-pay for pearl millet products: Evidence from Eastern Kenya

Abstract

Pearl millet is the fourth most important cereal after maize, rice and sorghum in terms of cultivation and production in the tropics, yet the least traded of all cereals in Kenya. New pearl millet varieties (KAT/PM1, KAT/PM2 and KAT/PM3) were introduced in response to low yield and birds' menace that was wiping out the traditional pearl millet varieties in Kenya. Despite this, limited information exists on consumers' willingness to pay and the determinants of willingness to pay estimates for these newly introduced varieties products. This study was undertaken to analyze consumers' willingness to pay and the determinants of willingness to pay estimates for these pearl millet products. Results showed that most consumers (70%) were willing to pay a premium price with the mean willingess to pay off 42% over finger millet market price. Age, number of children below 12 years in a household, gender of household head, income and awareness levels were the important factors that positively influenced consumers' willingness to pay premium prices.