Consumer preferences for conventional cowpea characteristics using hedonic pricing have been well- studied, but these preferences are almost undocumented using conjoint analysis in discrete choice context. This study investigated the impact of educational level on consumersÂ’ preferences and willingness to pay for white, red, black and brown conventional cowpea attributes. A conjoint choice experiment (CCE) was used to design the survey conducted at the Ahmadu Bello University (ABU), Zaria and Usmanu Danfodiyo University (UDU), Sokoto in April/May, 2010. Conditional logit consistent with random utility theory was used to analyze the stated choice data. Results reveal that high protein content is a statistically significant (P
Key words: Consumer Preferences, Willingness to pay, Conjoint Choice Experiment, Stated Preference, Choice
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