Consumers’ Preference and Willingness-To-Pay for Different Varieties of Pepper in Osun State, Nigeria

Abstract

The study was conducted to assess consumers’ preference and willingness to pay for different pepper varieties in Osun State, Nigeria. The study used the major pepper types – Capsicum chinenses (Rodo), C. annum (Tatase), C. frutescens (Sombo) and C. pubescens (Bawa), being sold in the markets in Osun State, Nigeria. A multistage sampling technique was used to collect data from 100 respondents. The primary data collected were analysed using descriptive and inferential statistics. The study showed that consumers mostly preferred and were willing to pay more for C. chinenses (Rodo) than any other types of pepper. Household size, primary occupation, total household income, availability and meal-making ability of pepper were the factors that influenced consumers’ preference for the different varieties of pepper while the willingness to pay for pepper varieties by consumers was influenced by affordability, availability, taste and thickness. The study recommends that since availability and affordability influenced preference and willingness to pay for pepper varieties, policies should be aimed at increasing farmers’ production as this will ensure that pepper is readily available and affordable for consumers.

Keywords

• consumers
• pepper
• willingness
• multivariate probit
• hedonic