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This paper investigates consumers' price perceptions at Ghana's local markets. By analyzing the questionnaire survey results, it identifies the relative importance local customers placed on weights and measures in comparison to other food attributes in purchasing agricultural products. In determining customers' decision-making behaviors, we applied Kahneman's (2012) prospect theory and developed picture-based scenarios for the customers to express their value perceptions at the market. We also asked questions to see what food attributes are important for them. We wanted to find out if such attributes as weights and measures are important for local Ghanaian customers other than more well-recognized ones such as food quality and price. The results indicate that our respondents decide to buy agricultural products like vegetables, eggs, and rice, on the basis of four attributes: (1) weights and measures, (2) health values, (3) safety, and (4) affordability. As previous studies on Western consumers tend to show high importance on food quality, our results suggest that customers' choices may differ more likely by socio-cultural backgrounds. This conclusion can be buttressed by another part of our survey that shows that our respondents are mostly middle-class, educated nuclear families in this region. About 80percent of them agreed that traditionally prescribed weights and measures were important to understand the value of agricultural products at the market.

Consumers’ Food Value Attributes on Ghana’s Local Market; Case Study of Berekum Municipality