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Analysis of consumers' willingness to pay for new food prepared from cowpea flour
Author(s) -
FLETCHER STANLEY M.,
McWATTER KAY H.,
RESURRECCION ANNA V.A.
Publication year - 1992
Publication title -
journal of consumer studies and home economics
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.775
H-Index - 71
eISSN - 1470-6431
pISSN - 0309-3891
DOI - 10.1111/j.1470-6431.1992.tb00505.x
Subject(s) - willingness to pay , product (mathematics) , promotion (chess) , business , marketing , advertising , food products , agricultural science , agricultural economics , food science , economics , microeconomics , mathematics , chemistry , geometry , politics , political science , law , environmental science
Consumers' willingness to pay for cowpea products was analysed by a multi‐ordered response model. The analysis indicated that sociodemographic factors are weakly linked to consumers' willingness to pay while product characteristics are strongly linked. Marketing promotion is possible. Thus, akara products, made from cowpea paste, have potential for extending the utilization of cowpeas.