Reference : Consumer valuation of improved rice parboiling technologies in Benin
Scientific journals : Article
Business & economic sciences : Strategy & innovation
Business & economic sciences : Marketing
Business & economic sciences : Management information systems
Consumer valuation of improved rice parboiling technologies in Benin
[en] La valorisation des technologies améliorées d'étuvage du riz par les consommateurs au Bénin
Matty, Demont mailto [AfricaRice > > > >]
Zossou, Enangnon mailto [Université de Liège - ULg > > > Doct. sc. agro. & ingé. biol.]
Pieter, Rutsaert []
Maimouna, Ndour []
Paul, Van Mele mailto []
Wim, Verbeke []
Food Quality & Preference
Elsevier Science
Food Quality and Preference
Yes (verified by ORBi)
[en] Sub-Saharan Africa ; Food processing ; Experimental auction ; Lining-up bias ; Socially acceptable prices
[en] In Benin, traditional parboiling is still widely practiced among rice processors, resulting in inferior grain
quality. A new parboiler was introduced to improve the milling yield and intrinsic quality of local rice. We
conducted Vickrey second price auctions to elicit rural Beninese consumers’ willingness to pay for rice
obtained through the new parboiler and two locally innovated parboilers. The individual auctions were
followed by a group discussion during which consensus was reached on socially acceptable prices. Relative
to traditionally parboiled rice, consumers were willing to pay price premiums of 9–13% for rice
obtained through a local parboiler using a container of which the bottom is a perforated metal, 27%
for rice obtained through a local parboiler using wooden sticks at the bottom of the pot, and 25–34%
for rice parboiled through the improved parboiler. Bids were influenced by the presentation order of
the products according to perceived quality. Bids were also higher when participants had been informed
on the benefits of improved parboiling techniques, which is a crucial insight for developing marketing
and communication strategies for this improved quality product. Group bids were not significantly different
from individual bids which suggests that the latter are within the range of socially acceptable
prices defined through group consensus.
africaRice; ULg, Gembloux Agro Bio-Tech
AfricaRice; CTB
General public
This article appeared in a journal published by Elsevier. The attached
copy is furnished to the author for internal non-commercial research
and education use, including for instruction at the authors institution
and sharing with colleagues.
Other uses, including reproduction and distribution, or selling or
licensing copies, or posting to personal, institutional or third party
websites are prohibited.
In most cases authors are permitted to post their version of the
article (e.g. in Word or Tex form) to their personal website or
institutional repository. Authors requiring further information
regarding Elsevier’s archiving and manuscript policies are
encouraged to visit:

File(s) associated to this reference

Fulltext file(s):

Restricted access
FQAP2398.pdfPublisher postprint646.38 kBRequest copy

Bookmark and Share SFX Query

All documents in ORBi are protected by a user license.