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
http://hdl.handle.net/2268/134448
Consumer valuation of improved rice parboiling technologies in Benin
English
[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 []
Jan-2012
Food Quality & Preference
Elsevier Science
23
1
Food Quality and Preference
63-70
Yes (verified by ORBi)
International
0950-3293
[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
http://hdl.handle.net/2268/134448
10.1016/j.foodqual.2011.07.005
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