Do consumers pay more for what they value more? The case of local milk-based dairy products in Senegal

Senegalese consumers seem to prefer local fresh milk-based dairy products rather than the ones produced with imported powder. However, market prices of both products do not appear to be different. This paper addresses this puzzle. First, I confirm the preference for local products. Using choice-based-conjoint data, I evaluate that Senegalese consumers are willing to pay a positive and significant premium for these products. Then, I identify the determinants of prices, based on a unique dataset of milk products characteristics. Evidence suggests that consumers' misinformation regarding the product composition prevents them from allocating a higher price to local milk-based products.