Factors Affecting Local Tomato Preference in Comprison with Imported Tomato in Benin Republic

Aims: Tomato is a major vegetable that is being produced and consumed almost all over the world. Consumer preference from imported to local tomato was analysed for Benin Republic within this study. The main objective was to determine factors affecting consumers’ willingness to pay for locally grown tomato in exchange of imported tomato.

Study Design and Place: It was intended to measure consumer reflections via a face to face survey. Therefore, a structured consumer survey was prepared and applied in Cotonou, the economic capital of Benin Republic.

Methodology: Hedonic pricing methodology was applied to the data retrieved from 223 consumers in Cotonou of Benin Republic in 2017. The main stance of hedonic pricing was to estimate impact of relevant consumer and market related factors on purchasing decision of tomato consumers.

Results and Conclusion: It was understood that 65 % of the sample had willingness to pay more to local tomato than the imported one. The average accepted premium was 0.30 Dollars. The price climbs up to 0.66 Dollars for 250 grams of tomato, with addition of the standard packed imported tomato price, which was 0.36 Dollars. When all factors were held constant, households accepted to pay 0.12 Dollars to local tomato. Local tomato preference, being employed and having aged between 18 and 45 affected the willingness to pay positively. However, medium-size and hard tomato preference were deterrent factors. When the income effect was considered, it was understood that local tomato price is income inelastic and consumers would be paying 11 % more in response to 100 % rise in their income. This confirms the normal good characteristic of tomato.