Analysis of factors affecting consumer's tomato purchasing price in Benin

Vegetables play important roles especially in socio-economic development of Western African countries as in many other developing countries . The main objective of this study was to examine effects of main socio economic factors, quality features and income level on tomato purchasing price accepted by consumers (market price with addition of the accepted premium) in Benin. Primary data was collected via face to face survey from 223 tomato consumers, determined within the framework of simple random sampling in Cotonou (Benin). Therefore, effects of the market factors, quality characteristics, seasonal fluctuations and socio-demographic factors on the consumer's accepted price paid for the organic/conventional tomato, the local/imported tomato and Akikon L.esculentum var. pyriforme (the most preferred tomato variety) were examined with hedonic pricing method. As a result, the average price premium for local tomato, for organic tomato and for Akikon (L.esculentum var. pyriforme) tomato variety were 0.30 Dollars; 0.32 Dollars and 0.28 Dollars respectively. Accordingly, when the found price premium was added to the standard market price of 200 FCFA (0.36 Dollars) of tomato for 400 grams, the final accepted prices appeared as 0.66 Dollars, 0.68 Dollars and 0.64 Dollars in a consecutive order. It was understood that the important factors that affect accepted price for local tomato were personal characteristics of consumers as age, income and occupation, quality and shape characteristics of tomato and preference towards local tomato. While the important factors that affect accepted price for organic tomato were quality characteristics, shape, seasonal preference and preference towards organic tomato, the factors that affect accepted price for Akikon (L.esculentum var. Pyriforme) were found as shape, colour, freshness, size, variety preference and income.