Consumer Preferences for Fresh Tomatoes in Benin using a Conjoint Analysis

Constraints related to the technical and socioeconomic aspects of adopting tomato varieties are well documented. However, preferences relating to the demand for this fruit are rarely studied. In fact, demand for the different varieties of tomatoes might be related to consumers’ preferences for the extrinsic (color, size) and intrinsic (taste, nutritive value, water content) characteristics specific to each variety. It is therefore indispensable to determine the characteristics of tomatoes preferred by consumers. We examine consumers’ preferences for tomato attributes among a sample of 600 consumers in four representative markets in the main cities in southern Benin. The study also identifies potential segments of consumers and the market shares of each profile for each segment. The study identifies four potential tomato market segments, two of which have a strong preference for local tomatoes, namely, those that can be conserved for long periods and those with a firm consistency.