Husbands’ and wives’ risk preferences and improved maize adoption in Tanzania

Research on technology adoption typically assumes that the preferences of a single individual—the household head—determine household-level decisions. This study uses experimentally derived prospect theory-based risk preferences from couples in Tanzania to test whether men's and women's risk preferences, which often diverge, influence the adoption of improved maize varieties. We find that women's risk aversion and men's loss aversion are negatively correlated with improved variety use. The tendency of men to overweight small probabilities is negatively associated with adoption, whereas the tendency of women to do so is positively associated. These findings suggest that technology adoption research should look beyond the preferences of the household head, and that technology promoters should consider targeting both men and women in their education and dissemination efforts.     

Farmer perception and valuation of seed quality: Evidence from bean and cowpea seed auctions in Tanzania and Ghana

Double blind field experiments and experimental auctions were conducted with bean and cowpea farmers in Tanzania and Ghana to gauge the relative demand for three types of seed products that differ in price and quality: certified, quality declared, and recycled. Whether the cost differential makes these seeds qualitatively different products as reflected in their perceived performance, and whether that translates into farmers’ willingness to pay price premiums, are the research questions addressed by this study. Results indicate that, all else equal, there were significant differences in the perceived quality of the seed products evaluated. Farmers were willing to pay significantly more for their higher rated seed relative to their lower rated seeds. However, for a majority of farmers the magnitude of the premium they are willing to pay for a higher quality seed is less than the current price differential between certified seed and grain. Research and policy implications of these results for legume seed system are discussed.     

Consumer Preferences as Drivers of the Common Bean Trade in Tanzania: A Marketing Perspective

The objective of this study is to determine the impact of bean grain quality characteristics on market price. The data were collected from retail markets in Tanzania. Hedonic pricing provides a statistical estimate of premiums and discounts. Implications for the development of bean markets include the following: (a) extension agents should identify cost-effective ways to educate producers on targeting urban market niches based on consumer preferences for varieties, (b) breeding for bruchid-resistant beans and use of appropriate storage technologies would alleviate the problems of storage damage, and (c) a portfolio of grain quality characteristics to fit consumer preferences in local markets should be required.