An Analysis of Consumer Willingness to Pay for Sorghum-Pigeon Pea Flakes: A Case of Makueni and Busia Counties, Kenya

Purpose: The study seeks to determine the level of awareness and highest amount consumers were willing pay by positioning novel product ready-to eat-cereals for breakfast Sorghum-pigeon pea processed from locally grown crop.
 Methodology: Contingent Valuation Method (CVM) assess consumer willingness (WTP) sorghum-pigeon flakes, which are Ready-to-Eat Cereals (RTEC). Three-stage sampling technique was used in selection two counties, each county three market places identified. Glen sample size formula obtain total number respondents, whereby a well semi-structured dichotomous questionnaire on 223 Makueni Busia counties Kenya. Double bounded logit model employed determining consumers' SPPF.
 Findings: Results WTP assessment showed that both Sorghum-Pigeon Pea Flakes. average value Counties 140 136 Kenya Shillings, respectively. Further, nearly half respondents aware ready-to-eat cereal SPPF nutritional improvement. According findings double-bounded regression, being male, marital status, SPPF, living County all positively influenced SPP. Having formal employment household expenditure, other hand, had negative impact Recommendations: recommends training raise benefits consuming Furthermore, policies should focus raising among families, particularly those Makueni.