Understanding Consumer Preference for Common Beans from Manifold Viewpoints of Attributes in Dar es Salaam, Tanzania

Common beans appeal to consumers in different ways. One important distinction of this nature is with respect to colour, size, cooking time and gravy quality. When multiple common bean varieties are exposed, consumers normally select several varieties on the same occasion while rejecting some of the offerings. Studies that have explicitly assessed factors underlying such a decision making are confined to demographic and socio-economic factors while ignoring societal and cultural factors. Ignoring these factors distort the measured effects and contribute to the failure of interventions aimed at altering food preferences. This study investigated the factors incorporative for a better understanding of consumers’ preferences for common beans. Discrete Choice Experiment was employed in order to elicit individual preference and uncover how individuals selected common beans with varying attribute levels using a random sample of 732 respondents. Using Poisson Regression Model, the results showed that probability of choosing two common bean types was the highest, although for some consumers, the number of choices ranged from zero to eight. Highlighted findings are essential for breeders, farmers and sellers of common beans to become certain on their decisions. The study recommends that breeding and market development efforts should primarily focus on unique preferences of consumers whose choices are predominantly within a narrow range of common beans and hence meeting their varied demand.