Consumers’ willingness to pay for quail products in Tamale metropolis, Ghana

Abstract

This study examines consumers' willingness to pay higher price premiums for quail products using the price of chicken as a benchmark. A double-bounded dichotomous choice contingent valuation was used to elicit the data, and the factors influencing consumers’ Willingness to Pay (WTP) were identified using the ordered logit regression model. Results revealed that on the average consumers were willing to pay a higher price premium for quail products, with the mean WTP of GH¢ 27.46 ($5.66), representing 196.14% price premium and GH¢26.34 ($5.43) representing 196.03% price premium per crate of eggs and 1 kg of quail meat, respectively. These findings are crucial for the development of the products as well as formulating marketing strategies for its promotion in the African food markets. • Quail products are very nutritious. • Consumers awareness on quail products influences their willingness to pay higher premium. • Consumers that are educated are willing to pay higher premium for quail products. • Promotion of quail products could help in efforts towards food and nutrition security.