Abstract
Research conducted to estimate implicit prices of sweetpotato using the Hedonic Price Model revealed that consumers attach economic importance to sweetpotato quality. Both urban and rural consumers were responsive to changes in quality characteristics. The price paid by rural consumers is affected significantly by age of consumers and quality charactersitics such as color, shape and starch content. The price paid by urban consumers is strongly influenced by color, shape, protien, starch, sugar and fiber content of sweetpotatoes. Among income classes, low income consumers were more discriminating than high-income consumers.
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