Targeting new technology at consumer food preferences in developing countries

Abstract

In many developing countries purchasing power is unevenly distributed and food markets operate with imperfect information. The actual food supply may well provide an unreal idea about consumer preferences among most of the population and may lead to the development of products that suit the better-off at the cost of the poor. A conjoint analysis was applied to define consumer preferences for bean grain types among different strata in Colombia. Several preference profiles were identified. The preference profile associated with actual supply was found among more wealthy consumers. This suggests there is room for nontraditional grain types, which are cheaper to produce, if their introduction is included in appropriate marketing strategies. The authors conclude that for research with an equity focus, consumer preferences should be measured directly instead of through sales data of existing products.