Investigation of key aspects for the successful marketing of cowpeas in Senegal

[摘要] Due to the lack of information on the factors that affect the marketing ofcowpeas in Senegal, this study investigates key aspects for the successfulmarketing of cowpeas in Senegal. The contribution this study makes lies in theinformation it generates to empower role-players in the cowpea value chain tobetter understand (i) the demand relations of cowpeas in Senegal, (ii) theinformation needs of role-players and the extent to which markets areintegrated, and (iii) for which characteristics of cowpea consumers are willing topay premiums.An Almost Ideal Demand System (AIDS) model is applied to one period crosssectional data to estimate demand relations of cowpea's in Senegal. The ownprice elasticity of cowpea is -1.23 while its expenditure elasticity is 0.97 showingthat cowpea is a normal necessity.A sample of 443 respondents was taken to determine the information needs ofdifferent role-players in the cowpea supply chain. Availability of priceinformation on local and export markets are deemed vitally important by all roleplayers. Information pertaining to quantities supplied and demanded, andbuyers' preferences are not regarded by all role-players as equally important.The most appropriate mode to dissemination cowpea related information shoulddepend on the accessibility of a particular mode by role-players.Bivariate correlation coefficients, co-integration tests, Granger Causality testsand Ravallion's model are used to investigate level of market integration. Theresults show that cowpea markets as a whole are not integrated. This is not asurprising result since it can be linked to the general lack of market information.The influence of cowpea characteristics on cowpea prices is analyzed with ahedonic pricing model. The results show that large grain size and sugarcontents are characteristics for which consumers are willing to pay premiums inall markets.The implication of the results of this study has several dimensions, i.e. (i) roleplayersin the cowpea supply chain now has information to guide pricingstrategies, (ii) changes in expenditures on cowpeas can be properly discountedin marketing strategies, (iii) interventions can be designed to address the needsof information users and to address the non-integrated nature of cowpeasmarkets, and (iv) research programs and role-players should focus theirresearch and marketing activities on those characteristics for which consumersare willing to pay premiums.

[发布机构] University of the Free State