Consumer’s Willingness to Pay for Selected Processed Orange Fleshed Sweet Potatoes (OFSP) in Morogoro Municipal Council Tanzania

Sweet potato is among neglected and underutilized staple crop in Tanzania. Despite being vitamin A rich, yet most of Tanzanians prefers other crops than sweet potatoes. In order to promote consumption of vitamin A rich sweet potato in Tanzania, value addition is critically needed. Therefore, this study was designed to determine willingness of consumers to pay for selected processed Orange Fleshed Sweet Potatoes in Morogoro region. The study used a cross sectional research design by involving 120 randomly selected consumers. Primary data were collected using self-administered questionnaires. Collected data were cleaned, coded and analysed with an aid of Statistical Package for Social Science (SPSS version 25). The analysis of collected data was aided with means, frequencies and binary logistic regression. Results showed that mean willingness to pay of TZS 4106.26 per kg for OFSP flour, TZS 1568.67 and TZS 1592 per one-quarter kg for OFSP bread (30%) and OFSP bread (20%) respectively and TZS 973.84 per one-tenth kg for OFSP biscuits. Logistic Regression analysis established that bid/price, education level, income, nutrients and packaging as the factors influencing significantly consumers’ WTP for the OFSP products at P P < 0.05 level of significance. Age and sex of respondents were also found to influence WTP for OFSP biscuits and OFSP flour at the same level of significance respectively. The study concluded with regards to consumers’ willingness to pay for products made by OFSP, indicates great opportunity to be exploited on value addition. Therefore, there is a need to promote the identified opportunity to domestic and foreign investors so as to enhance investment on value addition to OFSP.