Hedonic Analysis of Cassava Product Attributes' Influence on Observed Market Prices. A Case Study of Smallholder Farmers in Kilifi County, Kenya

Cassava commercialisation is increasing in Kenya, mainly due to recent emphasis on its role in enhancing food security and income generation. However, smallholder cassava farmers still receive low prices for their products, constraining their ability to maximise returns. There is limited empirical evidence on how cassava product attributes influence market prices. Understanding the product attribute-price relationship will enable farmers to orient their production, marketing and value addition to attract better prices. This study aimed to analyse the influence of cassava product attributes on observed market prices among smallholder cassava farmers using a hedonic pricing model. A multi-stage sampling technique was applied to select smallholder cassava farmers. Both qualitative and quantitative data were collected using a semi-structured questionnaire. STATA software was employed to analyse data. Hedonic pricing model results revealed that cassava flour, well-shaped raw cassava, selling in bundles, and selling through consumer and farm-gate market outlets commanded a price premium, while selling in kilograms had a decrease in price. This underscores the importance of promoting cassava value addition, improving product appearance, and facilitating access to high-value markets to enhance smallholder cassava farmers’ incomes. Market policies should be put in place to ensure transparent pricing mechanisms and contract arrangements that balance farmer incentives with buyer affordability to minimise farmer exploitation and encourage productivity. Policy interventions should be directed towards promoting value addition, product standardisation, and market development. These efforts can enhance commercialisation and improve incomes along the cassava value chain.