Abstract:
Limited information on beef consumer preferences and beef quality are among the
major challenges that impede development of Uganda’s beef industry. This study
aimed at determining the quality attributes and socio-economic characteristics that
influenced the choice of beef bought by consumers and influenced their willingness
to pay. The study surveyed 300 beef consumers in Kampala City and used a hedonic
pricing model of analysis. The Hedonic Pricing model results indicated that income
and beef attributes i.e. bone content, fat content, colour of the lean and colour of
fat significantly influenced willingness to pay. The study concluded that there is a
high willingness to pay for quality beef. The identified attributes could be used as a
basis for establishing a grading or classification scheme for beef into economically
distinguishable classes. This information may also be used by the various beef value
chain actors to make improvements in their activities in an effort to meet consumer
choices with different levels of willingness to pay.
