Consumers' willingness to pay for cowpea products was analyzed by a multi-ordered response model. The analysis indicated that socio-demographic factors are weakly linked to consumers' willingness to pay while product characteristics are strongly linked. Marketing promotion is possible. Thus,...

American consumers are exposed to thousands of new food products on supermarket shelves each year. For new products, such as akara products, it is crucial to determine consumer preferences and buying intentions. In this study, 346 randomly selected consumers were surveyed to reveal their...