Abstract:
The objective of the study was to identify consumer’s sensory preference of
quality protein maize and conventional maize traditional dishes and then try to estimate the willingness to pay
for quality protein maize grain in Jimma Zone. It used modified home-use test sensory evaluation technique and
Becker-De Groote- Marschak experimental auction mechanism. The data was collected from 210 mothers and
children aged 6-23 months. All mothers participated on modified home-use test was participated on experimental
auction. SPSS-20 was used for for descriptive statistics and ordinal logistic regression and Stata 12.1 was used
for random effect model to explore factors related to willingness to pay. Result: The result from modified homeuse test explored quality protein maize genfo was appreciated by all sensory attributes than conventional maize
genfo particularly high appreciation for the yellow quality protein maize genfo. The overall score of children
also realized that quality protein maize genfo was significantly appreciated than the conventional counterpart.
The experimental auction result revealed that sample respondents were willing to pay more for quality protein
maize grain and the main driving factor was its sensory quality. The result also shows information has boosted
bids of white and yellow quality protein maize grain. Recommendation: The study finally recommends
concerning bodies to use sensory superiority and market potential of quality protein maize for its adoption,
dissemination, processing in food industries, marketing and then consumption among farmers in rural areas as
quality protein maize is recognized as a tool to tackle protein malnutrition.
Keywords: Willingness to pay, modified home-use test, Becker-De Groote- Marschak mechanism, ordinal
logistic regression, random effect model.
