ELICITING AND VALUING MARKET PREFERENCES WITH TRADITIONAL FOOD CROPS: THE CASE OF CHICKPEA IN INDIA

During the past decade the Indian chickpea industry underwent a dramatic structural shift following the implementation of market-oriented policies by the Government of India. This paper examines consumer attitudes to quality characteristics of chickpea in India. A linear hedonic price model is estimated using auction price and quality data of chickpea samples obtained from major markets in India. Empirical results indicate that specific physical quality characteristics and purity standards are important factors influencing the price of chickpea in India. Thus, there may be an incentive for domestic producers and sellers of chickpea – and exporting countries – to improve the quality of their product, if improvements in specific physical characteristics and purity can be obtained cost effectively. As trade prospects grow for regionally important food crops like chickpea and other pulses, it is essential that food managers, commodity exporters, and crop breeders have access to critical market information in order to assess the relative economic importance of preferred quality traits and plan their strategies accordingly.