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Presented by Nadhem Mtimet, Derek Baker, James Audho, Edwin Oyieng and Julie Ojango at the International Agribusiness Marketing Conference (IAMC), Kuala Lumpur, Malaysia, 22-23 October 2013
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Nadhem Mtimet, Derek Baker, James Audho, Edwin Oyieng, Julie Ojango
International Agribusiness Marketing Conference
Kuala Lumpur, Malaysia, 22-23 October 2013
Assessing sheep traders’ preferences in Kenya:
A best-worst experiment from Kajiado County
Outline
• Introduction
• Study area
• Data collection
• Methodology
• Results
• Conclusion
Introduction
• Small ruminants’ production and meat consumption widely studied
• Traders have been “neglected” by researcher
• Traders are the first source of market information for producers
• Understanding traders’ preferences is an important step in the
design and implementation of market-responsive interventions
Study area
• Kenya – Kajiado County
• This study follows a baseline survey of pastoralist Maasai livestock producers
• Local and regional prominence of pastoralist sheep production
• 3 livestock markets: Kiserain, Bessil, and Mile 46
Study area
Data collection
• Face to face interviews with livestock traders
• 3 days (25-27April 2013): each day corresponded to a market day
• Traders’ previously contacted by the chairman of local trader group in the case of Kiserian market
• For Bissil and Mile 46 markets traders’ have been contacted during the market day
• 36 traders from each livestock market (108 total)
Data collection
• Questionnaire includes different sections
• Choice experiment – “Best-Worst” experiment - method
• 4 attributes:
• age
• sex
• breed
• price
Data collection
Selected sheep attributes and their corresponding levels
Attributes LevelsSex Male
Female
Age 6 months
1 year
2 years
3 years
Breed Red Maasai
Dorper
Bleak Head Persian
Red Maasai x Dorper
Red Maasai x Bleak Head Persian
Dorper x Bleak Head Persian
Price 3,500 KSH
5,500 KSH
7,500 KSH
9,500 KSH
Data collection
Example of choice experiment card
Please indicate the most important attribute and the least important attribute when you are buying a sheep (Tick only one case as most important and one case as least
important)
Most important Sheep 1 Least important
Male X
1 year
X Dor x BHP
3,500 KSH
Would you buy this sheep? Yes No
Methodology
• Descriptive statistics analysis
• Best-worst method
• 1st step: assess attributes standardized scores
: number of times the attribute was chosen as most important
: number of times the attribute was chosen as least important
: number of respondents
: number of times the attribute was presented to the respondent
Standardized Most-Least Score=No. Most-No. Leastm.n
Results
Characteristics Definition Total Kiserian Bissil Mile 46
Gender Male 86% 94% 72% 92%
Female 14% 6% 28% 8%
Educational level Illiterate 33% 36% 44% 19%
Literate 24% 33% 17% 22%
Primary 31% 19% 36% 39%
Secondary 6% 8% 0% 8%
College 4% 3% 0% 8%
University 2% 0% 3% 3%
Age Mean* 37.2 37.6 39.5 34.5
(in year) (8.5) (10.1) (7.2) (7.0)
Experience Mean* 14.6 14.5 15.5 13.9
(in year) (8.5) (9.5) (7.4) (8.5)*Standard deviation between brackets
Sampled traders’ characteristics
Proportion of traders ranking the importance of animal species in their activities
1st 2nd 3rd 1st 2nd 3rd 1st 2nd 3rdKiserian Bissil Mile 46
0%
20%
40%
60%
80%
100%
Poultry
Cattle
Goat
sheep
Results
Results
FunctionLivestock market
Kiserian Bissil Mile 46
Trader 83% 92% 94%
Broker 44% 31% 11%
Middleman 11% 11% 11%
Processor 8% 11% 0%
Retailer 17% 0% 3%
Proportion of traders involved in value chain activities
Results
Proportion of traders ranking suppliers of livestock
1st 2nd 3rd 1st 2nd 3rd 1st 2nd 3rdKiserian Bissil Mile 46
0%
20%
40%
60%
80%
100%
Others
Brokers
Collectros/Traders
Producers/Farmers
Results
Proportion of traders ranking importance of sales outlets
1st 2nd 3rd 4th 1st 2nd 3rd 4th 1st 2nd 3rd 4thKiserian Bissil Mile 46
0%
20%
40%
60%
80%
100%
Producers
Traders
Retailers/Butcheries
Processors/Abattoirs
Results – Sheep attributes
Standardized attributes’ scores
Market Attributes No. Best No. Worst Score
Kiserian
Sex 40 155 -0.2662Age 54 142 -0.2037Breed 168 61 0.2477Price 170 74 0.2222
Bissil
Sex 56 198 -0.3287Age 83 92 -0.0208Breed 195 52 0.3310Price 98 90 0.0185
Mile 46
Sex 42 182 -0.3241Age 57 146 -0.2060Breed 198 53 0.3356Price 135 51 0.1944
Results – Sheep attributes
“L-W” average scores of sheep attributes influencing traders’ choices
Sex Age Breed Price
-0.4
-0.3
-0.2
-0.1
0
0.1
0.2
0.3
0.4
Kiserian
Bissil
Mile 46
Results – Sheep attributes
“L-W” average scores of sheep attributes’ levels influencing traders’ choices
Male
Female
6 Months
1 Year
2 Years
3 Years D RM BHP
RM x D
D x BHP
RM x BHP
3500 KSH
5500 KSH
7500 KSH
9500 KSH
-0.4
-0.2
0
0.2
0.4
0.6
Kiserian
Bissil
Mile 46
Results – Sheep attributes
Importance of sheep attributes’ levels
AttributesRelative importance
Kiserian Bissil Mile 46
Sex Male 9.5% 7.8% 4.8%Female 14.3% 13.8% 8.6%
Age 6 Months 19.6% 44.2% 11.1%1 Year 13.8% 13.5% 8.5%2 Years 11.7% 18.1% 8.1%3 Years 14.9% 14.1% 8.7%
Breed D 100.0% 100.0% 100.0%RM 29.7% 49.5% 37.6%BHP 31.3% 24.8% 15.9%
RM x D 59.4% 92.9% 62.6%D x BHP 46.2% 38.6% 26.8%
RM x BHP 31.8% 29.5% 22.9%Price 3500 KSH 48.0% 26.9% 23.7%
5500 KSH 34.9% 20.8% 22.7% 7500 KSH 33.1% 19.1% 27.3% 9500 KSH 34.6% 23.5% 22.4%
Conclusion
• Difference between livestock traders (although belonging to the same region)
• Livestock traders play an important role within the value chain (market information, price transmission, value addition, etc.)
• Traders are also involved in different socioeconomic activities
• For sheep traders: animal breed and price are the most important attributes
• Animal sex and animal age are less important
Conclusion
• Traders’ preferences for Dorper or cross-breeds including Dorper
• Policy implications in terms of research development and promotion on pure Dorper and cross Dorper x Red Maasai breeds
• Next: confirm these results by the use of more in-depth analysis and choice models
Contact: Nadhem Mtimet [email protected]
International Livestock Research Institute www.ilri.org
Thanks
