Estimation of Farmersâ€™ Willingness-to-Pay for Quality Planting Material of Greater Yam (Dioscorea alata L.)
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Keywords:Choice-based conjoint, Greater yam, Quality planting material
Greater yam being a commercial tuber crop in Odisha state occupying a prominent placeÂ in food basket, the importance of meeting the planting material demand of the farmers, was realized by the ICAR-Central Tuber Crops Research Institute and initiated mass effortsÂ to multiply the high-yielding and disease-resistant varieties of yam to supply to farmers
as quality planting materials.. As the farmersâ€™ willingness to pay for the planting material depends on their assessment of the utility of each attribute of it, a research investigationÂ was carried out in Odisha to estimate the utility value of each yam planting materialÂ attribute from the farmersâ€™ perspective. The utility values for each planting material attribute
were estimated through a choice-based conjoint analysis. Results indicated that yield had the highest utility level (30 t/ha = 5.20 and 25 t/ha = 2.60), followed by planting materialÂ price (Rs. 30/kg = 1.147) and culinary quality (excellent quality = 0.794). The marginalÂ WTP for the yield 30 t/ha versus 25 t/ha was Rs 4.54/kg. It clearly shows that the farmersÂ were willing to pay an additional amount of Rs 4.54/kg for a quality yam planting material that gave a higher yield than their variety.
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