Author/Authors :
khan, jahangir university of agriculture, Peshawar, Pakistan , shah, syed attaullah university of agriculture, Peshawar, Pakistan , saddozai, khurram nawaz university of agriculture, Peshawar, Pakistan , fayaz, muhammad university of agriculture, Peshawar, Pakistan , ali, shahid university of agriculture, Peshawar, Pakistan , jan, abbas ullah university of agriculture, Peshawar, Pakistan , ali, ghaffar university of agriculture, Peshawar, Pakistan
Abstract :
This study investigates consumers’ preferences and estimate willingness to pay for different quality attributes of apple in Peshawar district of Khyber Pakhtunkhwa. A sample 150 apple consumers were interviewed at different fruits retail shops to collect data on apple varieties, prices and quality attributes, such as color, size, shape, freshness and external defect. The data were analyzed using hedonic pricing model. Results show that Consumers have strong preferences for apple freshness, size, color and juiciness and their willingness to pay for these attributes are significantly greater than zero. On the basis of these findings the study recommends that apple growers should focus on best quality apple varieties and should maintain post harvest quality of their product.
Keywords :
Hedonic model , Quality , Attributes , Willingness to pay , Apple , Pakistan
