A Hedonic Price Analysis of Consumer’s Preferences and Willingness to Pay for Quality Attributes of Apple

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.