Preferences and Willingness to Pay for Yogurt Product Attributes Among Urban Consumers in Kenya

This paper assesses the preferences of yogurt attributes among urban consumers in Nairobi, Kenya. Data were collected through a survey of 190 urban consumers and analyzed using descriptive statistics and willingness to accept (WTA) regression models. The results show that preference for flavored yogurt was much stronger with fewer consumers (39%) willing to forgo the attribute compared to micronutrient fortification (45%), probiotic (46%), and...