Consumer Preference in Wheat

Consumer Preference in Wheat HIGH-YIELDING Mexican dwarf varieties of wheat, popularly known as Sonora and Lerma Rojo are being produced because of their higher net return as compared with local varieties. The new varieties, however, suffer from some initial handicaps like unattractive colour, small size of grain, lack of taste and prejudice against its foreign origin. As such this grain lacks consumers' preference. Consequently, they fetch a lower market price as compared with the local varieties. If the price differentials widen it is quite possible that the high-yielding varieties programme might suffer a setback.