Assessment on Economic Support and Value of Hygiene of Butcher shops among Beef Consumers in Tanzania.

The study was conducted to reveal consumer support to hygiene of butcher shop using a linear restriction approach to beef retailers’ sales income; and direct evaluation through choice based experiment. The average retailer’s sales income as an aggregate consumer expense on beef was realized to be affected by hygienic appearance for building, serving-storage equipment and attendants (p=005). Consumer choice preference to hygiene was positive (p<0.001) and they were willing to pay more for hygiene than the beef intrinsic attributes (p=0.05). It was concluded therefore that consumer expenses and choices for beef is motivated by hygiene. Retailers should be encouraged to improve the hygienic standard of butcher shops as a consumer requests besides abiding to rules and regulations. Key words: conjoint analysis, consumer, hygiene, income, linear restriction, retailin