Asian Journal of Agricultural Extension, Economics & Sociology

The study examined the effects of beef cattle attributes on its price in Maiduguri, Borno State, Nigeria. Primary data collected from a sample of 100 cattle buyers, chosen through convenience sampling, were utilized for the study. . Frequencies, percentages and hedonic pricing model were used to analyze the data. The most preferred cattle attributes were good body  conformation (91%), young adult age (87%), bull (82%), big body size (72%), large faced cattle (68%) and brown skin colour (59%).Cattle buyers would willingly pay over ₦30,000 for attributes such as big body size (₦63,270),medium body size (₦42,180), brown skin colour (₦33,393), and would discount over ₦30,000 for attributes such as Mbororo breed (₦40,423) and calf age (₦40,423). The study concludes that cattle buyers would willingly pay the highest premium price for big body size and discount the largest amount for Mbororo breed. It was recommended for producers and breeders to promote attributes that consumers show preference for and that influence willingness to pay which would improve cattle demand and increase sales.