Background: Tomato is the most consumed vegetable in Africa as in most of the world. It isconsumed by millions of people across the continent’s diverse religious, ethnic and social groups. However, for proper producer and market supporting system development with district orientation, it is essential to focus research on consumer choices with respect to local tomato preferences. Aim: Within many local varieties of tomato grown in Benin Republic, the most preferred variety, consumers’ willingness to pay for it and itscharacteristicswere searched in details within this study respecting the factors that influence consumers’ willingness to pay. Material and Methodology: Based on Hedonic-pricing model, primary data was collected from 223 consumersin Cotonou district of Benin Republic to identify the key factors that are most likely to affect consumers’ accepted premium price for the most preferred tomato variety. Results: 51% of consumers preferred mostly ‘Akikon’ (L.esculentum var. Pyriforme). The average accepted premium was $0.28 and the price rises to $0.0.64 with addition of 200 FCFA ($0.36), the standard market price of 400 grams of conventional tomato. Shape, colour, freshness, size, variety preference and income appeared as the factors affecting Akikonchoice. Conclusion: Both producers and marketers should pay attention on the desired product characteristics. Supply chain should be shortened for increasing fresh supplies.
