A DISSERTATION SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF MASTER OF SCIENCE IN AGRICULTURAL ECONOMICS OF THE SOKOINE UNIVERSITY OF AGRICULTURE. MOROGORO, TANZANIA. 2017Beans are a major grain legume widely consumed in Tanzania. They serve as a major source of protein especially to low income households. Consumption of beans in the country is low despite their nutritional benefits reasons for which are not established. The limited information on factors influencing beans consumption and preference affects the ability of chain actors to respond to demand requirements of consumers. This study was conducted to identify factors shaping consumers’ preferences for, ultimate choices and consumption of beans. Specifically, the study objectives were to; determine factors influencing the decision to consume beans at household level, examine households’ consumption frequency of different beans and bean products, and assess factors influencing consumers’ choices of beans. Data collected under Legume Innovation Lab Project SO2.2 from a random sample of 754 households were analysed to address the study objectives. Binary probit, descriptive statistics and Cragg’s double hurdle models were used in the analysis. Results reveal that the decision to consume beans at household level was significantly influenced by income status of the household, age and education of the main decision maker. Dry red beans were the most frequently consumed followed by dry brown and dry mottled beans. Processed bean products were the least frequently consumed. Choices and willingness to pay for beans were significantly influenced by gravy quality, cooking time, income status of the household, age, education and sex of the main decision maker. Future efforts to promote beans consumption should take into consideration the consumption requirements and preferences of different consumer categories.