Here are some references treating the similar question in Africa:
Demont, M. & Rizzotto, A.C. 2012. “Policy Sequencing and the Development of Rice Value Chains in Senegal.” Development Policy Review, 30(4):451–472.
Demont, M., Rutsaert, P., Ndour, M., Verbeke, W., Seck, P.A. & Tollens, E. 2013. “Experimental Auctions, Collective Induction and Choice Shift: Willingness-to-pay for Rice Quality in Senegal.” European Review of Agricultural Economics, 40(2):261–286.
Demont, M., Rutsaert, P., Ndour, M. & Verbeke, W. 2013. “Reversing Urban Bias in African Rice Markets: Evidence from Senegal.” World Development, 45:63–74.
Demont, M., Ndour, M. & Zossou, E. 2013. “Can Local African Rice Be Competitive? An analysis of quality-based competitiveness through experimental auctions.” Cahiers Agricultures, 22(5):345–352.
Demont, M. 2013. “Reversing Urban Bias in African Rice Markets: A Review of 19 National Rice Development Strategies.” Global Food Security, 2:172–181.