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This study characterises farmer's preferences for breeding rams and tackles their willingness to contribute to the Koundoum sheep conservation programme through their quantified appreciation of the main phenotypic features of the sheep breed in the region. The Koundoum is the main wool sheep of Niger and shows a remarkable adaptation to the environment of the Niger River valley. In Tillabéri region, i.e. the Koundoum sheep's area of origin, the proportional piling tool is first used in 11 focus group discussions of breeders to determine the main selection criteria of breeding rams. The multi-attribute analysis method is then applied with 168 sheep owners. The econometric estimation of the utility function of breeders is conducted with a conditional logit model and the marginal willingness to pay is calculated. The results reveal a strong rejection by the breeders of characteristics like wool and black-coloured coat and thus shows the poor acceptability of an in situ conservation programme. Few breeders with a particular concern for the breed's conservation for cultural motives may nevertheless join such a conservation programme that should mainly be based on ex situ strategies., Competing Interests: The authors declare that they have no conflict of interest., (Copyright: © 2019 Issa Hamadou et al.)