Global ETD Search

1	Consumer willingness to pay for traditional food products Balogh, Péter, Bekesi, Daniel, Gorton, Matthew, Popp, József, Lengyel, Péter 03 1900 (has links) (PDF) Reflecting the growing interest from both consumers and policymakers, and building on recent developments in Willingness to Pay (WTP) methodologies, we evaluate consumer preferences for an archetypal traditional food product. Specifically we draw on stated preference data from a discrete choice experiment, considering the traditional Hungarian mangalitza salami. A WTP space specification of the generalized multinomial logit model is employed, which accounts for not only heterogeneity in preferences but also differences in the scale of the idiosyncratic error term. Results indicate that traditional food products can command a substantial premium, albeit contingent on effective quality certification, authentic product composition and effective choice of retail outlet. Promising consumer segments and policy implications are identified. (authors' abstract)
2	Investigating the Single Category Belief Problem in a Hybrid Product Aziz, Salma 18 August 2011 (has links) Existing research suggests that when consumers encounter hybrid products or boundary-spanning products with attributes belonging to multiple categories, consumers tend to generate inferences based on only a single product category. Reliance on a single category for inferencing is termed as the “single category belief problem” which has been regarded as a vital marketing challenge because it leads consumers to underestimate the true utility of a hybrid product as certain product attributes are ignored. Our objective was to explore whether single category beliefs manifest in consumer choice for a hybrid product when strategically placed within varying contexts. The research used discrete choice experiment (DCE) to test hypotheses. Our research confirms that the single category belief is evident in consumer choice. We also found that the context the hybrid product is placed within has a major influence on what consumers preferred the most. Depending on the context a hybrid product was seen in had significant influence on how consumers evaluated product attributes and made purchase decisions. The findings for this research may be very beneficial for marketers. Hybrid Product Single Category Belief Problem Categorization Multiple Category Belief Explicit Cues Labeling Product Positioning Context Effect Context Categories Product Category Product Placement New Products New Technology Smartphone Cellphone GPS Global Positioning System Camera Discrete Choice Experiment DCE G-MNL Model Generalized Multinomial Logit Model MNL Quantitative Research Marketing Consumer Studies Consumer Inferences Consumer Choice Choice High-tech Products Blackberry

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Consumer willingness to pay for traditional food products

Investigating the Single Category Belief Problem in a Hybrid Product