A national web survey was used to collected data from 253 households in the United States. Choice-based conjoint analysis was used to investigate which packaging and labeling attributes U.S. consumers consider important when choosing 100% fruit juices, and to estimate their willingness-to-pay. The attributes were packaging material, nutritional and health claims, presence of organic ingredients and whether the product was produced locally. Factor analysis, cluster analysis and a median split technique were used to identify market segments based on consumer preferences, behavior, and lifestyles. Differences between the segments were analyzed. A conditional logit model was used to estimate relative of importance and willingness-to-pay for the different attributes. Results from the study show that consumers place positive values on, and are willing to pay a premium of ($1.04) for the Polyethylene Terephthalate (PET) bottle, and ($0.29) more for the no sugar added claim. Consumers with high environmental interests were more likely to pay a premium for a fruit juice with organic ingredients and a nutritional index on the label. High information seekers are willing to pay ($0.13) more for the nutritional index, compared to ($0.05) that low information seeker will pay. Younger people are willing to pay more for local products and more than double ($1.41) of what older people will pay ($0.67) for a PET bottle.
| Identifer | oai:union.ndltd.org:LSU/oai:etd.lsu.edu:etd-07032010-194437 |
| Date | 07 July 2010 |
| Creators | Bonilla, Tatiana |
| Contributors | Kennedy, Philip L., Hinson, Roger A., Harrison, Robert W. |
| Publisher | LSU |
| Source Sets | Louisiana State University |
| Language | English |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lsu.edu/docs/available/etd-07032010-194437/ |
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