Effects of Inattention and Repeat Purchases: A Choice-Based Conjoint Study of Consumer Preferences for Farmstead Milk Attributes

IF 3.6 Q2 BUSINESS

Journal of Food Products Marketing Pub Date : 2021-11-22 DOI:10.1080/10454446.2022.2034699

K. Jensen, D. Lambert, A. Rihn, E. Eckelkamp, Caitlin S. Zaring, Mark T. Morgan, David W. Hughes

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引用次数: 2

Abstract

ABSTRACT Survey elicitation of consumer preferences for product attributes where survey-taker inattention bias exists can lead to irrational product choices. Survey-taker inattention measures, such as screen reading time, can be confounded by repeat product purchasers taking the survey. This study estimates consumer willingness to pay (WTP) for farmstead milk attributes, including pasteurization type (VAT, HTST, Ultra), packaging (plastic, paper, glass), and homogenization/milkfat content (low-fat, whole, full-fat homogenized, and full-fat cream-line) while controlling for respondent inattention. These attributes entail key equipment purchase decisions to enter the milk processing business. The survey design accounts for effects of survey-taker inattention and prior product purchases. Attribute premiums and discounts were estimated using a random parameter logit model estimated in WTP-space. The Attentive/Repeat-purchase group of 817 respondents prefers VAT or HTST pasteurized, low-fat farmstead milk, packaged in plastic or glass containers. Inattention effects were confounded with product familiarity, with inattention effect being strongest among new customers.

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不注意与重复购买的影响:基于选择的农户牛奶属性消费者偏好联合研究

摘要调查揭示消费者对产品属性的偏好，其中调查者存在注意力不集中的偏见，这可能导致非理性的产品选择。调查对象注意力不集中的测量，比如屏幕阅读时间，可能会被重复的产品购买者混淆。本研究估计了消费者对农场牛奶属性的支付意愿(WTP)，包括巴氏灭菌类型(VAT、HTST、Ultra)、包装(塑料、纸张、玻璃)和均质/乳脂含量(低脂、全脂、全脂均质和全脂乳线)，同时控制了受访者的注意力。这些属性决定了进入牛奶加工业务的关键设备购买决策。调查设计考虑了调查者的注意力不集中和先前的产品购买的影响。使用wtp空间估计的随机参数logit模型估计属性溢价和折扣。关注/重复购买的817名受访者更喜欢用塑料或玻璃容器包装的增值税或HTST巴氏消毒低脂农场牛奶。注意力不集中效应与产品熟悉程度相混淆，在新顾客中注意力不集中效应最强。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Food Products Marketing BUSINESS-

CiteScore

5.70

自引率

6.90%

发文量

期刊介绍： From food promotion and advertising through new food product development and consumer behavior research, the Journal of Food Products Marketing provides timely, practical articles that keep food marketers on the cutting edge of their profession. The journal includes refereed research studies as well as opinions, guidelines, and speeches by practitioners that contribute to the better practice and understanding of food marketing. The journal provides a single forum for both food marketing academicians and food marketing practitioners.