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.
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.