Consumer preference and willingness to pay for tomato juice

IF 1.5 4区经济学 Q3 AGRICULTURAL ECONOMICS & POLICY

International Food and Agribusiness Management Review Pub Date : 2018-09-13 DOI:10.22434/IFAMR2017.0117

Yaozhou Zhu, Meng Shen, C. Sims, M. Marshall, Lisa A. House, Paul J. Sarnoski

引用次数: 11

Abstract

Tomato juice has gained popularity in recent decades. However, little is known about tomato juice consumers in the United States. The goal of this research was to determine consumer attitudes towards current tomato juice offerings and willingness to pay for high flavor quality products. A sensory panel and a nation-wide survey were conducted to learn about consumer preference toward tomato juice consumption. A new “label”, including taste review ratings, was incorporated into a choice experiment to verify whether this information successfully assisted consumers in their purchase decisions. Both the sensory analysis and the consumer online survey showed a demand for tomato juice with better flavor. The results suggest that a premium quality tomato juice with fresh aroma notes and better taste made from a premium tomato will encourage consumer purchase intent. Consumers would be willing to pay up to 30% more if trusted taste review score information was provided.

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消费者对番茄汁的偏好和购买意愿

番茄汁近几十年来越来越受欢迎。然而，人们对美国的番茄汁消费者知之甚少。这项研究的目的是确定消费者对当前番茄汁产品的态度，以及为高风味高质量产品付费的意愿。为了了解消费者对番茄汁消费的偏好，进行了一个感官小组和全国范围的调查。一个新的“标签”，包括口味评价评级，被纳入一个选择实验，以验证这些信息是否成功地帮助消费者做出购买决定。感官分析和消费者在线调查都显示出对味道更好的番茄汁的需求。结果表明，由优质番茄制成的优质番茄汁具有新鲜的香气和更好的口感，会激发消费者的购买意愿。如果提供可信的味觉评价评分信息，消费者愿意多支付30%的费用。

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

International Food and Agribusiness Management Review AGRICULTURAL ECONOMICS & POLICY-

CiteScore

2.90

自引率

0.00%

发文量

审稿时长

>12 weeks

期刊介绍： The IFAMR is an internationally recognized catalyst for discussion and inquiry on issues related to the global food and agribusiness system. The journal provides an intellectual meeting place for industry executives, managers, scholars and practitioners interested in the effective management of agribusiness firms and organizations. IFAMR publishes high quality, peer reviewed, scholarly articles on topics related to the practice of management in the food and agribusiness industry. The Journal provides managers, researchers and teachers a forum where they can publish and acquire research results, new ideas, applications of new knowledge, and discussions of issues important to the worldwide food and agribusiness system. The Review is published electronically on this website. The core values of the Review are as follows: excellent academic contributions; fast, thorough, and detailed peer reviews; building human capital through the development of good writing skills in scholars and students; broad international representation among authors, editors, and reviewers; a showcase for IFAMA’s unique industry-scholar relationship, and a facilitator of international debate, networking, and research in agribusiness. The Review welcomes scholarly articles on business, public policy, law and education pertaining to the global food system. Articles may be applied or theoretical, but must relevant to managers or management scholars studies, industry interviews, and book reviews are also welcome.