{"title":"合适时机的玉米卷:消费者购买蓝玉米卷的意愿随使用情况的变化","authors":"T. Blare, J. Donovan, M. García-Medina","doi":"10.1080/10454446.2020.1832637","DOIUrl":null,"url":null,"abstract":"ABSTRACT This study examined consumers’ purchasing habits and demand in peri-urban Mexico City for three types of tortillas: i) machine-made white, ii) handmade white, and iii) handmade blue. As part of a sensory analysis, the participants rated the blue maize tortillas significantly higher across all categories (overall score, flavour, smell, texture in mouth, texture in hand, size, thickness, and colour). To explore how demand varies according to the intended use, we conducted a choice experiment using three scenarios: in-home daily use, in-home special event, and out-of-home consumption. Consumers were willing to pay (WTP) 42% more for the blue maize tortillas when eating out, but were WTP less for daily in-home consumption. Participants reported limited access to blue maize tortillas and insufficient knowledge about product availability. Findings suggest a considerable demand-side opportunity for expansion of the blue maize market; however, limitations on the supply side are likely to be a major barrier.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":null,"pages":null},"PeriodicalIF":3.6000,"publicationDate":"2020-10-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10454446.2020.1832637","citationCount":"6","resultStr":"{\"title\":\"The Right Tortilla for the Right Occasion: Variation in Consumers’ Willingness to Pay for Blue Maize Tortillas Based on Utilization\",\"authors\":\"T. Blare, J. Donovan, M. García-Medina\",\"doi\":\"10.1080/10454446.2020.1832637\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"ABSTRACT This study examined consumers’ purchasing habits and demand in peri-urban Mexico City for three types of tortillas: i) machine-made white, ii) handmade white, and iii) handmade blue. As part of a sensory analysis, the participants rated the blue maize tortillas significantly higher across all categories (overall score, flavour, smell, texture in mouth, texture in hand, size, thickness, and colour). To explore how demand varies according to the intended use, we conducted a choice experiment using three scenarios: in-home daily use, in-home special event, and out-of-home consumption. Consumers were willing to pay (WTP) 42% more for the blue maize tortillas when eating out, but were WTP less for daily in-home consumption. Participants reported limited access to blue maize tortillas and insufficient knowledge about product availability. Findings suggest a considerable demand-side opportunity for expansion of the blue maize market; however, limitations on the supply side are likely to be a major barrier.\",\"PeriodicalId\":15827,\"journal\":{\"name\":\"Journal of Food Products Marketing\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":3.6000,\"publicationDate\":\"2020-10-12\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"https://sci-hub-pdf.com/10.1080/10454446.2020.1832637\",\"citationCount\":\"6\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Food Products Marketing\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1080/10454446.2020.1832637\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Food Products Marketing","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/10454446.2020.1832637","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
The Right Tortilla for the Right Occasion: Variation in Consumers’ Willingness to Pay for Blue Maize Tortillas Based on Utilization
ABSTRACT This study examined consumers’ purchasing habits and demand in peri-urban Mexico City for three types of tortillas: i) machine-made white, ii) handmade white, and iii) handmade blue. As part of a sensory analysis, the participants rated the blue maize tortillas significantly higher across all categories (overall score, flavour, smell, texture in mouth, texture in hand, size, thickness, and colour). To explore how demand varies according to the intended use, we conducted a choice experiment using three scenarios: in-home daily use, in-home special event, and out-of-home consumption. Consumers were willing to pay (WTP) 42% more for the blue maize tortillas when eating out, but were WTP less for daily in-home consumption. Participants reported limited access to blue maize tortillas and insufficient knowledge about product availability. Findings suggest a considerable demand-side opportunity for expansion of the blue maize market; however, limitations on the supply side are likely to be a major barrier.
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.