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

IF 3.6 Q2 BUSINESS
T. Blare, J. Donovan, M. García-Medina
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引用次数: 6

摘要

摘要:本研究调查了墨西哥城近郊消费者对三种类型玉米饼的购买习惯和需求:1)机器制作的白色,2)手工制作的白色,和3)手工制作的蓝色。作为感官分析的一部分,参与者在所有类别(总分、味道、气味、口感、口感、大小、厚度和颜色)中对蓝色玉米饼的评价都明显更高。为了探讨需求如何根据预期用途而变化,我们进行了三种场景的选择实验:家庭日常使用、家庭特殊活动和家庭外消费。当消费者外出就餐时,他们愿意为蓝色玉米薄饼多支付42%的WTP,但每天在家消费时,他们的WTP就少了。参与者报告说,获得蓝色玉米薄饼的机会有限,对产品供应的了解也不足。研究结果表明,扩大蓝玉米市场存在相当大的需求方机会;然而,供应方面的限制可能是一个主要障碍。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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.
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来源期刊
CiteScore
5.70
自引率
6.90%
发文量
17
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.
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