IDEAS home Printed from https://ideas.repec.org/a/ags/jlofdr/27553.html
   My bibliography  Save this article

State and Origin Branding in Hispanic Food Markets

Author

Listed:
  • Patterson, Paul M.
  • Martinez, Samuel Cardona

Abstract

Evaluations on the effectiveness of state and origin branding programs remain relatively scant and generally have not focused on specific target populations, including Hispanic consumers, the fastest-growing group. This study evaluates the effectiveness of the Arizona Grown brand and the nascent Mexico Selected Quality brand in differentiating and promoting food products in Hispanic markets. It was found that Hispanic consumers tend to view these food-product brands as nearly identical in perceived quality. Furthermore, they are willing to pay nearly equal premiums for products branded as such. These consumers saw no value in country-of-origin information alone.

Suggested Citation

  • Patterson, Paul M. & Martinez, Samuel Cardona, 2004. "State and Origin Branding in Hispanic Food Markets," Journal of Food Distribution Research, Food Distribution Research Society, vol. 35(3), pages 1-12, November.
    • Handle: RePEc:ags:jlofdr:27553
    DOI: 10.22004/ag.econ.27553
    as

    Download full text from publisher

    File URL: https://ageconsearch.umn.edu/record/27553/files/35030007.pdf
    Download Restriction: no
    File URL: https://libkey.io/10.22004/ag.econ.27553?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Jekanowski, Mark D. & Williams, Daniel R. & Schiek, William A., 2000. "Consumers’ Willingness to Purchase Locally Produced Agricultural Products: An Analysis of an Indiana Survey," Agricultural and Resource Economics Review, Cambridge University Press, vol. 29(1), pages 43-53, April.
    2. Paul M. Patterson & Hans Olofsson & Timothy J. Richards & Sharon Sass, 1999. "An empirical analysis of state agricultural product promotions: A case study on Arizona Grown," Agribusiness, John Wiley & Sons, Ltd., vol. 15(2), pages 179-196.
    3. Hobbs, Jill E., 2003. "Traceability And Country Of Origin Labelling," Proceedings of the 9th Agricultural and Food Policy Systems Information Workshop, 2003: Farm Policy Development and Policy Tensions under NAFTA 16813, Farm Foundation, Agricultural and Food Policy Systems Information Workshops.
    4. Loureiro, Maria L. & Umberger, Wendy J., 2003. "Estimating Consumer Willingness to Pay for Country-of-Origin Labeling," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 28(2), pages 1-15, August.
    5. Myrick Freeman, A. III, 1991. "Factorial survey methods and willingness to pay for housing characteristics: A comment," Journal of Environmental Economics and Management, Elsevier, vol. 20(1), pages 92-96, January.
    6. Roe, Brian & Boyle, Kevin J. & Teisl, Mario F., 1996. "Using Conjoint Analysis to Derive Estimates of Compensating Variation," Journal of Environmental Economics and Management, Elsevier, vol. 31(2), pages 145-159, September.
    7. Bruce A. Babcock & Roxanne Clemens, 2004. "Geographical Indications and Property Rights: Protecting Value-Added Agricultural Products," Midwest Agribusiness Trade Research and Information Center (MATRIC) Publications (archive only) 04-mbp7, Center for Agricultural and Rural Development (CARD) at Iowa State University.
    8. W. Michael Hanemann, 1984. "Welfare Evaluations in Contingent Valuation Experiments with Discrete Responses," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 66(3), pages 332-341.
    9. Fernando San Miguel & Mandy Ryan & Emma McIntosh, 2000. "Applying conjoint analysis in economic evaluations: an application to menorrhagia," Applied Economics, Taylor & Francis Journals, vol. 32(7), pages 823-833.
    10. George A. Akerlof, 1970. "The Market for "Lemons": Quality Uncertainty and the Market Mechanism," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 84(3), pages 488-500.
    11. Paul M. Patterson & Timothy J. Burkink & Rozlyn S. Lipsey & Jason Lipsey & Richard W. Roth & Mary Kay Martin, 2003. "Targeting tourists with state branding programs," Agribusiness, John Wiley & Sons, Ltd., vol. 19(4), pages 525-538.
    12. Green, Paul E, 1974. "On the Design of Choice Experiments Involving Multifactor Alternatives," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 1(2), pages 61-68, Se.
    13. Jekanowski, Mark D. & Williams, Daniel R., II & Schiek, William A., 2000. "Consumers' Willingness To Purchase Locally Produced Agricultural Products: An Analysis Of An Indiana Survey," Agricultural and Resource Economics Review, Northeastern Agricultural and Resource Economics Association, vol. 29(1), pages 1-11, April.
    14. Mandy Ryan & Jenny Hughes, 1997. "Using Conjoint Analysis to Assess Women's Preferences for Miscarriage Management," Health Economics, John Wiley & Sons, Ltd., vol. 6(3), pages 261-273, May.
    15. Andrew A. Goett & Kathleen Hudson & Kenneth E. Train, 2000. "Customers' Choice Among Retail Energy Suppliers: The Willingness-to-Pay for Service Attributes," The Energy Journal, International Association for Energy Economics, vol. 0(Number 4), pages 1-28.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Ehmke, Mariah D., 2006. "International Differences in Consumer Preferences for Food Country-of-Origin: A Meta-Analysis," 2006 Annual meeting, July 23-26, Long Beach, CA 21193, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Martinez, Samuel Cardona & Patterson, Paul M., 2004. "Evaluating The Potential For Local Food Products In Hispanic Markets," 2004 Annual meeting, August 1-4, Denver, CO 20372, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    2. Ying, Jiahui & Shonkwiler, Vanessa P. & Campbell, Benjamin L., 2018. "Willingness to Pay or Not to Pay: Valuing Foods Some Respondents Find Distasteful," 2018 Annual Meeting, August 5-7, Washington, D.C. 274065, Agricultural and Applied Economics Association.
    3. Paul M. Patterson & Timothy J. Burkink & Rozlyn S. Lipsey & Jason Lipsey & Richard W. Roth & Mary Kay Martin, 2003. "Targeting tourists with state branding programs," Agribusiness, John Wiley & Sons, Ltd., vol. 19(4), pages 525-538.
    4. Schulz, Lee L. & Schroeder, Ted C. & White, Katharine L., 2012. "Value of Beef Steak Branding: Hedonic Analysis of Retail Scanner Data," Agricultural and Resource Economics Review, Northeastern Agricultural and Resource Economics Association, vol. 41(2), pages 1-14, August.
    5. Govindasamy, Ramu & Puduri, Venkata & Kelley, Kathleen & Simon, James E., 2012. "Increased Purchases of Locally Grown Ethnic Greens and Herbs due to Concerns about Food Miles," Journal of Food Distribution Research, Food Distribution Research Society, vol. 43(3), November.
    6. Carlos E. Carpio & Olga Isengildina-Massa, 2009. "Consumer willingness to pay for locally grown products: the case of South Carolina," Agribusiness, John Wiley & Sons, Ltd., vol. 25(3), pages 412-426.
    7. Loureiro, Maria L. & Hine, Susan, 2002. "Discovering Niche Markets: A Comparison of Consumer Willingness to Pay for Local (Colorado Grown), Organic, and GMO-Free Products," Journal of Agricultural and Applied Economics, Cambridge University Press, vol. 34(3), pages 477-487, December.
    8. Joseph, Siny & Lavoie, Nathalie, 2008. "Effectiveness of COOL in the U.S. Seafood Industry," 2008 Annual Meeting, July 27-29, 2008, Orlando, Florida 6260, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    9. Milena Pavlova & Wim Groot & Godefridus Merode, 2005. "An Application of Rating Conjoint Analysis to Study the Importance of Quality-, Access- and Price-attributes to Health Care Consumers," Economic Change and Restructuring, Springer, vol. 37(3), pages 267-286, September.
    10. Wendy J. Umberger & Peter C. Boxall & R. Curt Lacy, 2009. "Role of credence and health information in determining US consumers' willingness-to-pay for grass-finished beef," Australian Journal of Agricultural and Resource Economics, Australian Agricultural and Resource Economics Society, vol. 53(4), pages 603-623, October.
    11. Yoonah Kim Conoly & Yee Ming Lee, 2023. "Intrinsic and Extrinsic Cue Words of Locally Grown Food Menu Items and Consumers’ Choice at Hyper-Local Restaurants: An Eye-Tracking Study," Sustainability, MDPI, vol. 15(17), pages 1-22, August.
    12. Drini Imami & Engjell Skreli & Edvin Zhllima & Alban Cela & Olta Sokoli, 2015. "Consumer preferences for typical local products in Albania," Economia agro-alimentare, FrancoAngeli Editore, vol. 17(3), pages 11-29.
    13. Vandermersch, Mieke & Mathijs, Erik, 2004. "Consumer Willingness To Pay For Domestic Milk," Working Papers 31829, Katholieke Universiteit Leuven, Centre for Agricultural and Food Economics.
    14. Wendy J. Umberger & Dawn D. Thilmany McFadden & Amanda R. Smith, 2009. "Does altruism play a role in determining U.S. consumer preferences and willingness to pay for natural and regionally produced beef?," Agribusiness, John Wiley & Sons, Ltd., vol. 25(2), pages 268-285.
    15. Bandara, Ranjith & Tisdell, Clement A., 2003. "Willingness to pay for different degrees of Abundance of Elephants," Economics, Ecology and Environment Working Papers 48966, University of Queensland, School of Economics.
    16. Chenyi He & Ruifeng Liu & Zhifeng Gao & Xin Zhao & Charles A. Sims & Rodolfo M. Nayga, 2021. "Does local label bias consumer taste buds and preference? Evidence of a strawberry sensory experiment," Agribusiness, John Wiley & Sons, Ltd., vol. 37(3), pages 550-568, July.
    17. Alvarez-Farizo, Begona & Hanley, Nick, 2002. "Using conjoint analysis to quantify public preferences over the environmental impacts of wind farms. An example from Spain," Energy Policy, Elsevier, vol. 30(2), pages 107-116, January.
    18. Grebitus, Carola & Peschel, Anne & Hughner, Renee Shaw, "undated". "Drivers of Demand for Specialty Crops: The Example of Arizona-Grown Medjool Dates," 2016 Annual Meeting, July 31-August 2, Boston, Massachusetts 235545, Agricultural and Applied Economics Association.
    19. Tongzhe Li & Kent D. Messer & Alisher Mamadzhanov & Jill J. McCluskey, 2020. "Preferences for local food: Tourists versus local residents," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 68(4), pages 429-444, December.
    20. Henseleit, Meike & Kubitzki, Sabine & Teuber, Ramona, 2007. "Determinants of Consumer Preferences for Regional Food," 105th Seminar, March 8-10, 2007, Bologna, Italy 7871, European Association of Agricultural Economists.

    More about this item

    Keywords

    Agribusiness;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ags:jlofdr:27553. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: AgEcon Search (email available below). General contact details of provider: https://edirc.repec.org/data/fdrssea.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.