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Relative Importance Rankings for Pork Attributes by Asian-Origin Consumers in California: Applying an Ordered Probit Model to a Choice-Based Sample

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  • Chen, Kevin
  • Ali, Murad
  • Veeman, Michele
  • Unterschultz, Jim
  • Le, Theresa

Abstract

This paper reports on a study examining the ranking of selected attributes of fresh pork by Asian-origin consumers in San Francisco, California. Freshness is ranked as the most important attribute, followed by the attributes of the color of meat, lowness in fat, and the whiteness of fat. The attributes of price, freedom from chemicals, and being USDA labelled were also ranked to be of importance. Empirical results from an ordered probit model, postulated to explain respondents' importance rankings of attributes, suggested that particular demographic and socio-economic characteristics of Asian-origin consumers influenced the importance rankings of selected pork attributes. The findings suggest that Asian-origin consumers should not be treated as a single homogenous niche group in marketing, since there are identifiable sub-groups of these consumers with specific attitudes and preferences.

Suggested Citation

  • Chen, Kevin & Ali, Murad & Veeman, Michele & Unterschultz, Jim & Le, Theresa, 2002. "Relative Importance Rankings for Pork Attributes by Asian-Origin Consumers in California: Applying an Ordered Probit Model to a Choice-Based Sample," Journal of Agricultural and Applied Economics, Cambridge University Press, vol. 34(1), pages 67-79, April.
    • Handle: RePEc:cup:jagaec:v:34:y:2002:i:01:p:67-79_00
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    1. Hui, Jianguo & McLean-Meyinsse, Patricia E. & Jones, Dewitt, 1995. "An Empirical Investigation of Importance Ratings of Meat Attributes by Louisiana and Texas Consumers," Journal of Agricultural and Applied Economics, Cambridge University Press, vol. 27(2), pages 636-643, December.
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    2. Grebitus, Carola & Colson, Gregory & Menapace, Luisa, 2012. "A Comparison of Hypothetical Survey Rankings with Consumer Shopping Behavior," Journal of Agricultural and Applied Economics, Cambridge University Press, vol. 44(1), pages 35-47, February.
    3. Rodríguez, Elsa Mirta M. & Lacaze, María Victoria & Lupín, Beatriz, 2007. "Willingness to pay for organic food in Argentina: evidence from a consumer survey," Nülan. Deposited Documents 1300, Universidad Nacional de Mar del Plata, Facultad de Ciencias Económicas y Sociales, Centro de Documentación.
    4. Grebitus, Carola & Colson, Gregory & Menapace, Luisa, . "A comparison of hypothetical survey rankings with consumer shopping behavior and product knowledge," Journal of Agricultural and Applied Economics, Southern Agricultural Economics Association, vol. 44(1), pages 1-13.
    5. Qianfeng Luo & Pengfei Liu & Zhi Li, 2023. "The influence of African swine fever information on consumers’ preference of pork attributes and pork purchase," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 71(1), pages 49-68, March.
    6. Peng, Xuehua & Marchant, Mary A. & Qin, Xiang Dong & Zhuang, Jun, 2005. "Chinese Consumers' Preferences for Livestock Products," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 8(4), pages 1-15.
    7. Kim, Renee B. & Boyd, Milton S., 2004. "Identification of Niche Market for Hanwoo Beef: Understanding Korean Consumer Preference for Beef using Market Segment Analysis," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 7(3), pages 1-19.
    8. Rodriguez, Elsa M. & Lupin, Beatriz & Lacaze, Maria Victoria, 2006. "Consumers' Perceptions about Food Quality Attributes and Their Incidence in Argentinean Organic Choices," 2006 Annual Meeting, August 12-18, 2006, Queensland, Australia 25791, International Association of Agricultural Economists.
    9. Koelewijn, Wout T. & Ehrenhard, Michel L. & Groen, Aard J. & van Harten, Wim H., 2014. "Exploring personal interests of physicians in hospitals and specialty clinics," Social Science & Medicine, Elsevier, vol. 100(C), pages 93-98.
    10. Nelson, Mack C. & Whitehead, Jackie & Mobini, Seyedmedhi & Brown, Nathaniel B., Jr. & Thomas, Marc, 2004. "Segmenting Niche Goat-Meat Markets," Journal of Food Distribution Research, Food Distribution Research Society, vol. 35(1), pages 1-8, March.
    11. Evelyne Gbénou-Sissinto & Ygué P. Adegbola & Gauthier Biaou & Roch C. Zossou, 2018. "Farmers’ Willingness to Pay for New Storage Technologies for Maize in Northern and Central Benin," Sustainability, MDPI, vol. 10(8), pages 1-21, August.

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