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Willingness to Pay for Private Labels, National Brands, and Local Designations at the Retail Level

Author

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  • Bosworth, Ryan C.
  • Bailey, DeeVon
  • Curtis, Kynda R.

Abstract

A shopper survey was conducted to determine willingness to pay for ice cream with different labels. A statistical analysis was conducted using stated choices by respondents. The randomized choices were 1) a local brand with or without an indication it had a Utah’s Own designation, 2) a local brand with and without a locally-produced designation, 3) a private label product , and 4) a national brand product. The results suggested that brands affect willingness to pay for ice cream. However, shoppers were willing to pay a significant positive amount more for ice cream with the local designations.

Suggested Citation

  • Bosworth, Ryan C. & Bailey, DeeVon & Curtis, Kynda R., 2013. "Willingness to Pay for Private Labels, National Brands, and Local Designations at the Retail Level," 2013 Conference (57th), February 5-8, 2013, Sydney, Australia 152144, Australian Agricultural and Resource Economics Society.
    • Handle: RePEc:ags:aare13:152144
    DOI: 10.22004/ag.econ.152144
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    Cited by:

    1. Barnes, Ryan N. & Bosworth, Ryan C. & Bailey, DeeVon & Curtis, Kynda R., 2014. "Connecting Sensory Quality Characteristics and Local Designations to Willingness to Pay for Cheese at the Retail Level," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 17(3), pages 1-24, September.

    More about this item

    Keywords

    Consumer/Household Economics; Food Consumption/Nutrition/Food Safety; Public Economics;
    All these keywords.

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