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An Analysis of Introducing Unspawned Oysters in Japan Using a Contingent Valuation Method and Analytic Hierarchy Process

Author

Listed:
  • Wakamatsu, Hiroki
  • Miyata, Tsutom
  • Kamiyama, Ryutaro

Abstract

Demand for unshelled oysters has recently risen in Japan as oyster bars gain popularity among consumers. This study undertook consumer preference research to evaluate a new brand of unspawned oysters, “Amakoro,” compared with conventional oysters. We surveyed the willingness-to-pay (WTP) for both oyster types as well as consumers’ evaluation of the oysters’ appearance, fragrance, taste, and texture. Based on contingent valuation method and analytic hierarchy process, we analyzed how much each factor of consumers’ tastes explains WTP. The results show that Amakoro is preferred to the conventional oyster in terms of appearance, which is positively correlated to WTP, while the conventional oyster is inelastic to any kind of taste factors, but has a robust value. In addition, the results show that WTP largely depends on the characteristics of location and consumption pattern of oysters.

Suggested Citation

  • Wakamatsu, Hiroki & Miyata, Tsutom & Kamiyama, Ryutaro, 2016. "An Analysis of Introducing Unspawned Oysters in Japan Using a Contingent Valuation Method and Analytic Hierarchy Process," MPRA Paper 69680, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:69680
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    References listed on IDEAS

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    More about this item

    Keywords

    AHP; Consumer Preference; CVM; Japan; Oyster; WTP;
    All these keywords.

    JEL classification:

    • D4 - Microeconomics - - Market Structure, Pricing, and Design
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Q22 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Renewable Resources and Conservation - - - Fishery

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