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Connecting Sensory Quality Characteristics and Local Designations to Willingness to Pay for Cheese at the Retail Level

Author

Listed:
  • Barnes, Ryan N.
  • Bosworth, Ryan C.
  • Bailey, DeeVon
  • Curtis, Kynda R.

Abstract

This study links sensory analysis with consumer willingness to pay (WTP) for national, private label, and local brands of cheese at the retail level. Results indicate that a lesser-known local brand is rated the highest of four cheese brands for its sensory characteristics, but is not competitive with the other brands, in terms of consumer WTP, unless it has a state-sponsored designation (SSD). The competitiveness of a second local brand with high label recognition was aided when labeled “locally-produced,” but not by the SSD. Hence, local designations strengthen brands in general, but SSDs are best for lesser known, high quality products.

Suggested Citation

  • 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. 0(Issue 3), pages 1-24, September.
  • Handle: RePEc:ags:ifaamr:183453
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    File URL: http://ageconsearch.umn.edu/record/183453/files/201400216.pdf
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    References listed on IDEAS

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    Cited by:

    1. He, Chenyi & Gao, Zhifeng & Sims, Charles A. & Zhao, Xin, 2015. "Does Local Label Bias Consumer Taste Bud and Preference: Evidence of a Strawberry Sensory Experiment," 2015 Annual Meeting, January 31-February 3, 2015, Atlanta, Georgia 196874, Southern Agricultural Economics Association.

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