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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. 17(3), pages 1-24, September.
    • Handle: RePEc:ags:ifaamr:183453
    DOI: 10.22004/ag.econ.183453
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    2. Jasper Grashuis & Ye Su, 2022. "Inequality aversion and consumer ethnocentrism: Food consumer preferences for payoff distributions to farm producers," Agribusiness, John Wiley & Sons, Ltd., vol. 38(3), pages 608-619, July.
    3. Tatiana Drugova & Kynda R. Curtis & Sherzod B. Akhundjanov, 2020. "Are multiple labels on food products beneficial or simply ignored?," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 68(4), pages 411-427, December.
    4. Grashuis, Jasper & Su, Ye, 2023. "Consumer Preferences for State-Sponsored Designations: The Case of the Missouri Grown Label," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 48(1), January.
    5. Biancamaria Torquati & Tiziano Tempesta & Daniel Vecchiato & Sonia Venanzi, 2018. "Tasty or Sustainable? The Effect of Product Sensory Experience on a Sustainable New Food Product: An Application of Discrete Choice Experiments on Chianina Tinned Beef," Sustainability, MDPI, vol. 10(8), pages 1-24, August.

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