Willingness-to-Pay for Fresh Brand Name Beef
"Willingness-to-pay (WTP) for hypothetical brand name fresh beef products was measured using the Becker-DeGroot-Marschak experimental auction procedure. Auctions were conducted in a field setting in and around Winnipeg, Manitoba during the summer of 2006. Four hypothetical brands were developed to individually represent local/Canadian, natural, guaranteed tender, and Angus attributes, respectively. It was found that WTP was highest, approximately $1.31 per 12 ounce steak, for branded steaks associated with the natural, guaranteed tender, and Angus attributes. It was further discovered that WTP is positively affected by preference for the brand name, frequency with which beef is consumed, and the male gender. Conversely, confidence in selecting beef tended to reduce WTP, while effects of age, education, and income were uncertain. It is concluded that the industry should explore opportunities to market higher value products both domestically and abroad if the cost of doing so does not exceed WTP premiums." Copyright (c) 2009 Canadian Agricultural Economics Society.
If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
As the access to this document is restricted, you may want to look for a different version under "Related research" (further below) or search for a different version of it.
Volume (Year): 57 (2009)
Issue (Month): 1 (03)
|Contact details of provider:|| Web page: http://www.blackwellpublishing.com/journal.asp?ref=0008-3976|
More information through EDIRC
|Order Information:||Web: http://www.blackwellpublishing.com/subs.asp?ref=0008-3976|