IDEAS home Printed from https://ideas.repec.org/a/wly/agribz/v23y2007i4p553-565.html
   My bibliography  Save this article

The market potential for gift baskets of Hawaiian food products in China

Author

Listed:
  • Wuyang Hu

    (Department of Agricultural Economics, University of Kentucky, Lexington, KY 40546-0276)

  • Linda J. Cox

    (Community Economic Development Specialist, Department of Natural Resources and Environmental Management, University of Hawaii at Manoa, Honolulu, HI 96822-2279)

  • Quincy A. Edwards

    (Graduate Research Assistant, Department of Natural Resources and Environmental Management, University of Hawaii at Manoa, Honolulu, HI 96822-2279)

Abstract

China is an emerging market for U.S. agricultural products. However, producers in Hawaii face challenges in entering this market due to their small volume and lack of expertise. A marketing strategy involving packaging food products in handmade containers as Hawaiian gift baskets may hold some potential for these producers. This paper analyzes the results of a survey done in China involving gift baskets with various attributes using conditional (CL), rank-ordered (RL), and mixed rank-ordered (MRL) logit models. The MRL model identified heterogeneity among the preferences of survey respondents. Some respondents are willing to pay a large positive amount for a gift basket in a handmade container. Moreover, if a basket is labeled as containing Hawaii-grown food products, an additional large positive value can be added to the basket. This methodology can be used to investigate heterogeneous preferences and identify the value of attributes to various market segments. [JEL Code: M310, D12]. © 2007 Wiley Periodicals, Inc. Agribusiness 23: 553-565, 2007.

Suggested Citation

  • Wuyang Hu & Linda J. Cox & Quincy A. Edwards, 2007. "The market potential for gift baskets of Hawaiian food products in China," Agribusiness, John Wiley & Sons, Ltd., vol. 23(4), pages 553-565.
  • Handle: RePEc:wly:agribz:v:23:y:2007:i:4:p:553-565
    DOI: 10.1002/agr.20135
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1002/agr.20135
    File Function: Link to full text; subscription required
    Download Restriction: no

    References listed on IDEAS

    as
    1. Wuyang Hu, 2005. "Logit models: smallest versus largest extreme value error distributions," Applied Economics Letters, Taylor & Francis Journals, vol. 12(12), pages 741-744.
    2. John Calfee & Clifford Winston & Randolph Stempski, 2001. "Econometric Issues In Estimating Consumer Preferences From Stated Preference Data: A Case Study Of The Value Of Automobile Travel Time," The Review of Economics and Statistics, MIT Press, vol. 83(4), pages 699-707, November.
    3. Kenneth Train ., 2000. "Halton Sequences for Mixed Logit," Economics Working Papers E00-278, University of California at Berkeley.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Resano, Helena & Sanjuán, Ana I. & Albisu, Luis M., 2012. "Consumers’ response to the EU Quality policy allowing for heterogeneous preferences," Food Policy, Elsevier, vol. 37(4), pages 355-365.
    2. Deng, Xueting & Saghaian, Sayed H. & Woods, Timothy A., 2012. "A Comparison of Consumer Willingness to Pay for Four Types of Sweeteners," 2012 Annual Meeting, February 4-7, 2012, Birmingham, Alabama 119811, Southern Agricultural Economics Association.

    More about this item

    JEL classification:

    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:wly:agribz:v:23:y:2007:i:4:p:553-565. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Wiley-Blackwell Digital Licensing) or (Christopher F. Baum). General contact details of provider: http://onlinelibrary.wiley.com/journal/10.1002/(ISSN)1520-6297 .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.