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Valuing Attributes of Fluid Milk Using Choice-Based Conjoint Experimental Design

Author

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  • Bai, Junfei
  • Wahl, Thomas I.
  • Wandschneider, Philip R.

Abstract

A choice-based conjoint (CBC) experiment was employed to analyze Chinese consumers' preferences for fluid milk defined by four choice attributes: production processing method, fat content level, taste, and price. The results from two analysis approaches (counting and multinomial logit models) indicated that Chinese consumers are willing to pay a premium for pasteurized, low fat content, and natural tasting milk, but that they require a discount for choosing ultra high temperature (UHT), high fat content, and flavored milk. In addition, this study estimated the trade-offs among attributes' levels and simulated the effects of income on the probabilities of choosing attribute-specified milk.

Suggested Citation

  • Bai, Junfei & Wahl, Thomas I. & Wandschneider, Philip R., 2007. "Valuing Attributes of Fluid Milk Using Choice-Based Conjoint Experimental Design," 2007 Annual Meeting, July 29-August 1, 2007, Portland, Oregon 9821, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    • Handle: RePEc:ags:aaea07:9821
    DOI: 10.22004/ag.econ.9821
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    Cited by:

    1. Yuwen, Feng & Hsiaoping, Chien, 2020. "Consumers’ Preferences towards Nutrition-modified Milk in Urban Areas of China with Rating-based Conjoint Analysis," Japanese Journal of Agricultural Economics (formerly Japanese Journal of Rural Economics), Agricultural Economics Society of Japan (AESJ), vol. 22.

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    Keywords

    Demand and Price Analysis;

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