Willingness to Pay for Private Labels, National Brands, and Local Designations at the Retail Level

A shopper survey was conducted to determine willingness to pay for ice cream with different labels. A statistical analysis was conducted using stated choices by respondents. The randomized choices were 1) a local brand with or without an indication it had a Utah’s Own designation, 2) a local brand with and without a locally-produced designation, 3) a private label product , and 4) a national brand product. The results suggested that brands affect willingness to pay for ice cream. However, shoppers were willing to pay a significant positive amount more for ice cream with the local designations.


Issue Date:
2013-02
Publication Type:
Conference Paper/ Presentation
PURL Identifier:
http://purl.umn.edu/152144
Total Pages:
42
JEL Codes:
Q1; Q13




 Record created 2017-04-01, last modified 2017-08-27

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