In-Store Evaluation of Consumer Willingness to Pay for “Farm-Raised” Pre-Cooked Roast Beef: A Case Study

A choice-based conjoint experiment was used to examine consumer willingness to pay for a farm-raised pre-cooked roast beef product. Consumers were contacted in a grocery store and provided a sample of the pre-cooked product. Findings indicate there is a small, but statistically significant willingness-to-pay premium for the farm-raised product, suggesting that some product differentiation may result in higher prices for these products. The study outlines an approach to marketing research.


Issue Date:
2004
Publication Type:
Journal Article
PURL Identifier:
http://purl.umn.edu/59587
Published in:
Journal of Agribusiness, Volume 22, Number 2
Page range:
163-173
Total Pages:
11




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

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