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

Lawton Nalley, Darren Hudson, Robert W. Rogers, James M. Martin and Joshua L. Herring

Journal of Agribusiness, 2004, vol. 22, issue 2, 11

Abstract: 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.

Keywords: Livestock Production/Industries; Marketing (search for similar items in EconPapers)
Date: 2004
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:ags:jloagb:59587

DOI: 10.22004/ag.econ.59587

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