Willingness-to-Pay for New Products in a University Foodservice Setting

Guzhen Zhou, Chinh Tran Cong, Devie A. Poerwanto, Lucas A. Goodman, Marie E. Pelton, Michele Vollaro, Ronald Childress, Sam Kaninda Tshikala, Xiao He, Zijuan Zheng and Leigh Maynard

No 61332, 2010 Annual Meeting, July 25-27, 2010, Denver, Colorado from Agricultural and Applied Economics Association

Abstract: A dairy products manufacturer wishing to expand into university foodservice operations collaborated with a graduate marketing class to research student preferences regarding the Company’s products. Baseline and follow-up stated choice surveys and conditional logit analyses were conducted at a land-grant university where the Company’s products were introduced. Brand awareness grew but remained low during the study period. Average WTP estimates for the Company’s most popular product approximated the retail price and resembled WTP for a competing brand. Average WTP for the Company’s other products, however, was considerably lower than the retail price. Significant WTP differences existed among some consumer segments.

Keywords: Consumer/Household Economics; Demand and Price Analysis; Food Consumption/Nutrition/Food Safety; Research Methods/ Statistical Methods (search for similar items in EconPapers)
Pages: 21
Date: 2010
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Persistent link: https://EconPapers.repec.org/RePEc:ags:aaea10:61332

DOI: 10.22004/ag.econ.61332

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