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

Ryan C. Bosworth, DeeVon Bailey and Kynda Curtis

No 152144, 2013 Conference (57th), February 5-8, 2013, Sydney, Australia from Australian Agricultural and Resource Economics Society

Abstract: 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.

Keywords: Consumer/Household Economics; Food Consumption/Nutrition/Food Safety; Public Economics (search for similar items in EconPapers)
Pages: 42
Date: 2013-02
New Economics Papers: this item is included in nep-agr, nep-dcm, nep-ipr, nep-pr~ and nep-mkt
References: Add references at CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
https://ageconsearch.umn.edu/record/152144/files/CP%20Curtis.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ags:aare13:152144

DOI: 10.22004/ag.econ.152144

Access Statistics for this paper

More papers in 2013 Conference (57th), February 5-8, 2013, Sydney, Australia from Australian Agricultural and Resource Economics Society Contact information at EDIRC.
Bibliographic data for series maintained by AgEcon Search ().