Eine Plattform für die Wissenschaft: Bauingenieurwesen, Architektur und Urbanistik
Eine Plattform für die Wissenschaft: Bauingenieurwesen, Architektur und Urbanistik
Are Consumers Willing to Pay a Premium for Pure Rice Noodles? A Study of Discrete Choice Experiments in Taiwan
Most consumers in Taiwan have never eaten pure rice noodles (PRNs) and some may mistakenly treat corn starch-based rice noodles as PRNs. This study examines consumers’ willingness to pay (WTP) for PRNs using discrete choice (DC) experiments with a blind tasting test to understand consumers’ ability to identify PRNs with varying rice content on the basis of their appearance and taste. Collecting data from the Taipei metropolitan area, our DC experimental results of both pre- and post-experiment conditions show that Taiwanese consumers do prefer PRNs and their WTP for PRNs was strengthened. A latent class model highlights that attribute preferences tend to differ by group and thus rice content ratios should be properly labeled so that consumers can make a better choice according to their preferences. Our WTP estimates also imply that offering tasting trials to consumers is an effective marketing strategy to encourage potential purchases of PRNs for the rice noodle industry.
Are Consumers Willing to Pay a Premium for Pure Rice Noodles? A Study of Discrete Choice Experiments in Taiwan
Most consumers in Taiwan have never eaten pure rice noodles (PRNs) and some may mistakenly treat corn starch-based rice noodles as PRNs. This study examines consumers’ willingness to pay (WTP) for PRNs using discrete choice (DC) experiments with a blind tasting test to understand consumers’ ability to identify PRNs with varying rice content on the basis of their appearance and taste. Collecting data from the Taipei metropolitan area, our DC experimental results of both pre- and post-experiment conditions show that Taiwanese consumers do prefer PRNs and their WTP for PRNs was strengthened. A latent class model highlights that attribute preferences tend to differ by group and thus rice content ratios should be properly labeled so that consumers can make a better choice according to their preferences. Our WTP estimates also imply that offering tasting trials to consumers is an effective marketing strategy to encourage potential purchases of PRNs for the rice noodle industry.
Are Consumers Willing to Pay a Premium for Pure Rice Noodles? A Study of Discrete Choice Experiments in Taiwan
Yu-Hui Chen (Autor:in) / Kai-Han Qiu (Autor:in) / Kang Ernest Liu (Autor:in) / Chun-Yuan Chiang (Autor:in)
2020
Aufsatz (Zeitschrift)
Elektronische Ressource
Unbekannt
Metadata by DOAJ is licensed under CC BY-SA 1.0
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