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Willingness‐to‐Pay for Fresh Brand Name Beef

Author

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  • Eve J. Froehlich
  • Jared G. Carlberg
  • Clement E. Ward

Abstract

Willingness‐to‐pay (WTP) for hypothetical brand name fresh beef products was measured using the Becker‐DeGroot‐Marschak experimental auction procedure. Auctions were conducted in a field setting in and around Winnipeg, Manitoba during the summer of 2006. Four hypothetical brands were developed to individually represent local/Canadian, natural, guaranteed tender, and Angus attributes, respectively. It was found that WTP was highest, approximately $1.31 per 12 ounce steak, for branded steaks associated with the natural, guaranteed tender, and Angus attributes. It was further discovered that WTP is positively affected by preference for the brand name, frequency with which beef is consumed, and the male gender. Conversely, confidence in selecting beef tended to reduce WTP, while effects of age, education, and income were uncertain. It is concluded that the industry should explore opportunities to market higher value products both domestically and abroad if the cost of doing so does not exceed WTP premiums. Nous avons évalué, à l'aide de la procédure d'enchères expérimentales Becker‐DeGroot‐Marschak, la volonté de payer (VdP) des consommateurs pour des produits de bœuf frais de marques hypothétiques. Nous avons organisé des enchères à, et aux alentours de, Winnipeg au Manitoba, au cours de l'été 2006. Quatre marques hypothétiques ont étéélaborées pour représenter respectivement les caractéristiques suivantes: bœuf canadien ou local, bœuf naturel, bœuf à tendreté garantie et bœuf Angus. Nous avons noté une VdP plus élevée, soit d'environ 1,31 $ par bifteck de 12 onces, pour le bœuf naturel, le bœuf à tendreté garantie et le bœuf Angus. Nous avons également observé que la préférence pour la marque, la fréquence de consommation de bœuf et le sexe masculin avaient une influence favorable sur la VdP. Réciproquement, la confiance dans le choix du bœuf avait tendance à diminuer la VdP, tandis que l'influence de l'âge, de la scolarité et du revenu était incertaine. Nous avons conclu que l'industrie devrait examiner les possibilités de vendre des produits à plus grande valeur, tant au pays qu'à l'étranger, si le coût n'excède pas les bonifications que les consommateurs sont prêts à payer.

Suggested Citation

  • Eve J. Froehlich & Jared G. Carlberg & Clement E. Ward, 2009. "Willingness‐to‐Pay for Fresh Brand Name Beef," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 57(1), pages 119-137, March.
    • Handle: RePEc:bla:canjag:v:57:y:2009:i:1:p:119-137
    DOI: 10.1111/j.1744-7976.2008.01141.x
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    References listed on IDEAS

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    3. Wirth, Ferdinand F. & Stanton, John L. & Wiley, James B., 2011. "The Relative Importance of Search versus Credence Product Attributes: Organic and Locally Grown," Agricultural and Resource Economics Review, Northeastern Agricultural and Resource Economics Association, vol. 40(1), pages 1-15, April.
    4. Schulz, Lee L. & Schroeder, Ted C. & White, Katharine L., 2012. "Value of Beef Steak Branding: Hedonic Analysis of Retail Scanner Data," Agricultural and Resource Economics Review, Northeastern Agricultural and Resource Economics Association, vol. 41(2), pages 1-14, August.
    5. Li, Xiaogu & Jensen, Kimberly L. & Clark, Christopher D. & Lambert, Dayton M., 2015. "Consumer Willingness-to-Pay for Non-taste Attributes in Beef Products," 2015 Annual Meeting, January 31-February 3, 2015, Atlanta, Georgia 196719, Southern Agricultural Economics Association.
    6. Erjon Nexhipi, 2022. "The difference in consumer attitudes of locally grown apples with imported apples. the case of Korca Region, Albania:," Technium Social Sciences Journal, Technium Science, vol. 37(1), pages 250-264, November.
    7. Houtian Ge & Miguel Gómez & Christian Peters, 2022. "Modeling and optimizing the beef supply chain in the Northeastern U.S," Agricultural Economics, International Association of Agricultural Economists, vol. 53(5), pages 702-718, September.
    8. Tran Thu & Moritaka Masahiro & Liu Ran & Fukuda Susumu, 2018. "Information effect on consumer adoption for a new beef brand in the Vietnamese market: prior knowledge, appealing the brand distinction, differentiation and similarity," Management & Marketing, Sciendo, vol. 13(3), pages 1014-1034, September.
    9. Parcell, Joseph L. & Gedikoglu, Haluk, 2012. "Consumer Preference Variation between Domestic and Imported Food," 2012 Annual Meeting, August 12-14, 2012, Seattle, Washington 124183, Agricultural and Applied Economics Association.
    10. Skuza, Nathan & McCracken, Vicki & Ellis, Joan, 2015. "Compensation Fees And Willingness To Pay: A Field Experiment On Organic Apples," International Journal of Food and Agricultural Economics (IJFAEC), Alanya Alaaddin Keykubat University, Department of Economics and Finance, vol. 3(3), pages 1-13, July.
    11. Erpeng Wang & Zhenzhen Liu & Zhifeng Gao & Qin Wen & Xianhui Geng, 2022. "Consumer preferences for agricultural product brands in an E‐commerce environment," Agribusiness, John Wiley & Sons, Ltd., vol. 38(2), pages 312-327, April.
    12. Carlberg, Jared G. & Froehlich, Eve J., 2011. "Effects of Elicitation Method on Willingness-to-Pay: Evidence from the Field," Journal of Food Distribution Research, Food Distribution Research Society, vol. 42(2), pages 1-10, July.
    13. Azucena GRACIA & Tiziana DE-MAGISTRIS, 2015. "The role of participants' competitiveness in consumers' valuation for food products using experimental auctions," Agricultural Economics, Czech Academy of Agricultural Sciences, vol. 61(10), pages 484-491.

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