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A structural latent variable approach to modelling consumer perception: A case study of orange juice

Author

Listed:
  • X. M. Gao

    (Department of Agricultural Economics and Rural Sociology, University of Arkansas)

  • Anderson Reynolds

    (Southwestern Bell Corporation)

  • Jonq-Ying Lee

    (Florida Department of Citrus, and Adjunct Professor, Food and Resource Economics Department, University of Florida)

Abstract

Recognizing the unobservability of consumer perception, a structural latent variable model with multiple dichotomous indicators and multiple cause variables was employed to characterize consumer perception of orange juice. Results indicated that education, sex, race, urbanization, and household size were important determinants of consumer perception. Other results suggested that several of the included indicator variables (such as orange juice is good for breakfast, is good for health, is energizing, and is refreshing) represented important dimensions of the latent consumer perception variable. © 1993 John Wiley & Sons, Inc.

Suggested Citation

  • X. M. Gao & Anderson Reynolds & Jonq-Ying Lee, 1993. "A structural latent variable approach to modelling consumer perception: A case study of orange juice," Agribusiness, John Wiley & Sons, Ltd., vol. 9(4), pages 317-324.
    • Handle: RePEc:wly:agribz:v:9:y:1993:i:4:p:317-324
    DOI: 10.1002/1520-6297(199307)9:4<317::AID-AGR2720090403>3.0.CO;2-J
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    References listed on IDEAS

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    1. Kinnucan, Henry W. & Venkateswaran, Meenakshi, 1990. "Effects Of Generic Advertising On Perceptions And Behavior: The Case Of Catfish," Southern Journal of Agricultural Economics, Southern Agricultural Economics Association, vol. 22(2), pages 1-15, July.
    2. Stigler, George J & Becker, Gary S, 1977. "De Gustibus Non Est Disputandum," American Economic Review, American Economic Association, vol. 67(2), pages 76-90, March.
    3. Eithan Hochman & Uri Regev & Ronald W. Ward, 1974. "Optimal Advertising Signals in the Florida Citrus Industry: A Research Application," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 56(4), pages 697-705.
    4. Selvanathan, E. Antony, 1989. "Advertising and consumer demand: a differential approach," Economics Letters, Elsevier, vol. 31(3), pages 215-219, December.
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