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Branding fresh food: Who is willing to pay more for beef?

Morales, L.E. and Griffith, G. and Wright, V. and Fleming, E. and Umberger, W. and Hoang, N. (2017) Branding fresh food: Who is willing to pay more for beef? Acta Alimentaria, 46 (4). pp. 395-402. ISSN 0139-3006

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Abstract

Retail beef markets not offering objective grade indicators in-store leave consumers uncertain about the quality of beef they purchase. The introduction of fresh brands can better meet consumers’ expectations. Willingness-to-pay for ‘ideal’ quality cuts represents the maximum premiums brands could achieve. Using Australian consumers’ survey data, the maximum premiums are modelled using zero-inflated negative binomial models. Results indicate that buyer’s characteristics and perceptions about product attributes influence the premiums for high-quality beef that consumers are willing to pay for a cut considered ‘ideal’, indicating the maximum premium that brands could achieve in relevant segments. The premiums indicate there is substantial potential for beef cuts that reduce purchase risk by more assuredly meeting buyer’s preferences in Australia.

Item Type: Article
Subjects: Q Science / természettudomány > QD Chemistry / kémia > QD01 Analytical chemistry / analitikai kémia
Depositing User: Erika Bilicsi
Date Deposited: 02 Nov 2017 04:07
Last Modified: 31 Dec 2018 00:17
URI: http://real.mtak.hu/id/eprint/66581

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