Consumers’ preference analysis and willingness to pay for mangalitza sausage

Balogh, Péter and Popp, József and Pető, Károly and Huzsvai, László and Szakály, Zoltán and Pocsai, Krisztina (2015) Consumers’ preference analysis and willingness to pay for mangalitza sausage. ACTA ALIMENTARIA. ISSN 0139-3006 (Submitted)

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Abstract

The aim of this study is to perform a preference analysis of the internationally renowned mangalitza sausage which is a traditional Hungarian product made from mangalitza, an indigenous Hungarian pig. It was a further objective to quantify the willingness to pay for this product using the method of choice experiment. The examination was performed in the North Great Plain region in Hungary by means of a personal and online questionnaire research. Altogether, 309 people took part in the research. During the preference analysis, four attributes were built into the model: (1) the price of mangalitza sausage, (2) the proportion of mangalitza pork in the sausage, (3) certified or non-certified product, (4) place of purchase. The obtained results showed that Hungarian consumers consider it to be the most important factor to have the certificate and the source of acquisition indicated on the product. Hungarian consumers trust certified mangalitza products and those which are sold in butcher shops more. Their willingness to pay extra for certified sausage containing 75% mangalitza pork sold in butcher shops was 1223 HUF per kg maximum on average. The outcome of this research is recommendations for the activity of the Hungarian Association of Mangalitza Breeders.

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