| Type of Document |
Master's Thesis |
| Author |
Bonilla, Tatiana
|
| Author's Email Address |
tbonil1@lsu.edu, tatiresende@hotmail.com |
| URN |
etd-07032010-194437 |
| Title |
Analysis of Consumer Preferences Toward
100% Fruit Juice Packages and Labels
|
| Degree |
Master of Science (M.S.) |
| Department |
Agricultural Economics & Agribusiness |
| Advisory Committee |
| Advisor Name |
Title |
| Harrison, Robert W. |
Committee Chair |
| Hinson, Roger A. |
Committee Member |
| Kennedy, Philip L. |
Committee Member |
|
| Keywords |
- fruit juice
- labels
- packages
|
| Date of Defense |
2010-06-18 |
| Availability |
unrestricted |
Abstract
A national web survey was used to collected data from 253 households in the United States. Choice-based conjoint analysis was used to investigate which packaging and labeling attributes U.S. consumers consider important when choosing 100% fruit juices, and to estimate their willingness-to-pay. The attributes were packaging material, nutritional and health claims, presence of organic ingredients and whether the product was produced locally. Factor analysis, cluster analysis and a median split technique were used to identify market segments based on consumer preferences, behavior, and lifestyles. Differences between the segments were analyzed. A conditional logit model was used to estimate relative of importance and willingness-to-pay for the different attributes. Results from the study show that consumers place positive values on, and are willing to pay a premium of ($1.04) for the Polyethylene Terephthalate (PET) bottle, and ($0.29) more for the no sugar added claim. Consumers with high environmental interests were more likely to pay a premium for a fruit juice with organic ingredients and a nutritional index on the label. High information seekers are willing to pay ($0.13) more for the nutritional index, compared to ($0.05) that low information seeker will pay. Younger people are willing to pay more for local products and more than double ($1.41) of what older people will pay ($0.67) for a PET bottle.
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| Files |
| Filename |
Size |
Approximate Download Time
(Hours:Minutes:Seconds)
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| 28.8 Modem |
56K Modem |
ISDN (64 Kb) |
ISDN (128 Kb) |
Higher-speed Access |
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BonillaThesis.pdf |
1.47 Mb |
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