| Registro completo |
| Provedor de dados: |
AgEcon
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| País: |
United States
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| Título: |
Experimental Evidence of Risk Aversion in Consumer Markets: The Case of Beef Tenderness
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| Autores: |
Alfnes, Frode
Rickertsen, Kyrre
Ueland, Oydis
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| Data: |
2005-09-14
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| Ano: |
2005
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| Palavras-chave: |
Beef tenderness
Consumer demand
Experimental auction
Marketing
Risk aversion
Consumer/Household Economics
C91
D12
D8
Q13
|
| Resumo: |
Consistency of quality is important for brand loyalty and market share in consumer markets. Among consumers of beef, tenderness is the primary quality attribute. We use an experimental auction market to investigate how inconsistency in tenderness affects consumers willingness to pay (WTP) for beef. We find that both the level and the spread of tenderness affect consumers WTP for beef. Categorization the beef into various classes of tenderness increased the total value of the beef by 8%, which suggests that improved tenderness labeling may be a profitable strategy.
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| Tipo: |
Conference Paper or Presentation
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| Idioma: |
Inglês
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| Identificador: |
17486
http://purl.umn.edu/24553
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| Editor: |
AgEcon Search
|
| Relação: |
European Association of Agricultural Economists>2005 International Congress, August 23-27, 2005, Copenhagen, Denmark
Contributed Paper
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| Formato: |
13
application/pdf
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