Abstract

Accurately measuring willingness-to-pay (WTP) for newly developed food products is critical for academicians and marketing managers. This study measures consumers’ preference and WTP for five newly developed convenient (ready-to-cook) catfish products by surveying 128 participants from Arkansas and Florida. An ordered probit model was applied to survey data to investigate factors influencing consumers’ WTP. Results indicated that the surveyed participants preferred all the inspected products as their WTP was ranged between average and high. The significant variables affecting the participants’ WTP include product appearance, eagerness to buy, preference ranking, preferred form, and consumption pattern. The consumer’s WTP was significantly correlated with the participant’s gender, age, race, and for some groups, income.

摘要

准确衡量新开发食品的支付意愿 (WTP) 对于院士和营销经理来说至关重要。本研究通过调查来自阿肯色州和佛罗里达州的 128 名参与者来衡量消费者对五种新开发的方便（即煮）鲶鱼产品的偏好和 WTP。将有序概率模型应用于调查数据，以调查影响消费者支付意愿的因素。结果表明，被调查的参与者更喜欢所有被检查的产品，因为他们的 WTP 介于平均和高之间。影响参与者支付意愿的重要变量包括产品外观、购买意愿、偏好排名、偏好形式和消费模式。消费者的支付意愿与参与者的性别、年龄、种族以及某些群体的收入显着相关。