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英文文献：Consumers’ Willingness-to-Pay for Retail Branded Beef Products with Bundled Attributes-消费者愿意为零售的捆绑品牌牛肉产品付费
英文文献作者：Franken, Jason R.V.,Parcell, Joseph L.,Tonsor, Glynn T.
英文文献摘要：
With a declining share of the domestic meat market, some beef producers are becoming more attentive to opportunities for value-added products tailored to the desires of certain consumer segments. Using a survey of St. Louis and Kansas City, Missouri meat consumers, this study investigates perceptions of and willingness-to-pay for various value-added attributes that could be supplied as retail branded beef products. Factor analysis identifies two alternative attribute bundles as branding strategies based on perceived importance and complementarity of attributes. Nonparametric procedures provide conservative estimates of willingness-to-pay. Parametric methods identify types of consumers willing to pay significantly higher premiums.
随着国内肉类市场份额的下降，一些牛肉生产商开始更加关注为特定消费者群体量身定制增值产品的机会。通过对密苏里州圣路易斯市和堪萨斯城的肉品消费者的调查，本研究调查了消费者对各种可作为零售品牌牛肉产品提供的增值属性的感知和支付意愿。因子分析确定了基于感知重要性和属性互补性的两种可选属性束作为品牌策略。非参数方法对支付意愿提供保守估计。参数化方法识别出愿意支付更高保费的消费者类型。
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