Choosing brands: Fresh produce versus other products

Yanhong H. Jin, David Zilberman, Amir Himan

Research output: Contribution to journalArticlepeer-review

18 Scopus citations

Abstract

Assuming that brands contribute to quality risk reduction, prestige, and design, we derive and test hypothesis on the willingness to pay (WTP) for brands across different product categories (electronics, clothing, packaged food, and fresh produce). Using the random effect tobit model on the stated point value of WTP and the ordered probit model on the stated range of WTP, we find that WTP for brands of fresh produce is least among the four product categories controlling for relevant demographic variations. Simulations show that fresh produce has a higher optimal price premium for brands but with a much smaller market share.

Original languageEnglish
Pages (from-to)463-475
Number of pages13
JournalAmerican Journal of Agricultural Economics
Volume90
Issue number2
DOIs
StatePublished - May 2008

Keywords

  • Brands
  • Fresh produce
  • Hedonic pricing
  • Maximumen tropy
  • Ordered probit
  • Tobit
  • Willingness to pay

Fingerprint

Dive into the research topics of 'Choosing brands: Fresh produce versus other products'. Together they form a unique fingerprint.

Cite this