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How do pricing and the representation of price affect consumer evaluation of nursery products? A conjoint analysis

于International Food and Agribusiness Management Review
著者:
Zhiwen Zhu Associate Professor, Business School, Huaiyin Institute of Technology, 89 Beijing Bei Road, Huaian, Jiangsu 223001, China; Visiting research scholar, Department of Horticulture, College of Agriculture and Natural Resources, Michigan State University, 1066 Bogue St., East Lansing, MI 48824, USA.

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Bridget Behe Professor, Department of Horticulture, College of Agriculture and Natural Resources, Michigan State University, 1066 Bogue St., East Lansing, MI 48824, USA.

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Patricia Huddleston Professor, Department of Advertising and Public Relations, College of Communication Arts and Sciences, Michigan State University, 404 Wilson Road, East Lansing, MI 48824, USA.

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Lynnell Sage Research Assistant, Department of Horticulture, College of Agriculture and Natural Resources, Michigan State University, 1066 Bogue St., East Lansing, MI 48824, USA.

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This study investigates how pricing and the representation of price (location of price sign, area of price number on price sign, extrinsic cue on price sign) influence consumer evaluation of nursery products. An incomplete orthogonal set of levels for each factor was used in a 35 factorial conjoint analysis. A web-based survey was conducted in March 2015. The results show the four factors account for 50.24% of the variance in plant preference, the other factor (plant type) accounts for the remaining 49.76%. Relative importance decreases from price level (16.15%) to cue (12.27%) to area (11.04%) and location (10.79%). Consumer’s purchase intention varies by demographics. The price level-purchase intention relationship also depends on cue. Benefit cue is more likely to offset the adverse effect of a price increase on purchase intention than feature cue, and the price level-purchase intention relationship for plants with feature/benefit cue appears to be inverted U shape.

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