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Consumer preference and willingness to pay for tomato juice
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Tomato juice has gained popularity in recent decades. However, little is known about tomato juice consumers in the United States. The goal of this research was to determine consumer attitudes towards current tomato juice offerings and willingness to pay for high flavor quality products. A sensory panel and a nation-wide survey were conducted to learn about consumer preference toward tomato juice consumption. A new “label”, including taste review ratings, was incorporated into a choice experiment to verify whether this information successfully assisted consumers in their purchase decisions. Both the sensory analysis and the consumer online survey showed a demand for tomato juice with better flavor. The results suggest that a premium quality tomato juice with fresh aroma notes and better taste made from a premium tomato will encourage consumer purchase intent. Consumers would be willing to pay up to 30% more if trusted taste review score information was provided.
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Beverage Industry (BI). 2017. Health and wellness drives growth of vegetable juices, juice smoothies. Oct 17. Available at: http://tinyurl.com/y8h2vwaf.
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Chen, X., Z. Gao, L. House, J. Ge, C. Zong and F. Gmitter. 2016. Opportunities for Western food products in China: the case of orange juice demand. Agribusiness 32(3): 343-362.
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| Insgesamt | Letzte 365 Tage | In den letzten 30 Tagen | |
|---|---|---|---|
| Aufrufe von Kurzbeschreibungen | 0 | 0 | 0 |
| Gesamttextansichten | 733 | 304 | 19 |
| PDF-Downloads | 748 | 301 | 23 |
Consumer preference and willingness to pay for tomato juice
in International Food and Agribusiness Management ReviewSearch for other papers by Yaozhou Zhu in
Current site
Google Scholar
PubMed
Search for other papers by Meng Shen in
Current site
Google Scholar
PubMed
Search for other papers by Charles A. Sims in
Current site
Google Scholar
PubMed
Search for other papers by Maurice R. Marshall in
Current site
Google Scholar
PubMed
Search for other papers by Lisa A. House in
Current site
Google Scholar
PubMed
Search for other papers by Paul J. Sarnoski in
Current site
Google Scholar
PubMed
Tomato juice has gained popularity in recent decades. However, little is known about tomato juice consumers in the United States. The goal of this research was to determine consumer attitudes towards current tomato juice offerings and willingness to pay for high flavor quality products. A sensory panel and a nation-wide survey were conducted to learn about consumer preference toward tomato juice consumption. A new “label”, including taste review ratings, was incorporated into a choice experiment to verify whether this information successfully assisted consumers in their purchase decisions. Both the sensory analysis and the consumer online survey showed a demand for tomato juice with better flavor. The results suggest that a premium quality tomato juice with fresh aroma notes and better taste made from a premium tomato will encourage consumer purchase intent. Consumers would be willing to pay up to 30% more if trusted taste review score information was provided.
| Insgesamt | Letzte 365 Tage | In den letzten 30 Tagen | |
|---|---|---|---|
| Aufrufe von Kurzbeschreibungen | 0 | 0 | 0 |
| Gesamttextansichten | 733 | 304 | 19 |
| PDF-Downloads | 748 | 301 | 23 |
