夏威夷农产品礼物篮的消费者偏好分析——对于广州购买者的问卷研究

文章使用广州的调研数据,采用联合分析方法研究了消费者对于高价值、夏威夷生产的食品礼物篮的偏好.我们计算了相对重要性指标衡量消费者对礼物篮属性的评价.研究得到了三点结论:(1)食品和容器应为"夏威夷制造",从而使得消费者愿意支付高的价格;(2)企业消费者一般不愿意为礼物篮支付高的价格;(3)个人消费者愿意支付高价格的奎阿相思木礼物篮.这说明一个新兴的高消费阶层在中国出现.

Chinese Buyers Preference for Premium Hawaiian Grown Product Gift Baskets--The Case of Guangzhou Buyers

Using survey data in Guangzhou,we examine revealed consumer preference for premium Hawaiian grown product gift baskets with conjoint analysis method.We calculate the relative importance of gift basket attributes to evaluate what each of the gift basket attributes is worth.Three main conclusions are found:(1) products and containers have to be 'Made in Hawaii' in order for the consumers to pay the premium price;(2)business consumers are generally less willing to pay a high price for any gift baskets;and(3)individual consumers are more willing to pay the higher priced Koa gift basket.This suggests the emergence of a new-rich class of consumers who exhibits the conspicuous and discreet consumption behavior in China.