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Consumer preferences for eggs using conjoint analysis

Published online by Cambridge University Press:  18 September 2007

Hubert Gerhardy  and
Mitchell R. Ness
Hubert Gerhardy
Affiliation:
Forschungs-und Studienzentrum für Veredelungswirtschaft Weser/Ems der Universität Göttingen, Driverstrasse 22, D-49377 Vechta, Germany
Mitchell R. Ness
Affiliation:
Department of Agricultural Economics and Food Marketing, University of Newcastle upon Tyne, NE1 7RU, UK
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Abstract

In the UK consumers are becoming more aware of issues related to food quality. Food marketers face the problem of responding to these developments by offering products which are consistent with changing consumer preferences. It is therefore increasingly important for marketers to understand the nature of consumers' preferences. This study focuses on the preferences of egg purchasers and uses conjoint analysis to identify consumer preference segments in the market. The analysis reveals that the preferences of consumers are very heterogeneous, but that it is possible to identify segments with distinct preferences for particular egg attributes.

Keywords

Conjoint analysisconsumerseggsmarketingpreferencesproduction systemsUK
Type
Research Article
Information
World's Poultry Science Journal , Volume 51 , Issue 2 , July 1955 , pp. 203 - 214
Copyright
Copyright © Cambridge University Press 1995

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