Yang Tingyi, Dharmasena Senarath
International Business School Shaanxi Normal University Xi'an P.R. China.
Department of Agricultural Economics Texas A&M University College Station TX USA.
Food Sci Nutr. 2020 Aug 24;8(10):5362-5378. doi: 10.1002/fsn3.1757. eCollection 2020 Oct.
Dairy products, especially milk play a crucial role in assuring dietary quality for U.S. households. However, due to taste, nutrition, health and environmental concerns, households increasingly prefer to consume dairy alternative beverages instead of conventional milk in the U.S. This work is motivated by the need to take into consideration of intrinsic characteristics and differences of such characteristics when analyzing the changes of consumers' purchasing behavior of and willingness to pay for dairy alternative beverages and conventional milk products. After aggregating and organizing the purchase data of Nielsen Homescan and first-hand nutrition data, this study estimates both linear and semi-log hedonic pricing models. The results show that consumers exert the highest weights and assign highest evaluation on such qualitative characteristic as nutritional attributes which include calories, protein, fat, vitamin A and vitamin D in which protein is the most valued attribute and other characteristics such as package size, multi pack and brand. The hedonic pricing order and value of these qualitative characteristic are indicative of consumers' purchasing behavior and thus provide essential information for manufacturers to better differentiated their products and develop products catering to consumer's preferred attributes.
乳制品，尤其是牛奶，在美国各家庭确保饮食质量方面发挥着关键作用。然而，出于口味、营养、健康和环境等方面的考虑，美国家庭越来越倾向于饮用代用奶饮料而非传统牛奶。这项研究的动机在于，在分析消费者对代用奶饮料和传统奶制品的购买行为变化及支付意愿时，需要考虑这些产品的内在特征以及特征差异。在汇总并整理了尼尔森家庭扫描的购买数据和第一手营养数据后，本研究估计了线性和半对数享乐定价模型。结果表明，消费者对包括卡路里、蛋白质、脂肪、维生素A和维生素D等营养属性在内的定性特征赋予了最高权重和评价，其中蛋白质是最受重视的属性，此外还包括包装尺寸、多包装和品牌等其他特征。这些定性特征的享乐定价顺序和价值表明了消费者的购买行为，从而为制造商更好地实现产品差异化以及开发符合消费者偏好属性的产品提供了重要信息。
