Potential Consumer Acceptance of Canned Bighead Carp: A Structural Model Analysis

Abstract

The effects of socio-demographic factors on consumer ratings of product attributes of an experimental canned bighead product were analyzed. OLS techniques were used to evaluate the effects of experience consuming other canned fish products, race, gender, age, and income on the taste, texture, appearance, and aroma of canned bighead. A logit analysis was then used to measure the effects of these variables on binary choice variables related to preference comparisons and willingness-to-pay as much for canned bighead as for canned salmon and canned tuna. Responses between the comparisons of canned bighead and canned salmon or canned tuna varied. Income, region, and gender significantly affected ratings on product attributes while taste variables significantly affected consumers' willingness-to-pay as much for canned bighead as for canned tuna. Conditional probabilities showed more clearly the effects of age, income, and gender on taste ratings, the subsequent effects of taste on preferences, and ultimately on willingness-topay. Probabilities estimated showed that canned bighead competes more favorably with canned tuna than with canned salmon.