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Luxury wine: analyzing motivations of luxury wine buyers in the US market
51-58Views:357The purpose of this research study was to describe motivations and demographics of luxury wine buyers in the US market. An online survey was completed by 1081 US wine consumers, of which 473 were designated to be luxury buyers based on price spent on wine. Standard demographic and wine consumer scales were utilized for profiling. Results show that the luxury wine buyer is more likely to be male, aged 30 to 50, with a higher income and education level. Motivations of the luxury wine buyer are different than the non-luxury wine buyer, and reasons for purchasing luxury wine go beyond mere collecting. This research is one of the first to analyze the luxury wine consumer in the US market, and provides useful information for wine marketers and researchers on the profile of the luxury wine buyer in America.
JEL Classification: M31
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Education as a factor of awareness development of organic product consumers
39-42Views:133Organic agriculture provides good quality products, the development of sustainable agriculture, environmental protection and economic efficiency. To develop a habit of consuming organic food, as is case with all habits, it is necessary to educate the younger population, so that they can become accustomed to the fact that organic food is a source of both human health and a healthy environment. Therefore, educational institutions should initiate actions in order to develop awareness of the importance of healthy and safe food (especially fresh fruits and vegetables) among youth. This action has already been carried out in some countries.
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Willingness to pay for locally produced organic foods by urban consumers in Sri Lanka
15-22Views:442Organic food consumption is gradually increasing among Sri Lankan consumers due to an increased awareness on healthy food. Some consumers ready to pay more for organic food, but it varies according to many factors. Therefore, the main objective of this study was to evaluate the urban consumers’ willingness to pay (WTP) for organically produced food in Sri Lanka. The specific objectives of the research were to investigate the socio-economic factors, the level of awareness on organic food, the present situation of buying, and the level of additional price ready to pay and analyze the impact of socio-economic factors on consumers’ willingness to pay. The research was conducted in urban Sri Lanka, covering capital cities of six urban districts of the country; Colombo, Galle, Gampaha, Kandy, Kurunegala, and Rathnapura. Data were collected from November 2016 to May 2018, from 600 consumers, by selecting 100 consumers per city. Data analyses employed were a descriptive analysis and binary logistic regression. Results revealed that, the most of the consumers were females, married, and with a comparatively higher level of education and monthly income. Most consumers had a significant level of awareness about organic food. A lesser proportion of consumers (24%) buys organic food at present, while the majority (52.4%) was willing to pay an extra price. Out of these consumers, the highest percentage (29.3%) prefers to pay 26% to 50% premium prices. As per the results of logistic regression, age, gender, monthly income, and education were the deciding factors for consumers’ willingness to pay a premium price for organic food. Results of this research are helpful for the development of production and marketing strategies and awareness programs for urban consumers on local organic food products.
JEL CODE: Q1, Q13
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Comparison of consumption and purchase habits for University students for industrially kept pigs and mangalica pigs
Views:212The aim of the study is to compare the preferences for the purchase and consumption of industrially kept pigs and mangalica pigs. The research was conducted among the students of the Faculty of Economics and Business of University of Debrecen in October 2019, in the form of an online questionnaire. Descriptive statistical methods, chi-square tests, Spearman rank correlation indexes, factor analysis and two-step cluster analysis were used to analyze the data obtained from the survey. Based on the results, it can be said that there are differences in consumer perceptions of industrially kept pigs and mangalica pigs among a number of sociodemographic factors. Factor analysis was used to delimit three factors in the case of industrially kept pigs (“domestic-branded-fresh product” aspects, factors related to health awareness, aspects of a marketing nature), while in the case of mangalica pigs one factor was identified. Next, I used a two-step cluster analysis using the isolated factors, where several sociodemographic variables were tested. The best fit was shown by the combination of gender and highest educational level. Based on these, it can be concluded that in the case of industrially kept pigs, the factors considered in the purchase were the most important for women and men with higher education in the case of two factors (“domestic-brand-fresh product” aspect and marketing aspects) and for mangalica pigs. While in the case of industrially kept pigs, the third factor (factors related to health awareness) that were taken into account in the purchase proved to be the most important for men with a secondary education.
JEL Code: I12, M31
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Determinants of consumers’ purchase intention for local organic food in Urban Sri Lanka
70-78Views:345Organic food marketing has currently become one of the most developing markets around the world, including Sri Lanka. Thus, the main aim of this study was to recognize the determinants of the purchase intention for local organic food among urban Sri Lankans. A consumer survey was conducted covering capital cities of six urban districts in Sri Lanka; Colombo, Galle, Gampaha, Kandy, Kurunegala, and Rathnapura using a sample of 600 consumers, from December 2016 to May 2018. Out of the 600 consumers, only 114 were purchasing organic food by that time, and those 114 consumers were chosen as the sample for this study. Descriptive statistics, principal component analysis, and multiple linear regressions were used as data analysis techniques. According to the results, majority of the respondents belongs to the 31-45 year age category. While most respondents had an education up to GCE Advanced Level, significant percentages of respondents were educated up to graduate and post-graduate levels. Also, most of the respondents received a monthly total income in between Sri Lankan Rupees 85,001 and 162,000 (approximately US dollars 473 – 900). Although one-fourth of the consumers are purchasing organic food at that time, a higher number is willing to buy them in future. As per the principal component analysis, health and environment consciousness, certification of organic food, marketing aspects of organic food, common parameters of organic food, awareness on the value of organic food, and market availability of organic food were the extracted determinants. The results of multiple linear regressions revealed that market availability, common parameters of organic food, and health and environment consciousness are the dominating variables of the purchase intention of organic food consumers. Thus, expanding the market conditions for organic food, establishing a better marketing system, conducting effective food awareness programs, and value addition for organic food are the identified timely essential recommendations.
JEL CODE: Q13, Q19
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