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Irish consumer preferences for honey: a conjoint approach
- Murphy, M., Cowan, C., Henchion, M., O'Reilly, S.
- British food journal 2000 v.102 no.8 pp. 585-597
- consumers, consumer preferences, honey, texture, color, food prices, food packaging, small businesses, food marketing, market segmentation, Irish Republic
- The ideal honey profile for 153 Irish consumers of honey was one with a thick texture, a dark golden colour, made by a small-scale producer, at a price of IR pounds 1.95 and packaged in a 454g (1 lb.) plain glass jar. Least squares regression was used to estimate part worths for the conjoint analysis. Using the scale attribute as a basis for segmentation three distinct segments were identified. Market simulation experiments simulated market shares for 11 products; the ideal products for each segment (three in total), two existing mass-produced honeys, four from small-scale local farm producers and one from a farm producer produced on a larger scale. The first cluster was the least price sensitive, with the most important attribute being small-scale producer source. Mass produced honeys had a very small market share in this segment. The second cluster was distinguished by deriving a high utility from a light-coloured honey. Again mass-produced honeys had the smallest market share. In the first two clusters, in addition to some of the ideal products, honey/s from small-scale producers had high market shares. The third cluster was the most price sensitive and the mass-produced honeys commanded their largest market share in this segment. This segment also derived the highest utility of all segments from a honey produced on a mass scale. The results show that adjusting pricing and promotional approaches could increase market share for honey producers.