THE IMPACT OF FOOD PRODUCT CHARACTERISTICS ON CONSUMER PURCHASING BEHAVIOR: THE CASE OF FRANKFURTERS

Abstract

Consumers purchase different foods with differing characteristics. These reasons undoubtedly extend beyond prices to include taste, convenience, and the presence or absence of nutrients. Mandatory food product labeling now provides information on nutrients in food products. However, survey data indicates that consumers value taste more highly than nutrition when they purchase food, at least for some food products. This study employs hedonic price analysis to demonstrate that consumers value taste more than nutrition when they purchase frankfurters.Consumer/Household Economics,