title: S-shape relationship between customer satisfaction and willingness to pay premium prices for high quality cured pork products in Spain.
abstract: This paper explores 2 different probabilistic models explaining willingness to pay premium prices for high-quality cured products from the swine industry. Seven cured pork products (sausage, fuet, ham, loin, shoulder, salami and pepperoni) were studied in 9 food-stores in Valladolid, Spain. Consumers of the products were interviewed (686 completed surveys). It was found by using mixed effect statistical models that the relationship between willingness to pay a premium price and customer satisfaction had nonlinear behavior, following an S-shape with inverted slope which was the first empirical evidence of this type of behavior in meat products in real market conditions. It was also established that the interaction between satisfaction and current expenditure on the product was significant and indispensable for explaining consumers' willingness to pay premium price for cured pork products.
authors: Universidad Nacional de Colombia, Ciudad Universitaria, Edificio 561, Bogotá D.C., Colombia. acotest@unal.edu.co
authors: Alejandro
authors: A
authors: Cotes-Torres
authors: Pablo A
authors: PA
authors: Muñoz-Gallego
authors: José Miguel
authors: JM
authors: Cotes-Torres
mesh_terms: D000818:Animals; D003132:Commerce / Q000191:economics*; D003258:Consumer Behavior / Q000191:economics*; D019649:Food Industry; D006801:Humans; D007407:Interviews as Topic; D008460:Meat / Q000191:economics*; D013030:Spain; D011795:Surveys and Questionnaires; D013552:Swine; D013649:Taste