@article{Kirsten:125764,
      recid = {125764},
      author = {Kirsten, Johann F. and Vermeulen, Hester and Van Zyl,  Karlien and Du Randt, Gerrie and Du Plessis, H. and  Weissnar, Tessa},
      title = {The economic potential for an origin based marketing and  certification system for a meat product in South Africa:  Perceptions, preferences, and experiments.},
      address = {2012},
      number = {1007-2016-79783},
      year = {2012},
      abstract = {The difference between hypothetical and real values when  evaluating consumers’ preferences (termed ‘hypothetical  bias’) has received significant attention in scientific  literature, as the outcome of this bias is often an  overestimation of willingness to pay (WTP) values. This is  the main focus of this paper as we unpack South African  consumers’ perceptions and preferences for an origin based  meat product through a set of different methodologies.  These different approaches (sensory analysis, perception  analysis, conjoint analysis, experimental auction and an  in-store experiment) are all employed to illustrate the  ‘hypothetical bias’ but also to establish beyond any doubt  the market potential for a specific origin based meat  product and also to test the consumers’ willingness to pay  a premium, and the range of the premium obtained from  different methodologies. This paper presents the results of  a number of studies applying different methods related to  the same product but with different groups of consumers in  different locations. The different results suggest that  there is sufficient evidence that suggest that the regional  identity of the product is important. It is further also  evident that the various willingness to pay estimates  presented different results. It is however clear that the  stated preference methods confirm the hypothesis that  consumers recognise the reputation of the product and will  be willing to pay premium. This conclusion is strengthened  by the positive results from the stated preference methods  (the experimental auction and in-store experiment).  Together these results present a strong case for the  marketing potential of origin based mutton / lamb which  could sell at a price premium similar or slightly higher  than comparable existing luxury and niche lamb brands on  the South African market.},
      url = {http://ageconsearch.umn.edu/record/125764},
      doi = {https://doi.org/10.22004/ag.econ.125764},
}