PREDICTING CONSUMER PREFERENCES FOR FRESH SALMON: THE INFLUENCE OF SAFETY INSPECTION AND PRODUCTION METHOD ATTRIBUTES
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A rank-ordered logit model is estimated using data collected by a mail survey of consumers in the northeastern and mid-Atlantic United States. The methodology, based on conjoint analysis, determines the average relative importance and value of three product attributes for fresh salmon (seafood inspection, production method, and price), and estimates the relative attractiveness of particular products to consumers. When used in combination with demographic data and responses to questions on perceptions, the analysis suggests market segmentations and potential marketing strategies based on the heterogeneity in preferences among consumers.