Bosworth, Ryan C.; Bailey, DeeVon; Curtis, Kynda R. - Australian Agricultural and Resource Economics Society … - 2013
A shopper survey was conducted to determine willingness to pay for ice cream with different labels. A statistical … product , and 4) a national brand product. The results suggested that brands affect willingness to pay for ice cream. However …, shoppers were willing to pay a significant positive amount more for ice cream with the local designations. …