The aim of the present study is to better understand customer’s willingness to pay a price premium in the market for female’s stitched clothing and what sort of brand images can be used by a brand in order to achieve price premium. This study is based on quantitative survey of brand images...

This paper examines the market potential for fresh organic lettuce and water melon with a recently collected data on consumers from Kumasi metropolis of Ghana. Using a doublebounded dichotomous choice contingent valuation technique, consumer’s willingness to pay is estimated with a Tobit model...