Consumer Perception on Hero Honda Bikes

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ANALYSIS OF CONSUMER PERCEPTIONS TOWARD BIOTECHNOLOGY
AND THEIR PREFERENCES FOR BIOTECH FOOD LABELS
A Thesis
Submitted to the Graduate Faculty of the
Louisiana State University and
Agricultural and Mechanical College
in partial fulfillment of the
requirements for the degree of
Master of Science
in
The Department of Agricultural Economics
And Agribusiness
By
St. Everald A. Mclennon
B.S. Louisiana State University, 1999
December, 2002
ii
ACKNOWLEDGEMENTS
It is my pleasure to express my appreciation to, and respect for my major professor, Dr. R. Wes Harrison. I acknowledge his patience, helpful guidance, and support throughout the course of my study. I must also extend gratitude to my committee members, Dr. Roger Hinson, and Dr. Lynn Kennedy for all their contribution throughout my thesis development and completion.

Special thanks is also extended to my fellow graduate students, April, Deacue, Noro, Dwi, Manuel, and Pramod. My friends from Jamaica are also worth mentioning. They have supported me in numerous ways, which help me in the completion of my thesis. Barbara, Natalee, Tanieka, Nickonor, and my roommate Anserd, thank you very much.

Finally, my most sincere gratitude goes to my family. My parents, Noel and Neita Mclennon, brothers Reagon, Noel and Jason, and my sister Wendy. They have been my greatest strength and support. They believed in me, shared my dream, prayed for me and equipped me with the necessary tools to successfully complete my masters program. iii

TABLE OF CONTENTS
ACKNOWLEDGEMENTS………………………………………………………….…..ii LIST OF TABLES…………………..……………………………………………….…..v LIST OF FIGURES…....…..…………………………………………………………….vi ABSTRACT………...……………………………………………………………….….vii CHAPTER 1. INTRODUCTION……..…………………………………………….…....1 Problem Statement…..…………………………………………………………………....6 Statement of Research Objectives and Questions..…………..…..…………………….…7 Specific Objective 1……………………………………………………………….7 Specific Objective 2..…..………………………………………………………….7 Specific Objective 3……………………………………………………………….8 Organization of Study…....………………………………………………………..………8 CHAPTER 2. LITERATURE REVIEW…...…………………………………………….9 Economics of Labeling.…….…….……………………………………………………...17 CHAPTER 3. REVIEW OF CONJOINT ANALYSIS THEORY…………………… 20 Introduction……… ..…..……………………………………………………………….20 Conjoint Analysis…………………………………………………………………20 Preferences and Utility……………………………………………………………22 The Composition Rule….…………………………………………………………23 Data Collection……………………………………………………………………25 Methodology.…………..………………………………………………………………. 25 Attribute and Level Generation…………………………………………………...26 Focus Group Discussion…………………………………………………………..27 The Experimental Design. …….………………...…………………………………….. 31 Data Collection….………………………………………………………………………34 Survey Design and Implementation……………………………………………….34 Questionnaire……………………………………………………………………...35 Model Specification …………………………………………………………………….37 Model I…………………………………………………………………………….38 Model II…………………………………………………………………………. 40 CHAPTER 4. RESULTS….…………………………………………………………….41 Introduction……………………………………………………………………………..41 Survey Response Rate…………………………………………………….……….41 Descriptive Statistic of Sample…………………………………………………....42 Consumer Awareness and Perceptions of Biotech Foods……………………….. .42 iv

Consumer Perception of Biotechnology…………………………………………..48 Mandatory or Voluntary Labeling………………………………………………. .48 Purchase of Biotech Foods…………………………………………………..……51 Consumer Use of Food Labels…………………………………………………. ..52 Conjoint Model Results….………..……………………………………………………..54 Relative Importance of Attributes……………………………………………….. 57 Model II…………………………………………………………………………...58 CHAPTER 5. SUMMARY AND CONCLUSIONS...…………………………………..61 Statistical Results………………………………..…………………………………63 Implications…….……………………………….………………………………….64 Limitations and Future Research….…………….………………………………….65 REFERENCES………………………………………..…………………………………66 APPENDIX: QUESTIONNAIRE AND COVER LETTERS …………..…………….70 VITA……………………………………………………………..………………………80 v

LIST OF TABLES
3.1 Attributes and their...
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