Factors Determining the Prices of Orange Juice Products: A Hedonic Price Analysis (in Thai)
This paper analyzes factors determining the prices of orange juice products. The data of different orange juice products is collected from a discount store during November 2007 - January 2008. The hedonic price model is applied in the analysis. The results show that the negative factors determining the prices were: high concentration level, sugar level, juice sac addition, plastic bottle and plastic cub containers, and Brook, Hay Ha, and Hawaii brands. Meanwhile the positive factors were: medium concentration level, nutrition information, type of oranges, glass bottle container, level of shelving, and Chaba, Unief, and Moku Moku brands. The results indicate that consumers paid premium prices for some attributes, i.e. purchasing convenience, nutrition information, and brands.
Keywords: hedonic price model, orange juice products
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