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Product Label Certification and Retail Format: Is There Evidence of a Multiplicative Effect on Consumer’s WTP?

  • This thesis analyzes the effects that product label certification of Fairtrade products and the retail format where they are bought by consumers (Supermarkets vs. Discounters) have on the Willingness-to-Pay (WTP) of common grocery store goods. The thesis builds on data obtained from an online-conducted survey where participants had to respond if a determined price point was deemed as cheap or expensive to them and based on the average reaction times of their answers we determined the individual WTP. Two-way ANOVA analysis were performed with this data and some interesting findings were discovered: while a difference can be observed in consumers WTP for goods depending on the retail environment where they are acquired, there is no evidence of multiplicative effect of product labeling and retail format.

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Author:Rodrigo Alejandro Portillo Melara
Advisor:Kai-Markus Müller
Document Type:Master's Thesis
Year of Completion:2023
Granting Institution:Hochschule Furtwangen
Date of final exam:2023/02/24
Release Date:2023/02/22
Tag:Pricing; Product labels; Retail format; WTP; Willingness to pay
Degree Program:MBA - International Business Management
Functional area:Business Strategy
Licence (German):License LogoUrheberrechtlich geschützt