Willingness to pay for midwife-endorsed product: An Australian best-worst study

No Thumbnail Available
File version
Author(s)
Lahtinen, V
Rundle-Thiele, S
Adamsen, JM
Griffith University Author(s)
Primary Supervisor
Other Supervisors
Editor(s)
Date
2016
Size
File type(s)
Location
License
Abstract

This article examined the impact of midwife endorsement on stated choice preferences in one of the highest volume baby care product categories, diapers. An online survey was conducted testing 12 alternatives of which six were midwife endorsed. A total of 215 responses were analyzed using best–worst and multinomial logit modeling. Results indicate that package size, price, and brand are more sensitive predictors of stated choice preferences than midwife endorsement. Respondents were willing to pay 2.3% more for a diaper that was endorsed by midwives. These findings suggest that midwife endorsement should be pursued by health marketers.

Journal Title

Health Marketing Quarterly

Conference Title
Book Title
Edition
Volume

33

Issue

1

Thesis Type
Degree Program
School
Publisher link
Patent number
Funder(s)
Grant identifier(s)
Rights Statement
Rights Statement
Item Access Status
Note
Access the data
Related item(s)
Subject

Marketing

Marketing not elsewhere classified

Persistent link to this record
Citation
Collections