Consumer Preferences for Private Label Brand vs. National Brand Organic Juice and Eggs: A Latent Class Approach

Many retailers have expanded and diversified their private label food product assortment by offering premium-quality products such as organic products. With price being identified the major barrier for purchases, could be a suitable more affordable alternative many consumers. While numerous studies examined consumer preferences food, very few incorporated concept of labels. This study addresses this research gap studying willingness to pay national brand using latent class model. Specifically, analyzes eggs orange juice effect branding versus label. Findings show heterogeneity in production method brand, with three segments based on both eggs. For eggs, about half consumers prefer production, whereas one-quarter clearly prefers organic, another quarter is indifferent production. juice, majority (75%) brand. In addition, one-third values