From farmers to the service marketplace: a choice experiment

This research contribution explores the results of a choice experiment developed within the market analysis activity contextualized in the project Pa.N.E. - Panem Nostrum Everyday - Nutrire Terdona, funded by the European Union and the Piedmont Region, and focused on the development and the promotion of an ancient wheat variety, Wheat San Pastore, by relying on a relatively new bread, Pane Grosso di Tortona, and related bakery products. The choice experiment, proposed with a paper-based questionnaire and after tasting the product, is aimed at evaluating the potential consumers’ willingness to purchase Pane Grosso, depending on the price level, the bread format and the distribution channel. In addition, socio-demographic and lifestyle variables are considered, as well as the characteristics consumers evaluate in making their bread purchase. The data collected through the questionnaire have been analyzed with a logit model. The results provide relevant insights related to the most promising distribution channels, the role of price, the preferred bread format, and suggest some interesting consumers segments to be targeted.