Agriculture economists study consumer buying preferences

In a recent experiment involving two organic food products and an environmentally friendly cleaning product temporarily added to the shelves at a local grocery store, consumers reflected the bias two Oklahoma State University agricultural economic researchers expected.

Among those findings, researchers are discovering that, for many reasons, people do not purchase what they say they will after being questioned about their personal shopping preferences.

For instance, a far larger number of consumers say they prefer to buy organic products than the number who actually buy organic, the local economic researchers found.  In the experiment, consumers were asked instead if they thought other people would buy the specific products.

The ongoing research of Bailey Norwood and Jayson Lusk, both economists with OSU¹s division of agriculture and natural resources in Stillwater, is aimed at helping to make products available that consumers actually prefer, as well as aiding in the shaping of governmental policy that affects how those products are produced and offered in the market.

“We try to predict what consumers would do in the marketplace,” Norwood said.

Norwood said the research also helps those in government who propose legislation for agriculture products by helping to predict the impact on consumers and producers.

With the assistance of a locally owned grocer, Lusk and Norwood proceeded to determine if their research could help correct a known bias in consumer research that shows people often say they will purchase a product if they feel they will “look good,” or if they feel it is the answer a surveyor expects.

The two scientists selected products for their research on the premise that consumers might use social consciousness in decision-making regarding purchases.  In this case, organic products fit that assumption.

“My purpose in doing this research is not to push a certain product or way of producing a product,” Lusk said.

Lusk said the research is designed to find out what consumers want and what their preferences are so that producers and policy makers can make better decisions.

“We’re scientists. We aren¹t advocating anything but better information,” Norwood said.

The experiment allowed Norwood and Lusk to determine that what a consumer says they feel someone else will purchase actually goes a long way in revealing what they personally are likely to buy. Correcting for that factor in marketing and consumer research should allow producers to better meet consumer needs, the two said.

Results of the study also should allow researchers to aide agricultural producers who are considering entering the expanding organic market.

Future research for the OSU agricultural economists may involve looking into product labeling, in particular, meat produced with “animal compassionate” labeling, as well as possible research over a new interest in producing meat products with higher omega 3 content.

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REPORTER/MEDIA CONTACT:
Janet F. Reeder
Communications Specialist
OSU Agricultural Communications Services
142 Printing Building
Oklahoma State University
Stillwater, OK 74078
Phone: 405-744-3651
Fax: 405-744-5739
E-Mail: janet.reeder@okstate.edu

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