Related Experiment Video
Updated: Feb 27, 2026

Methods for Presenting Real-world Objects Under Controlled Laboratory Conditions
Published on: June 21, 2019
Consumer willingness-to-pay for packaging and contents in Asian countries
Risa Kojima1, Masanobu Ishikawa1
1Kobe University, 2-1, Rokkodai-cho, Nada-ku, Kobe 657-8501, Japan.
Abstract:
This study was conducted using a hedonic pricing model to evaluate consumer preference for packaging and contents in five Asian countries: Japan, Indonesia, Singapore, Taiwan, and China. Results revealed that the marginal rate of substitution (MRS) of packaging for contents differs significantly among countries: 17.7 for Singapore, 8.58 for China, 2.71 for Taiwan, 1.65 for Japan and not significant for Indonesia. Share of Willingness-to-pay (WTP) for packaging accounted for 52.8% of the WTP for sales unit of a representative product in Japan and 46.2% in Taiwan, which were significantly higher than the results for Singapore (32.6%) and China (18.2%). Results showed that the higher the share of packaging in the WTP for a product, the higher the relative packaging weight per unit weight of contents. These results suggest that the relative demand for packaging to contents differs among countries. The results underscore the necessity of choosing suitable policy instruments and marketing strategies for different countries.
Related Concept Videos
Self-Esteem and Culture
Applications of Integration to Find Consumer Surplus
Decision Making: P-value Method
First, a specific claim about the population parameter is proposed. The claim is based on the research question and is stated in a simple form. Further, an opposing statement to the claim is also stated. These statements can act as null and alternative hypotheses: a null hypothesis would be a neutral statement while the alternative hypothesis can...
Convenience Sampling Method
Convenience sampling is a non-random method of sample selection; this method selects individuals that are easily accessible and may result in biased data. For example, a marketing...
Social Proof
Close Relationships and Culture

