Market appeal of Hawaiian koa wood product characteristics: a
Transcription
Market appeal of Hawaiian koa wood product characteristics: a
Market appeal of Hawaiian koa wood product characteristics: a consumer preference study E.C. Lowell, PNW Research Station J. Wiedenbeck, Northern Research Station K. Wilson, J.B. Friday, C. Chan University of Hawaii 1 2 Why? University of Hawaii Manoa Art Class 2012 Assignment: combination shoe rack and bench 3 “Although the market value of the young-growth koa products has not been determined, most of the smaller pieces would sell at prices slightly less than old growth. Furniture pieces would sell for closer to 50% of old-growth prices.” Woodworker quote 4 Important attributes: color heartwood sapwood SWST 58th International Convention, June 2015, Jackson, WY 5 Important attributes: figure 6 Color and Figure http://www.fogelvik.com/Dressers_pages/de_dresser.html 7 Survey goal: Determine how consumers value color and figure (curl) in koa wood products Application: Help foresters design sustainable forestry practices to ensure koa is available for future generations – both in the forests and in their homes SWST 58th International Convention, June 2015, Jackson, WY 8 9 Experimental design Attributes Price per bowl Color of bowl Figure of bowl $400 Light Not Curly $500 Medium Curly $600 Dark Levels $700 10 V1Q3. If these koa bowls were your only options, which would you choose? V2Q3. If these koa bowls were your only options, which would you choose? Attribute Option A Option B Option C Figure Curly Curly Not curly Color Dark Medium Light Price $700 $400 $600 Option A Option B Option C Figure Curly Not curly Not curly Color Medium Dark Light Price $500 $600 $400 Attribute 11 SWST 58th International Convention, June 2015, Jackson, WY 12 13 14 Respondent age distribution Age 16% 11% 18 to 29 10% 30 to 39 40 to 49 9% 50 to 59 60 to 69 35% 70 and above 19% SWST 58th International Convention, June 2015, Jackson, WY 15 Respondent income distribution Annual household income 14% $29,999 and below $30,000 to $39,999 9% 47% $40,000 to $49,000 3% $50,000 to $59,000 $60,000 to $69,000 9% $70,000 to $79,000 $80,000 to $89,000 7% $90,000 and up 9% 2% 16 Part worth utility scores Attribute Class 1 (32%) Class 2 (42%) Class 3 (27%) Price: -0.397* -0.025 -0.189* Color: Light -0.158 1.458* -0.144 0.166 0.561* 0.406* -0.009 -2.019* -0.262* -1.187* -0.831* 0.243* 1.187* 0.831* -0.243* Medium Dark Figure: Non-curly Curly * significant at the p<0.05 level 17 Attribute importance Attribute Class 1 Class 2 Class 3 Price 30.6 % 1.5 % 33.0 % Color 8.3 % 66.6 % 38.8 % Figure 61.0 % 31.9 % 28.2 % 18 Maximum PriceWillingness Respondentsto would pay Pay for their Favorite Koa Bowl 6% 27% $100 Less than 100 12% $100 to $199 $200 to $299 13% $300 to $399 $400 to $499 21% $500 or more 21% 19 What’s Next? Additional surveys were conducted at: • shopping malls (locals) • tourist destination – hiking trail 20 Jan Wiedenbeck, USDA FS - NRS Eini Lowell, USDA FS - PNW J.B. Friday, U. of Hawaii - Manoa 21 Thanks! [email protected] 22