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dc.contributor.advisorRickertsen, Kyrre
dc.contributor.authorArdebili, Aida Tabarroky
dc.coverage.spatialIran, Teheran provincenb_NO
dc.date.accessioned2017-10-04T12:38:50Z
dc.date.available2017-10-04T12:38:50Z
dc.date.issued2017
dc.identifier.urihttp://hdl.handle.net/11250/2458419
dc.description.abstractAn increasing interest and growth potential has emerged for Norwegian salmon in Iran’s seafood market. Willingness to pay (WTP) for Norwegian salmon, Iranian rainbow trout, and Iranian narrow-barred Spanish mackerel is estimated for seafood consumers in Iran. Marginal effects of taste, convenience, nutrition, and demographic factors on WTP, are also estimated. A survey among 359 food shoppers was conducted in Tehran province, employing a Multiple Price List (MPL) and a stated preferences method. Based on this survey, estimated WTP for Norwegian salmon is $12.54, which is almost half of its current price in the market. The results indicate that WTP for Norwegian salmon is higher among high-income groups; and also taste, nutrition, and consumption frequency can increase this WTP up to $17.45. This implies that businesses can take advantage of the existing opportunities for Norwegian salmon among Iranian seafood consumers by increasing their WTP and balancing the prices accordingly. Differentiating Norwegian salmon with respect to its attributes, and using local seafood stores in wealthy regions as the distribution channel, are the suggested strategies for development of the consumption of Norwegian salmon among Iranian seafood consumers.nb_NO
dc.language.isoengnb_NO
dc.publisherNorwegian University of Life Sciences, Åsnb_NO
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 Internasjonal*
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/deed.no*
dc.subjectStated preferencesnb_NO
dc.subjectMultiple Price List (MPL)nb_NO
dc.subjectWillingness to Pay (WTP)nb_NO
dc.subjectConsumer preferencesnb_NO
dc.subjectSeafood marketsnb_NO
dc.titleIranian seafood consumers’ willingness to pay for fresh fishnb_NO
dc.typeMaster thesisnb_NO
dc.description.versionsubmittedVersionnb_NO
dc.subject.nsiVDP::Social science: 200nb_NO
dc.subject.nsiVDP::Agriculture and fishery disciplines: 900nb_NO
dc.source.pagenumber50nb_NO
dc.description.localcodeM-ECONnb_NO


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Attribution-NonCommercial-NoDerivatives 4.0 Internasjonal
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