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
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Why?
University of Hawaii Manoa Art Class 2012
Assignment: combination shoe rack and bench
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“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
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Important attributes:
color
heartwood
sapwood
SWST 58th International Convention, June 2015, Jackson, WY
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Important attributes:
figure
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Color and Figure
http://www.fogelvik.com/Dressers_pages/de_dresser.html
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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
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Experimental design
Attributes
Price per bowl
Color of bowl
Figure of bowl
$400
Light
Not Curly
$500
Medium
Curly
$600
Dark
Levels
$700
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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
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SWST 58th International Convention, June 2015, Jackson, WY
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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
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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%
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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
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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 %
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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%
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What’s Next?
Additional surveys were conducted at:
• shopping malls (locals)
• tourist destination – hiking trail
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Jan Wiedenbeck, USDA FS - NRS
Eini Lowell, USDA FS - PNW
J.B. Friday, U. of Hawaii - Manoa
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Thanks!
elowell@fs.fed.us
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