Oral #45: Drew Kiel – How Branding Influences Our Willingness to Pay for Necessity Products

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Faculty mentor: Abbie Griffin

My research investigates relationships between some core marketing tactics and consumer willingness to pay – specifically for necessity products. These relationships including branding, distributional availability, environmental consciousness, and health consciousness. The research was conducted by looking at willingness to pay for bottled water using a conjoint survey and surveying University of Utah students. It was determined that branding impacts willingness to pay, but the other’s don’t.

Watch my research presentation below.
Questions or comments? Contact me at: drewrkiel@gmail.com

View my Presentation Slides HERE


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