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4426 J. Med. Plants Res. Table 2. Descriptive statistics of the surveyed consumers. Variable name Number/percent y No purchased: 329/70.4%, Purchased: 138/29.6% A1 Male: 242/51.8%, Female: 225/48.2% A2 Less than 29 years old: 78/16.7%, 30-39 years old: 98/21.0%, 40-49 years old: 90/19.3%, 50-59 years old: 97/20.8%, Over 60 years old: 104/22.3% A3 High school graduates and below: 248/53.1%, University graduates: 157/33.6%, Post graduates: 62/13.3% A4 Less than 4000 RMB: 143/30.6%, 4001-7000 RMB: 93/19.9%, 7001-10000 RMB: 78/16.7%, 10001-13000 RMB: 65/13.9%, More than 13001 RMB: 88/18.8% A5 Unmarried: 104/22.3%, Married: 363/77.7% A6 B1 B2 C1 C2 C3 C4 C5 D1 D2 D3 Civil servant and public institution personnel: 113/24.2%, Enterprise employee: 50/10.7%, Service industries personnel: 59/12.6%, Self employed: 88/18.8%, Freelance: 31/6.6%, Student: 41/8.8%, Others: 85/18.2% Very unimportant: 0/0%, Unimportant: 67/14.3%, No opinion: 106/22.7%, Important: 145/31.0%, Very important: 149/31.9% Very unimportant: 0/0%, Unimportant: 27/5.8%, No opinion: 122/26.1%, Important: 212/45.4%, Very important: 106/22.7% Very unimportant: 3/0.6%, Unimportant: 18/3.9%, No opinion: 63/13.5%, Important: 241/51.6%, Very important: 142/30.4% Very unimportant: 11/2.4%, Unimportant: 43/9.2%, No opinion: 72/15.4%, Important:198/42.4%, Very important: 143/30.6% Very unimportant: 40/8.6%, Unimportant: 66/14.1%, No opinion: 98/21.0%, Important: 154/33.0%, Very important:109/23.3% Very unimportant: 72/15.4%, Unimportant: 111/23.8%, No opinion: 107/22.9%, Important: 108/23.1%, Very important: 69/14.8% Very unimportant: 84/18.0%, Unimportant: 103/22.1%, No opinion: 112/24.0%, Important: 92/19.7%, Very important: 76/16.3% Very unimportant: 67/14.3%, Unimportant: 106/22.7%, No opinion: 145/31.0%, Important: 97/20.8%, Very important: 52/11.1% Very unimportant: 23/4.9%, Unimportant: 97/20.8%, No opinion: 165/35.3%, Important: 109/23.3%, Very important: 73/15.6% Very unimportant: 46/9.9%, Unimportant: 89/19.1%, No opinion: 99/21.2%, Important: 120/25.7%, Very important: 113/24.2% Variables of the model are evaluated as: A1 gender, A2 age, A3 education, A4 household monthly income, A5 marital status, A6 profession, B1 consumer attitudes of health functions, B2 consumer attitudes of active ingredient content, C1 taste of the products, C2 brand image, C3 comparative purchasing behavior, C4 gifts, C5 package, D1 price, D2 place, D3 media advertisement. Table 3. The test results of consuming model of C. sativus. Variable name Coefficient Standard error Wald test df Significance Exp (B) A1 0.968 0.253 14.603 1 0.000** 2.634 A2 0.052 0.129 0.163 1 0.686 1.053 A3 0.360 0.245 2.150 1 0.143 1.433 A4 0.611 0.119 26.163 1 0.000** 1.842 A5 0.772 0.384 4.052 1 0.044* 2.164 B1 2.523 0.563 20.082 1 0.000** 12.469 B2 1.351 0.397 11.558 1 0.001** 3.862 C1 0.621 0.181 11.717 1 0.001** 1.861
Table 3. Contd. Hong et al. 4427 C2 -0.235 0.133 3.134 1 0.077 0.790 C3 -0.221 0.111 3.971 1 0.046* 0.802 C4 0.524 0.365 2.058 1 0.151 1.688 C5 -0.249 0.347 0.516 1 0.473 0.780 D1 -1.298 0.493 6.937 1 0.008** 0.273 D2 0.399 0.232 2.953 1 0.086 1.491 Constant -18.786 3.281 32.788 1 0.000 0.000 **, * indicate significance of the estimated non-zero coefficients 1 and 5%. gender can be an important part of the market segmentation in future research. Consumers' household monthly income has a significant positive impact on willingness to pay for C. sativus. The higher the household income is, the stronger the consumers' willingness to pay. As household income levels increase, the proportion of consumers to pay for C. sativus will rise. C. sativus is a non-necessity in daily life. Actually, it is currently considered the world's most expensive herbal medicine. Only the higher income level family can purchase it regularly. Consumers' marital status has a significant positive impact on willingness to pay for C. sativus. Married people are more willing to pay for C. sativus. Unmarried people lack the recognition of health functions of C. sativus, so it is not be included in their consumption expenditure. Different from unmarried people, married people pay more attention to health. Health expenditure accounts for a large proportion in their consumption expenditure. Married people have more willingness to pay for C. sativus. Consumers' attitude to health functions has a significant positive impact on willingness to pay for C. sativus. The dried stigmas of C. sativus have notable curative effects on promoting blood circulation by removing blood stasis, cooling blood detoxification, removing depression and anchoring mind. The more consumers care about health functions of C. sativus, the more it can stimulate their desire to pay for it. Consumer attitude of active ingredient content has a significant positive impact on willingness to pay for C. sativus. The main biologically active ingredient of C. sativus are crocins analogues (including crocin 1-4), a family of red-colored and water-soluble carotenoids. The more consumers care about active ingredient content of C. sativus, the more it can stimulate their desire to pay for it. Taste of C. sativus has a significant positive impact on willingness to pay for C. sativus. If consumers pay more attention to the taste of C. sativus, they are more willing to accept the product with a good taste. The C. sativus products including dried stigmas and extracts are mainly sold in the market. Their taste is not very good, with a slightly bitter taste. Technology can be used to adjust the taste to meet the consumers' demand. Consumers' comparative purchasing behavior has a significant negative impact on willingness to pay for C. sativus. The more discerning the consumers are, the more hesitating they are to pay for C. sativus. According to marketing theory, in the introduction period, advertisement focuses on developing consumers' awareness. In growth period, especially when the product is growing rapidly and transits to the maturity period, we should focus on cultivating consumers' understanding of the overall level of products. Only when consumers understand and accept the health functions of C. sativus, rather than purchase it as a novelty, will they have a positive response to the health products. Price of C. sativus has a significant negative impact on willingness to pay for C. sativus. Due to the high price, willingness to pay for C. sativus is reduced. Many consumers cannot afford such costly product. New agricultural production technologies should be adopted to improve the yield per unit area. Thus, the price of C. sativus can be cut down, enabling more consumers to pay for C. sativus. Based on the foregoing results, some policy implications are as follows: first, both government agencies and manufacturers should strengthen the propaganda of health function of C. sativus. The government should provide more information about C. sativus on the media, releasing relative scientific, objective. Thus, the degree of consumers' awareness and concern level regarding C. sativus can be improved. Secondly, the government should strengthen the supervision and regulation of the implementation of the project. Because of high price, there are many counterfeits in the market. The government should strengthen efforts to fight against counterfeiting, ensuring the stable development of the market. Thirdly, manufacturers should pay attention to the effect of consumers' personal characteristics on their purchase behavior, locate the target consumer rightly, choose appropriate marketing channels and advance marketing strategy for C. sativus. Finally, in the early stages of introduction period, the government should give more policy support such as providing financial credit at lowinterest rate, reducing tax, and offering subsidies. Conclusion In this study, we examined the impact of various factors
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B Journal of Medicinal Plants Resea
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Editors Prof. Akah Peter Achunike E
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Electronic submission of manuscript
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Fees and Charges: Authors are requi
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ences Table of Contents: Volume 6 N
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supplement of dietary minerals. The
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several studies. MO leaves ethanoli
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(Nandave et al., 2009). In ocular d
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Page 19 and 20: Table 1. Pa and Pi of PTK inhibitor
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Page 35 and 36: REFERENCES Hui et al. 4393 Figure 1
Page 37 and 38: en-indicycloethers have an antispas
Page 39 and 40: Table 2. Analysis of variance of yi
Page 41 and 42: Pirzad 4399 Table 3. Correlation co
Page 45 and 46: Table 1. Analysis of variance (ANOV
Page 47 and 48: A Figure 2. Shoot multiplication fr
Page 49 and 50: capacity could be a model for micro
Page 53 and 54: Table 1. 13 C-NMR data for compound
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Page 57 and 58: potent activity against the HepG2 c
Page 59 and 60: Lippia spp. using gas chromatograph
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Page 73 and 74: RESULTS Buncharoen et al. 4431 Tabl
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Page 79 and 80: Table 1. Herbal tea samples. Aboule
Page 81 and 82: Figure 2. Chloride levels in herbal
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Page 95 and 96: Table 1. Percentage yield extracts
Page 97 and 98: application of betalian pigment of
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