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RESEARCH PRODUCT

Demand for french baguette: do BDM and real choice experiment give similar results?

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International audience; The aim of this study was to compare two non-hypothetical approaches commonly used to reveal consumer willingness to pay. The accordance between these two methods can be examined at an aggregate level by comparing demand curves. One hundred and seventy-seven participants tested 4 baguettes in each task. For the real choice experiment, participants were faced to 17 scenarios. In each scenario, consumers chose between the four baguettes at various prices and a „no purchase‟ option. To compare data obtained with both methods we estimated demand curves for each baguette. We observed small differences between demand for French baguette obtained with the BDM mechanism and the real choice experiment.