How consumers assess the quality of external appearance of unshelled oysters in Japanese oyster bars: a conjoint analysis using a latent class model

Abstract

　Research was conducted on oyster consumers to evaluate their assessment of the quality of external appearance of unshelled oysters. The purpose was to support the product development process of unshelled oysters in an ever-maturing oyster bar market. On the basis of a conjoint analysis using a latent class model, we divided the respondents into three classes: Class 1 was reluctant to consume unshelled oysters and Class 2 was more active in consuming unshelled oysters. Regarding Class 3, the willingness to pay for common domestic unshelled oysters that were distributed to domestic oyster bars was estimated at 687 yen/unit (base price). Additionally, we estimated from the analysis that respondents in Class 3 preferred a slightly smaller body size in terms of shell fullness, and a larger shell (11 cm), although smaller shells (6.5 cm and 7.75 cm) were also acceptable. Further, the optimum ratio of height to length of the shell was estimated to be 1:1.5 (shell length: shell height) within this class. However, the body and mantle conditions were insignificant at all levels in all three classes.