An Estimation Willingness to Pay of Consumers for Increasing Quality of Bread in 2007 (Case Study of Isfahan City)

This paper uses contingent valuation method and Iterative Bidding Game Technique for assessing willingness to pay of breads consumers for increasing quality of various kinds of bread in Isfahan over the year of 1386. For this purpose we compiled a questionnaire and randomly filled by 1112 persons who were coming back from bakery. The results show that there is willingness to pay for increasing quality of various kinds of a loaf of bread (to approach quality of bread to the confirmable quality of hygiene experts). This willingness to pay for increasing quality of Barbari bread is around 100 rials, for Tanuri breade is around 75 rials, for Khanegi-Mashini bread is around 90 rials, for Ghopi breade is around 95 rials, for Mashini bread is around 60 rials, for Nime Hajim bread is around 170 rials. The consumers don’t tend to pay more money for increasing quality of Sangak bread. Furthermore, according to composite commodity theorem, we can consider various kinds of bread as a unit good and the study shows that consumers tend to pay about 37% of increased price of bread relative to current price of bread (price of 1386) for increasing quality of bread as whole.