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Abstract
The demand for tridacnid clams in the aquarium industry is expected to increase. Conjoint analysis was used in this paper to estimate the value of size and color enhancement for Tridacnu derasa to aquarium distributors in Hawaii. The preferences of the 26 distributors fell into three different groups. Nine preferred larger, enhanced clams, six preferred smaller, enhanced clams and eleven distributors preferred enhanced clams with no regard for size. The distributor's size, type of product and marketing influenced his or her preferences. Conjoint analysis can be used to determine the value of a product's characteristics to various market segments, but careful attention must be paid to the design of the experiment used to elicit the stated preferences of participants.