Advanced Search
MyIDEAS: Login to save this paper or follow this series

The Overall Significance of Attributes and Attributes’ Levels on Fresh Fruit Choice

Contents:

Author Info

  • Groot, Etienne
  • Albisu, Luis Miguel

Abstract

Fresh fruits are always recommended as ingredients in healthiest diets. However, there is a tendency for consumers to move their consumption towards transformed fruits, which are integrated in many food products. Quite commonly fresh fruits are difficult to handle and store but they also do not have regular quality when they reach consumers. There are many other elements besides the physical characteristics, which are very important for consumers, and they can be promoted through marketing actions. It is very important to understand why consumers make elections of fresh fruits in order to increase their consumption. The aim of this study is to understand how consumers make their purchasing choices based on the most important peaches’ attributes and levels. In Spain there are 20 fruits with the Protected Designation of Origin (PDO) label. Among those PDOs, only one brand certifies the peaches’ origin and it is called “Calanda Peaches”. This fruit has been selected to test several hypotheses about consumers’ fruits choice. The survey collects information from questionnaires applied to PDO Calanda peaches` consumers that were attending two hypermarkets in Zaragoza city, in 2009. An attribute‐level best‐worst experiment was undertaken, respondents stated the most and the least important characteristic in their purchasing. Each characteristic, or alternative, is an attribute associated to a level of that attribute. In our case, nine hypothetical products were presented from different combinations of 4 attributes, with 3 levels in each attribute, (price: 1.2 €/kg, 2.4 €/kg and 3.6 €/kg; origin: PDO Calanda, non PDO Calanda and non Calanda; packaging: bulk, conventional packaging and active packaging; and fruit size: small, medium and big) to allow main effects estimation. Data were analysed using Weighted Least Squares (WLS) by in Best‐Worst Paired (BWP) and Best‐Worst Marginal (BWM) methods. Both models allow the attribute and attribute’s levels impact estimation on consumer purchase decision. They also have similar measurement properties, but as Paired models have more observations per respondent, they present smaller standard errors. Results show that both models have good performance. Consumers give different weights to the attributes when they buy peaches. There is an overriding influence of the origin especially for the attribute‐level Calanda in comparison with the rest.

Download Info

If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
File URL: http://purl.umn.edu/100469
Download Restriction: no

Bibliographic Info

Paper provided by International European Forum on Innovation and System Dynamics in Food Networks in its series 2010 Internatonal European Forum, February 8-12, 2010, Innsbruck-Igls, Austria with number 100469.

as in new window
Length:
Date of creation: Oct 2010
Date of revision:
Handle: RePEc:ags:iefi10:100469

Contact details of provider:
Web page: http://www.fooddynamics.org/

Related research

Keywords: peaches; Protected Designation of Origin (PDO); consumer behaviour; market segments; attribute levels best‐worst experiment; Agribusiness; Agricultural and Food Policy; Farm Management; Food Consumption/Nutrition/Food Safety; Marketing; Production Economics; Research Methods/ Statistical Methods;

This paper has been announced in the following NEP Reports:

References

No references listed on IDEAS
You can help add them by filling out this form.

Citations

Lists

This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

Statistics

Access and download statistics

Corrections

When requesting a correction, please mention this item's handle: RePEc:ags:iefi10:100469. See general information about how to correct material in RePEc.

For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (AgEcon Search).

If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

If references are entirely missing, you can add them using this form.

If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

Please note that corrections may take a couple of weeks to filter through the various RePEc services.