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Evaluacion de preferencias hacia las mandarinas en el mercado britanico. Aplicacion de las subastas Vickrey

  • Martinez-Carrasco, Laura
  • Vidal, Fernando
  • Poole, Nigel D.

El presente trabajo tiene como objetivo analizar las preferencias de los consumidores británicos hacia cinco variedades de mandarinas (dos de ellas españolas) en tres condiciones de información diferentes: inspección visual, pelado y cata. Se aborda por tanto el proceso de compra desde dos perspectivas: antes y después de experimentar el producto, y considerando tanto atributos de búsqueda como atributos de experiencia. Se pretende asimismo estudiar las posibilidades de mercado de las variedades españolas en el mercado británico. La metodología empleada ha sido la subasta experimental Vickrey de segundo precio con dos tratamientos experimentales: la mitad de los grupos realizó una valoración hedónica de las frutas antes de emitir las pujas, mientras que la otra mitad sólo emitió las pujas. Los principales resultados son: (1) importantes cambios en la valoración y en la disposición a pagar (DAP) por las mandarinas conforme se avanza en el proceso de compra-consumo; (2) un comportamiento de apuestas similar en ambos grupos experimentales, (3) la jugosidad, dulzor y acidez son los atributos de las mandarinas más correlacionados con la valoración global de las mandarinas; (4) las variedades españolas alcanzan una alta valoración, pero sólo tras la cata. La principal recomendación a los productores citrícolas españoles es la de encontrar una vía para comunicar la excelencia de las mandarinas españolas en determinados atributos de búsqueda, que no se pueden evaluar por inspección visual, pero que son muy importantes en la valoración post-compra del producto. Consumer preferences for mandarins in the UK market: a Vickrey auction approach ABSTRACT The objective of this work is to analyse British consumer preferences towards five varieties of mandarins (two of them from Spain) under three different information conditions: visual inspection, peeling and consumption. Therefore, the paper deals with the purchase process from two perspectives: before and after experiencing the product and considering both search and experience attributes. Besides, it is intended to study the market possibilities of the Spanish varieties in British market. The research employed the second price Vickrey experimental auction method using two treatments applied to different subgroups of the total sample. Half of the groups evaluated the fruit characteristics at each stage of the experimental process before making the auction bids while the other half of the groups offered bids without giving an evaluation of the fruit. Main results are: (1) significant changes in evaluation and willingness to pay for mandarins as consumer move forward the purchase-consumption process, (2) both experimental groups behaved similarly, (3) juiciness, sweetness and acidity are the attributes most closely correlated with the overall evaluation of the different varieties, (4) Spanish varieties are well evaluated, but only after consumption. The main recommendation for Spanish citrus producer is to find a way to communicate Spanish mandarin excellence in some search attributes, which cannot be evaluated by visual inspection, but are significant at post-purchase valuation.

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Article provided by Spanish Association of Agricultural Economists in its journal Economia Agraria y Recursos Naturales.

Volume (Year): 06 (2006)
Issue (Month): 11 ()

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Handle: RePEc:ags:earnsa:8004
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