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Choice Experiments’ Findings: A Tool for Fruit Agribusiness Managers’ Decision Making

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  • Gallardo, Rosa Karina

Abstract

Choice experiment studies eliciting values for quality attributes provide relevant information to fruit agribusiness managers in various ways. First, it helps orchard managers to know if novel cultivars possess the attributes most valued by consumers. Second, it benefits warehouse and re-tail store managers to apply appropriate techniques to enhance fruit quality characteristics most appealing to consumers. Third, it is valuable for marketing managers to base their strategies on research-based information on consumers’ preferences. Results from a choice experiment showed that consumers were willing to pay $0.19, $0.16, $0.16, and $0.06 for a one unit increase in Anjou pears’ sweetness, texture, juiciness, and firmness liking scores, respectively.

Suggested Citation

  • Gallardo, Rosa Karina, 2011. "Choice Experiments’ Findings: A Tool for Fruit Agribusiness Managers’ Decision Making," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 14(3), pages 1-16, September.
    • Handle: RePEc:ags:ifaamr:114706
    DOI: 10.22004/ag.econ.114706
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    References listed on IDEAS

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    1. Zhang, Huifang & Gallardo, Rosa Karina & McCluskey, Jill J. & Kupferman, Eugene M., 2010. "Consumers' Willingness to Pay for Treatment-Induced Quality Attributes in Anjou Pears," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 35(1), pages 1-13.
    2. Carlsson, Fredrik & Martinsson, Peter, 2001. "Do Hypothetical and Actual Marginal Willingness to Pay Differ in Choice Experiments?: Application to the Valuation of the Environment," Journal of Environmental Economics and Management, Elsevier, vol. 41(2), pages 179-192, March.
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    4. Combris, Pierre & Pinto, Alexandra Seabra & Fragata, Antonio & Giraud-Heraud, Eric, 2007. "Does taste beat food safety? Evidence from the "Pera Rocha" case in Portugal," 105th Seminar, March 8-10, 2007, Bologna, Italy 7879, European Association of Agricultural Economists.
    5. Bhat, Chandra R., 1995. "A heteroscedastic extreme value model of intercity travel mode choice," Transportation Research Part B: Methodological, Elsevier, vol. 29(6), pages 471-483, December.
    6. John List & Craig Gallet, 2001. "What Experimental Protocol Influence Disparities Between Actual and Hypothetical Stated Values?," Environmental & Resource Economics, Springer;European Association of Environmental and Resource Economists, vol. 20(3), pages 241-254, November.
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    Cited by:

    1. Lilavanichakul, Apichaya & Boecker, Andreas, 2013. "Consumer Acceptance of a New Traceability Technology: A Discrete Choice Application to Ontario Ginseng," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 16(4), pages 1-26, November.
    2. Dila Ikiz & R. Karina Gallardo & Amit Dhingra & Seanna Hewitt, 2018. "Assessing consumers’ preferences and willingness to pay for novel sliced packed fresh pears: A latent class approach," Agribusiness, John Wiley & Sons, Ltd., vol. 34(2), pages 321-337, March.
    3. Valenciano, Jaime de Pablo & Manso, José Ramos Pires & Battistuzzi, Miguel Ángel Giacinti, 2017. "Drivers of the International Pear Market: A Panel data Approach," Agricultural Economics Review, Greek Association of Agricultural Economists, vol. 0(Issue 1), January.

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