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Customer preferences heterogeneity toward avocado: a latent class approach based on the best–worst scaling choice modeling

Author

Listed:
  • Nicole Roberta Giuggioli

    (University of Turin)

  • Valentina Maria Merlino

    (University of Turin)

  • Antonina Sparacino

    (University of Turin)

  • Cristiana Peano

    (University of Turin)

  • Danielle Borra

    (University of Turin)

  • Stefano Massaglia

    (University of Turin)

Abstract

Consumption of the avocado fruit and its availability in the retail market has increased in recent decades and with it the desire to learn more about the market and consumer choices. This research aims to explore the consumers' preference heterogeneity toward avocado fruit in Italy assessing their personal eating orientation and socio-demographic factors. To achieve this purpose, the answers of 817 Italian consumer of avocado were collected using a structured questionnaire shared online at national level. A survey based on the best–worst method was conducted to assess the declared preferences of individuals toward a set of intrinsic, extrinsic and credence attributes of avocado, as well as a latent class analysis of subject preferences indexes was applied to identify different clusters of individuals. The distribution of preferences indexes was investigated among latent classes, which were regressed on the socio-demographic variables covariates using multinomial logistic regression. The results suggest that the desirable attributes for choosing avocado were taste, consistency (ready to eat) and affordable price. In addition, five consumer profiles in the Italian context were defined (named Hedonistic, Avocado fruit lovers, Sustainability sensitive, Value for money and Health sensitive) and characterized in terms of preferences and socio-demographic features. The study addresses a topic that has already been explored, but with an unexploited approach (latent class analysis combined with best–worst choice modeling). Therefore, the results help fill the gap in the existing literature by enriching it with a study that characterizes avocado consumers' preferences considering their heterogeneity in terms of perception and socio-demographic characteristics.

Suggested Citation

  • Nicole Roberta Giuggioli & Valentina Maria Merlino & Antonina Sparacino & Cristiana Peano & Danielle Borra & Stefano Massaglia, 2023. "Customer preferences heterogeneity toward avocado: a latent class approach based on the best–worst scaling choice modeling," Agricultural and Food Economics, Springer;Italian Society of Agricultural Economics (SIDEA), vol. 11(1), pages 1-19, December.
    • Handle: RePEc:spr:agfoec:v:11:y:2023:i:1:d:10.1186_s40100-023-00289-0
    DOI: 10.1186/s40100-023-00289-0
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    References listed on IDEAS

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    1. Meyerding, Stephan G.H. & Bauchrowitz, Alexander & Lehberger, Mira, 2019. "Consumer preferences for beer attributes in Germany: A conjoint and latent class approach," Journal of Retailing and Consumer Services, Elsevier, vol. 47(C), pages 229-240.
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    3. Marco Lerro & Giuseppe Marotta & Concetta Nazzaro, 2020. "Measuring consumers’ preferences for craft beer attributes through Best-Worst Scaling," Agricultural and Food Economics, Springer;Italian Society of Agricultural Economics (SIDEA), vol. 8(1), pages 1-13, December.
    4. Claudia Bazzani & Geir W Gustavsen & Rodolfo M Nayga & Kyrre Rickertsen, 2018. "A comparative study of food values between the United States and Norway," European Review of Agricultural Economics, Oxford University Press and the European Agricultural and Applied Economics Publications Foundation, vol. 45(2), pages 239-272.
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