IDEAS home Printed from
   My bibliography  Save this paper

The Importance of Apple attributes: A Comparison of Self-explicated and Conjoint Analysis Results


  • Markovina, Jerko
  • Kovacic, Damir


the goal of this article was to determine the importance of apple attributes using two research techniques – self-explicated procedure and conjoint analysis. Research was conducted on a sample of 426 consumers of apples in Zagreb, Croatia. The results of self-explicated and conjoint analysis procedures revealed differences in ranking of apple attributes regarding their importance. It is demonstrated that conjoint analysis gives more detailed results and that it is not influenced by respondents’ tendency to give socially acceptable answers. The results of conjoint analysis also give more information for the producers of apples who can use them to create a product that matches consumers’ wishes.

Suggested Citation

  • Markovina, Jerko & Kovacic, Damir, 2008. "The Importance of Apple attributes: A Comparison of Self-explicated and Conjoint Analysis Results," 2008 International Congress, August 26-29, 2008, Ghent, Belgium 44401, European Association of Agricultural Economists.
  • Handle: RePEc:ags:eaae08:44401

    Download full text from publisher

    File URL:
    Download Restriction: no

    References listed on IDEAS

    1. Manalo, Alberto B., 1990. "Assessing The Importance Of Apple Attributes: An Agricultural Application Of Conjoint Analysis," Northeastern Journal of Agricultural and Resource Economics, Northeastern Agricultural and Resource Economics Association, vol. 19(2), October.
    Full references (including those not matched with items on IDEAS)

    More about this item


    apple; conjoint analysis; self-explicated method; Demand and Price Analysis;

    NEP fields

    This paper has been announced in the following NEP Reports:


    Access and download statistics


    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ags:eaae08:44401. 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). General contact details of provider: .

    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 CitEc recognized a reference but did not link an item in RePEc 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 RePEc Author Service 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.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.