The overall significance of attributes and attributes’ levels on fresh fruit choice
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Date
2010
Authors
Groot, EtiénneAlbisu Aguado, Luis Miguel
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conferenceObjectAbstract
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.
Description
Keywords
Peaches, Protected Designation of Origin (PDO), Consumer behaviour, Market segments, Attribute levels best-worst experiment
Bibliographic citation
Groot, Etiénne; Albisu, Luis M. "The overall significance of attributes and attributes’ levels on fresh fruit choice" Proceedings in Food System Dynamics, 2010, p. 202-221
Other field subjects
DuraznoDenominación de origen
Comportamiento del consumidor
Mercados
Calidad
Economía agroalimentaria