Understanding consumer interest in product and process-based attributes for fresh produce

Craig A. Bond, Dawn Thilmany and Jennifer Keeling Bond
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Craig A. Bond: Department of Agricultural and Resource Economics, Colorado State University, Fort Collins, CO 80523, Postal: Department of Agricultural and Resource Economics, Colorado State University, Fort Collins, CO 80523
Jennifer Keeling Bond: Department of Agricultural and Resource Economics, Colorado State University, Fort Collins, CO 80523, Postal: Department of Agricultural and Resource Economics, Colorado State University, Fort Collins, CO 80523

Agribusiness, 2008, vol. 24, issue 2, 231-252

Abstract: The choices consumers make about fresh produce, such as where it is purchased and what they are willing to pay, are likely influenced by a range of private and public attributes. This study uses factor and cluster analysis techniques to explore the preferences of consumers who responded to a 2006 national survey to determine the dimensions over which consumers make purchasing decisions and to identify key market segments. Analysis is based on a variety of survey questions relating to preferences for various fresh produce traits and process attributes, as well as willingness to pay for a subset of these attributes. We find that although there is only a small degree of correlation between tested variables, four consumer clusters can be identified as market segments: Urban, Assurance Seekers, Price Conscious Consumers, Quality and Safety Consumers, and Personal Value Buyers. Each cluster values both private and public attributes, though with differing intensities and focus. [EconLit citations: Q130, D120]. © 2008 Wiley Periodicals, Inc.

Date: 2008
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Persistent link: https://EconPapers.repec.org/RePEc:wly:agribz:v:24:y:2008:i:2:p:231-252

DOI: 10.1002/agr.20157

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