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

Jerko Markovina () and Damir Kovacic

No 44401, 2008 International Congress, August 26-29, 2008, Ghent, Belgium from European Association of Agricultural Economists

Abstract: 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.

Keywords: Demand; and; Price; Analysis (search for similar items in EconPapers)
Pages: 5
Date: 2008
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Persistent link: https://EconPapers.repec.org/RePEc:ags:eaae08:44401

DOI: 10.22004/ag.econ.44401

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