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Preference formation developed during the consumer’s evaluation of alternatives is one of the most important stages in models of consumer purchasing behaviour. This is especially true for the purchase of vegetables. The purpose of this paper is to analyze the role of extrinsic versus intrinsic attributes in the behaviour of consumer when purchasing cucumbers, considering four attributes; price, country of origin and production method (extrinsic), and freshness (intrinsic). Utilizing a sample of German tourists visiting the city of Almeria (Spain), conjoint analysis methodology is used. The results suggest that an intrinsic aspect (freshness) is the most important attribute for consumers. Therefore, marketers are advised to consider the importance of this attribute to the consumer and try to position the product in the destination markets on the basis of product freshness.

Estimating consumer preferences for extrinsic and intrinsic attributes of vegetables. A study of German consumers