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What Consumers Are Looking for in Strawberries: Implications from Market Segmentation Analysis
Author(s) -
Wang Jingjing,
Yue Chengyan,
Gallardo Karina,
McCracken Vicki,
Luby James,
McFerson Jim
Publication year - 2016
Publication title -
agribusiness
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.57
H-Index - 43
eISSN - 1520-6297
pISSN - 0742-4477
DOI - 10.1002/agr.21473
Subject(s) - market segmentation , latent class model , logit , marketing , product (mathematics) , business , segmentation , advertising , economics , econometrics , computer science , mathematics , machine learning , artificial intelligence , geometry
An online choice experiment was conducted to investigate U.S. consumer preferences for attributes of fresh market strawberry fruit. Using a latent class logit model, three different groups of consumers are identified: “Balanced Consumers,” “Experience Attribute Sensitive Consumers,” and “Search Attribute Sensitive Consumers.” This information on consumer segmentation can help the fresh market strawberry industry identify target markets, and provides valuable information to breeders, growers, and retailers to prioritize fruit attributes in their breeding, growing, or product sourcing decisions.