Assessing preferences of some predefined consumer profiles for attributes of small fruit

Risultato della ricerca: Otherpeer review

Abstract

Small fruit (commonly referred to as berries), represents a potential high-value niche-market crop inItaly. This fruit grows naturally in many localities of northern Italy, but favorable environmentalconditions for this crop can be found also in southern regions where this production may support localfarmers' incomes. According to literature and to official statistics, small fruit's health benefitingproperties are well known in the international market, but little is known about the reason of a lowcommercialization rate of fresh small fruit in Italy. The objective of this study was to assess, in thedomestic market, consumer preferences for small fruit according to consumer rankings applied to asubset of small fruit attributes (variables). In addition to identify the most relevant attributes that affectpositively or adversely the demand for this produce. Six focus groups were conducted, involving n =54 participants (27 women and 27 men) belonging to five predefined Profiles of consumerscomplexively. A sensory test of four different types of small fruit (blackberry, raspberry, blueberry andwild strawberry) was carried out along the focus groups to assess sensory parameters. We used theSpearman rank-order correlation coefficient rho (ρ) to examine concordance between consumerrankings. We assessed for each Profile, relevant attributes that affect the demand for fresh small fruitand compared Profiles variables ranking. The results reveal high concordance between variables; themost relevant variable which restrict purchases is high price of small fruit. Despite consumer demandis high, domestic product is not available in the market. Consumers prefer small fruit because of theirconcerns regarding health and they show a willingness to pay the price established in themarketplace.
Lingua originaleEnglish
Numero di pagine1
Stato di pubblicazionePublished - 2015

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