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Consumer Preference Heterogeneity Evaluation in Fruit and Vegetable Purchasing Decisions Using the Best-Worst
Stefano Massaglia1, Danielle Borra1, Cristiana Peano1
1Department of Agricultural, Forest and Food Sciences, University of Turin, Largo Paolo Braccini 2, 10095 Grugliasco, Italy.
Foods (Basel, Switzerland)
|July 21, 2019
Summary
Italian consumers prioritize fruit and vegetable origin, seasonality, and freshness when shopping. Key factors like age and income influence these preferences and purchasing locations.
Area of Science:
- Agricultural Economics
- Consumer Behavior Studies
- Food Marketing
Background:
- Understanding consumer preferences for fruits and vegetables (FV) is crucial for retailers and policymakers.
- Sociodemographic factors significantly influence purchasing decisions in the food sector.
Purpose of the Study:
- To assess Italian consumer preferences for FV attributes during sales.
- To identify how sociodemographic variables and point of purchase influence these preferences.
Main Methods:
- A choice experiment involving 1170 consumers in Northwest Italy.
- Best-Worst Scaling (BWS) methodology to evaluate 12 FV attributes.
- Latent class analysis to segment consumers into preference groups.
Main Results:
- "Origin", "seasonality", and "freshness" were the most important FV attributes.
- "Organic certification", "variety", and "brand" received no importance.
- Consumer segmentation revealed five distinct preference clusters.
Conclusions:
- Age, income, and presence of children are key discriminators of FV consumer preference and behavior.
- These factors also influence the choice of FV purchase points (e.g., supermarkets vs. open-air markets).
- Tailoring marketing strategies to specific consumer segments and purchase locations is recommended.
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