Analyzing Strawberry Preferences: Best-Worst Scaling Methodology and Purchase Styles

Area of Science:

• Agricultural Economics
• Consumer Behavior Studies
• Food Science

Background:

• Consumer preferences and purchasing behaviors significantly impact agricultural product markets.
• Understanding the drivers behind consumer choices for fresh produce like strawberries is crucial for producers and retailers.
• The Best-Worst Scaling (BWS) methodology offers a robust framework for dissecting complex consumer preferences.

Purpose of the Study:

• To investigate Italian consumers' preferences and purchasing behaviors for strawberries.
• To identify key factors influencing strawberry purchasing decisions using the Best-Worst Scaling (BWS) methodology.
• To characterize distinct consumer segments based on their strawberry attribute preferences.

Main Methods:

• A survey was conducted with 496 respondents in Milan, Italy.
• Best-Worst Scaling (BWS) was employed to measure preferences for 12 strawberry attributes (intrinsic, extrinsic, credence).
• Latent Class Analysis (LCA) and Chi-square tests were used to identify and analyze consumer clusters.

Main Results:

• Appearance was the most critical attribute influencing strawberry choice, followed by health benefits.
• Brand was identified as the least important attribute in consumer purchasing decisions.
• Sociodemographic characteristics, food habits, and attribute perceptions collectively influence consumer preferences and behaviors.

Conclusions:

• Strawberry appearance and health benefits are key drivers for Italian consumers.
• Marketing strategies should emphasize quality certifications and desired attributes to enhance brand identity.
• A holistic understanding of consumer drivers is essential for effective marketing in the strawberry sector.