Using the Rasch Model to Understand Consumers' Behaviour in Buying Kiwifruits

Area of Science:

• Agricultural Economics
• Consumer Psychology
• Food Marketing

Background:

• The specialized kiwifruit market, including red pulp varieties, presents significant growth opportunities in Europe.
• Consumer preferences, attitudes, and purchasing intent for conventional and novel kiwifruit variants require deeper investigation.

Purpose of the Study:

• To comprehensively understand consumer behavior towards kiwifruit, focusing on preferences, attitudes, and purchase propensity.
• To apply the Rasch model for measuring consumer attitudes and explaining purchase behavior for diverse kiwifruit types.

Main Methods:

• Development and administration of a consumer behavior questionnaire.
• Analysis using the Rating Scale Rasch Model to create a valid attitude measure.
• Utilizing regression models to link attitude measures with purchase propensity.

Main Results:

• A validated measure of consumer attitude toward kiwifruit was established.
• Consumer attitudes significantly influence the propensity to purchase kiwifruit.
• Specific product attributes and demographic factors are crucial for marketing effectiveness.

Conclusions:

• Marketing strategies should prioritize enhancing consumer attitudes towards kiwifruit.
• Tailoring marketing efforts to specific product attributes and demographic segments is essential for promoting yellow, red, and organic varieties.
• Addressing consumer nuances can unlock the growth potential of specialized kiwifruit markets.