What attributes are consumers looking for in sweet cherries? Evidence from choice experiments

Xibei Zheng, Chengyan Yue, Karina Gallardo, Vicki McCracken, James Luby, Jim McFerson

Research output: Contribution to journalReview articlepeer-review

29 Scopus citations


We investigate heterogeneous consumer preferences and willingness to pay (WTP) for various sweet cherry attributes using choice experiments. A mixed logit model and a latent-class logit model are used to estimate consumer WTP for the attributes and identify groups of consumers based on those preferences. We find that consumers of sweet cherries will pay the greatest premium for sweetness and the smallest premium for fruit size. Three groups of consumers are identified - flavor sensitive, price sensitive, and storage sensitive. The results are useful for suppliers of sweet cherries when adopting targeted marketing strategies.

Original languageEnglish (US)
Pages (from-to)124-142
Number of pages19
JournalAgricultural and Resource Economics Review
Issue number1
StatePublished - 2016

Bibliographical note

Funding Information:
This research was funded by U.S. Department of Agriculture National Institute of Food and Agriculture specialty crop research initiative projects - RosBREED: Enabling marker-assisted breeding in Rosaceae (2009-51181-05808); RosBREED: Combining disease resistance with horticultural quality (2014-51181-22378). The views expressed are the authors' and do not necessarily represent the policies or views of any sponsoring agencies.

Publisher Copyright:
© The Author(s) 2016.


  • Consumer segmentation
  • Latent class model
  • Mixed logit model
  • Sweet cherry
  • WTP
  • Willingness to pay


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