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.
Bibliographical noteFunding 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.
© The Author(s) 2016.
- Consumer segmentation
- Latent class model
- Mixed logit model
- Sweet cherry
- Willingness to pay