What Consumers Are Looking for in Strawberries: Implications from Market Segmentation Analysis

Jingjing Wang, Chengyan Yue, Karina Gallardo, Vicki Mccracken, James Luby, Jim Mcferson

Research output: Contribution to journalArticlepeer-review

10 Scopus citations

Abstract

An online choice experiment was conducted to investigate U.S. consumer preferences for attributes of fresh market strawberry fruit. Using a latent class logit model, three different groups of consumers are identified: “Balanced Consumers,” “Experience Attribute Sensitive Consumers,” and “Search Attribute Sensitive Consumers.” This information on consumer segmentation can help the fresh market strawberry industry identify target markets, and provides valuable information to breeders, growers, and retailers to prioritize fruit attributes in their breeding, growing, or product sourcing decisions.

Original languageEnglish (US)
Pages (from-to)56-69
Number of pages14
JournalAgribusiness
Volume33
Issue number1
DOIs
StatePublished - Dec 1 2017

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