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.
Bibliographical noteFunding Information:
This research was funded by the USDA National Institute of Food and Agriculture Specialty Crop Research Initiative projects “RosBREED: Enabling marker-assisted breeding in Rosaceae” (2009-51181-05808) and “RosBREED: Combining Disease Resistance with Horticultural Quality”(2014-51181-22378).
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