6533b862fe1ef96bd12c64ae
RESEARCH PRODUCT
Quality Factors Influencing Consumer Demand for Small Fruit by Focus Group and Sensory Test
Stefania ChironiMarzia IngrassiaSimona BacarellaLuca Altamoresubject
0106 biological sciences0301 basic medicineConsumer segmentation; focus group; niche market; sensory quality; Spearman coefficient; Food Science; Business and International Management; MarketingConsumer segmentationmedia_common.quotation_subjectBerryAffect (psychology)01 natural sciencesCommercialization03 medical and health sciencesniche marketWillingness to paySettore AGR/01 - Economia Ed Estimo RuraleEconomicsQuality (business)Spearman coefficientBusiness and International ManagementMarketingmedia_commonMarketing030109 nutrition & dieteticsFocus groupValue (economics)focus groupNiche marketsensory quality010606 plant biology & botanyFood Sciencedescription
ABSTRACTThe market of berries is a niche of high value in Italy. Small fruit’s healthy properties are well known in the international market, but little is known about the reason for a low commercialization rate of fresh small fruit in Italy. The objective of this study was to assess consumer preferences in Italy for selected berry species. Moreover, the study aims to identify the relevant attributes of berries that affect the demand for this produce according to consumers and to compare these attributes. We assessed relevant attributes affecting the demand for fresh berries for different consumers’ profiles and compared berries’ attributes rankings. The results reveal high concordance between blackberries and raspberries; price is the attribute that constrains more purchases because it is deemed too high. Consumers prefer small fruit because of the rising interest in their nutraceutical value, and they have a higher willingness to pay because of this important attribute.
| year | journal | country | edition | language |
|---|---|---|---|---|
| 2017-02-02 | Journal of Food Products Marketing |