Fruit Quality Characteristics That Affect Consumer Preferences for Satsuma Mandarins
By Benjamin L. Campbell, R. Nelson, R. Ebel, W. Dozier, J. Adrian, B. Hockema. 2004
138 citations recorded by the source corpus.
Satsuma mandarins (Citrus unshiu) have been produced intermittently along the Gulf Coast for over a century. However, very little is known about the market potential for this citrus fruit in today's consumer markets. This study evaluated consumer prefer- ences for seven external attributes over a range of levels: price ($1.07, $2.18, or $4.39/ kg), color (green-yellow, yellow-orange, or orange), size (5.08, 6.35, or 7.62 cm in diameter), seediness (0, 3, or 7 seeds), blemishes (0, 1.91, or 3 cm in diameter), production region label (Alabama or U.S.A.), and organic production (yes or no). Consumers from grocery stores in nine cities in Alabama and Georgia were asked to evaluate 20 photographs of various combinations of these attribute levels using a seven-point intention-to-buy scale. 605 useable surveys were collected and a conjoint analysis was conducted to determine the strength of preference for the attribute levels and the relative importance for attributes. Three consumer segments were identifi ed by cluster analysis of strengths of preferences: the no-blemish segment (37% of sample), the price-sensitive segment (23% of sample), and the no-seeds segment (41% of sample). A multinomial logit analysis identifi ed several demographic, socioeconomic, and usage variables as signifi cant determinants of segment membership.
Subfields: Economics and Econometrics, Plant Science, Tourism, Leisure and Hospitality Management
View Paper: https://www.semanticscholar.org/paper/2817b1e2308815e899944cfc4f3a0b86f2b10f55
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Citations in the corpus
- Consumer Preferences for Fruit and Vegetables with Credence-Based Attributes: A Review (2011, background): “Production origin (as made in USA, Italy, etc.) is generally ranked, rated or estimated among the somewhat or less relevant factors to the buying or paying decision (Zanoli et al. 2003; Campbell et al. 2004; Midmore et al. 2005; Darby 2006; Poole and Martínez-Carrasco 2007).”
- Functional responses and prey-stage preferences of three species of predacious mites (Acari: Phytoseiidae) on citrus red mite, Panonychus citri (Acari: Tetranychidae) (2010, background): “Satsuma mandarin production is a growing industry in southern Alabama and other parts of the Gulf Coast region of the United States (Campbell et al., 2004).”
- Willingness to pay for locally produced foods: A customer intercept study of direct market and grocery store shoppers (2006, methodology): “Campbell et al. (2004) used conjoint analysis to estimate part worth values for Satsuma Mandarins, including physical attributes (skin color, size, blemishes, and seeds), an own-region cue (in-state vs. US) and an organic cue. Their results suggested the location attribute was the least important pr”