Heterogeneity in consumer preferences for ready-to-eat pomegranate: an empirical study in Italy
- 5 May 2020
- journal article
- research article
- Published by Emerald in British Food Journal
- Vol. 122 (12), 3869-3884
- https://doi.org/10.1108/bfj-08-2019-0655
Abstract
The present study aims at analysing consumer preferences for the pomegranate fruit, focussing on the effect of ready-to-eat format (i.e. packaged arils) on the purchasing choice, together with several products’ attributes as the origin, the packaging typology and the price. The paper presents a choice experiment (CE) among 626 Italian consumers from Veneto region through an online survey. The study estimates both a conditional logit (CL) and a latent class logit model (LCM). By segmenting the sample based on the heterogeneous preferences of consumers, it can distinguish “eco-friendly consumers”, “time-saving lovers”, “nationalists” and “price sensitive” subjects. Interestingly, the marginal willingness to pay for ready-to-eat arils is positive for the “time-saving lovers” that are mainly young consumers. The Italian origin has always a positive effect on the choice, whereas a negative effect is found for the price. Finally, the eco-friendly package has both a negative and a positive effect. The sample of this study is not representative of the population and the CE has a hypothetical nature. It follows that further research will link the economic analysis to a consumer test on a more representative sample. This study can be useful for the pomegranate producers and the industry because it provides original evidence that could drive their business and marketing strategies, for instance, the preference for ready-to-eat arils. This study is one of the first seeking to determine the factors that affect consumers' preferences for pomegranate arils.Keywords
This publication has 55 references indexed in Scilit:
- The Pomegranate: Effects on Bacteria and Viruses That Influence Human HealthEvidence-Based Complementary and Alternative Medicine, 2013
- Consumer segmentation based on convenience orientation and attitudes towards quality attributes of lamb meatFood Quality and Preference, 2012
- Consumer preferences for sustainable production methods in apple purchasing behaviour: a non‐hypothetical choice experimentInternational Journal of Consumer Studies, 2012
- Phytochemical characterisation for industrial use of pomegranate (Punica granatumL.) cultivars grown in SpainJournal of the Science of Food and Agriculture, 2011
- Maintaining quality of minimally processed pomegranate arils by honey treatmentsBritish Food Journal, 2009
- Stated choice experimentation, contextual influences and food choice: A case studyFood Quality and Preference, 2008
- To cook or not to cook: A means-end study of motives for choice of meal solutionsFood Quality and Preference, 2007
- Food Preparation by Young Adults Is Associated with Better Diet QualityJournal of the American Dietetic Association, 2006
- Consumer perception and choice of minimally processed vegetables and packaged fruitsFood Quality and Preference, 2004
- A review and meta-analysis of country-of-origin researchJournal of Economic Psychology, 1999