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La importancia del atributo origen en la eleccion de productos agroalimentarios. El caso del esparrago de Navarra

Author

Listed:
  • Cortinas, Monica
  • Chocarro, Raquel
  • Elorz, Margarita
  • Villanueva, M. Luisa

Abstract

In this research, we analyze the importance of the extrinsic attributes in the customer's choice of the white asparagus category, paying special attention on the influence of the origin and in the asparagus designation of origin from Navarra. For this, an experiment was designed which included 18 choice screen's with choices made with combinations of the attributes. The results are analyzed according to a logit multinomial model which allows evaluating the importance of the attributes. Due to a latent segmentation, heterogeneity is controlled and we detect different customer segments. RESUMEN En este trabajo se analiza la importancia de los atributos extrínsecos en la elección del consumidor para la categoría del espárrago blanco, prestando especial atención a la influencia del origen y a la de la denominación de origen espárrago de Navarra. Para ello, se diseña un experimento que incluye 18 pantallas de elección con alternativas formadas por combinaciones de dichos atributos. Los resultados se analizan mediante un modelo logit multinomial que permite valorar la importancia de los atributos. Mediante una segmentación latente se controla la heterogeneidad y detectamos segmentos diferenciados en el conjunto de consumidores. Palabras clave: Denominación de Origen, espárrago de Navarra, diseño experimental, análisis de elección, segmentación latente

Suggested Citation

  • Cortinas, Monica & Chocarro, Raquel & Elorz, Margarita & Villanueva, M. Luisa, 2007. "La importancia del atributo origen en la eleccion de productos agroalimentarios. El caso del esparrago de Navarra," Economia Agraria y Recursos Naturales, Spanish Association of Agricultural Economists, vol. 7(13), pages 1-34.
    • Handle: RePEc:ags:earnsa:8000
    DOI: 10.22004/ag.econ.8000
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    Cited by:

    1. Elena Kokthi & Drita Kruja, 2017. "Customer Based Brand Equity Analysis: An Empirical Analysis to Geographical Origin," Proceedings- 11th International Conference on Mangement, Enterprise and Benchmarking (MEB 2017),, Óbuda University, Keleti Faculty of Business and Management.

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