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What Attributes Are Consumers Looking for in Sweet Cherries? Evidence from Choice Experiments

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  • Zheng, Xibei
  • Yue, Chengyan
  • Gallardo, Karina
  • McCracken, Vicki
  • Luby, James
  • McFerson, Jim

Abstract

We investigate heterogeneous consumer preferences and willingness to pay (WTP) for various sweet cherry attributes using choice experiments. A mixed logit model and a latent-class logit model are used to estimate consumer WTP for the attributes and identify groups of consumers based on those preferences. We find that consumers of sweet cherries will pay the greatest premium for sweetness and the smallest premium for fruit size. Three groups of consumers are identified—flavor sensitive, price sensitive, and storage sensitive. The results are useful for suppliers of sweet cherries when adopting targeted marketing strategies.

Suggested Citation

  • Zheng, Xibei & Yue, Chengyan & Gallardo, Karina & McCracken, Vicki & Luby, James & McFerson, Jim, 2016. "What Attributes Are Consumers Looking for in Sweet Cherries? Evidence from Choice Experiments," Agricultural and Resource Economics Review, Cambridge University Press, vol. 45(1), pages 124-142, April.
    • Handle: RePEc:cup:agrerw:v:45:y:2016:i:01:p:124-142_00
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    Cited by:

    1. Dolores Garrido & Rosa Karina Gallardo, 2022. "Are improvements in convenience good enough for consumers to prefer new food processing technologies?," Agribusiness, John Wiley & Sons, Ltd., vol. 38(1), pages 73-92, January.
    2. Jan Blažek & Lubor Zelený & Pavel Suran, 2022. "Sweet cherry research world overview 2015-2017," Horticultural Science, Czech Academy of Agricultural Sciences, vol. 49(3), pages 121-146.
    3. Gorica Paunović & Đurađ Hajder & Aleksandra Korićanac & Boris Pašalić & Ivan Glišić & Tatjana Jovanović-Cvetković & Miljan Cvetković, 2022. "Preferences in sweet cherry fruits among consumers in Serbia and Bosnia and Herzegovina," Horticultural Science, Czech Academy of Agricultural Sciences, vol. 49(4), pages 189-196.
    4. Jingjing Wang & Chengyan Yue & Karina Gallardo & Vicki McCracken & James Luby & Jim McFerson, 2017. "What Consumers Are Looking for in Strawberries: Implications from Market Segmentation Analysis," Agribusiness, John Wiley & Sons, Ltd., vol. 33(1), pages 56-69, January.

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