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What Consumers Are Looking for in Strawberries: Implications from Market Segmentation Analysis

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  • Jingjing Wang
  • Chengyan Yue
  • Karina Gallardo
  • Vicki McCracken
  • James Luby
  • Jim McFerson

Abstract

ABSTRACT An online choice experiment was conducted to investigate U.S. consumer preferences for attributes of fresh market strawberry fruit. Using a latent class logit model, three different groups of consumers are identified: “Balanced Consumers,” “Experience Attribute Sensitive Consumers,” and “Search Attribute Sensitive Consumers.” This information on consumer segmentation can help the fresh market strawberry industry identify target markets, and provides valuable information to breeders, growers, and retailers to prioritize fruit attributes in their breeding, growing, or product sourcing decisions.

Suggested Citation

  • 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.
    • Handle: RePEc:wly:agribz:v:33:y:2017:i:1:p:56-69
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    File URL: http://hdl.handle.net/10.1002/agr.21473
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    2. Feeney, Roberto Juan & Harmath, Pedro & Clay, Pablo Mac, 2020. "Brand Loyalty in Argentine Commercial Crop Seed Markets," International Journal of Agricultural Management, Institute of Agricultural Management, vol. 9, April.
    3. Stephan G.H. Meyerding & Annemone Kürzdörfer & Birgit Gassler, 2018. "Consumer Preferences for Superfood Ingredients—the Case of Bread in Germany," Sustainability, MDPI, vol. 10(12), pages 1-20, December.

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