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Combining sensory evaluations and experimental auctions to assess consumers’ preferences for fresh fruit quality characteristics

Author

Listed:
  • R. Karina Gallardo
  • Ines Hanrahan
  • Chengyan Yue
  • Vicki A. McCracken
  • James Luby
  • James R. McFerson
  • Carolyn Ross
  • Lilian Carrillo†Rodriguez

Abstract

A combination of sensory evaluation and experimental auctions was used to analyze consumer preferences for external and internal quality characteristics of two fresh apple varieties “Honeycrisp†and “Gala.†A group of 384 panelists in three locations in the United States evaluated the appearance, the internal quality characteristics, in three sequential rounds, for the two apple variety samples. Each panelist responded to a sensory evaluation questionnaire, and then bid on the samples in an incentive compatible second price auction. We found that panelists’ bids increased with the amount of information given. Also, we found that for some attributes such as sweetness, panelists preferred levels closer to their ideal rather than objectively measured higher levels. When evaluating consumers’ preference and valuation for different fresh fruit varieties, a greater explanatory power is obtained when including an indicator variable for the variety along with the set of quality attributes. The indicator variable could improve the control of inherent factors related with the varieties but cannot be observed or inferred easily. Finally, our findings add to previous studies in that flavor, when expressed as a combination of sweetness and acidity in addition to textural attributes, are important determinants of consumers’ acceptance. [EconLit citations: Q13]

Suggested Citation

  • R. Karina Gallardo & Ines Hanrahan & Chengyan Yue & Vicki A. McCracken & James Luby & James R. McFerson & Carolyn Ross & Lilian Carrillo†Rodriguez, 2018. "Combining sensory evaluations and experimental auctions to assess consumers’ preferences for fresh fruit quality characteristics," Agribusiness, John Wiley & Sons, Ltd., vol. 34(2), pages 407-425, March.
  • Handle: RePEc:wly:agribz:v:34:y:2018:i:2:p:407-425
    DOI: 10.1002/agr.21534
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    References listed on IDEAS

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    1. Lijia Wang & Jianhua Wang & Xuexi Huo, 2019. "Consumer’s Willingness to Pay a Premium for Organic Fruits in China: A Double-Hurdle Analysis," IJERPH, MDPI, vol. 16(1), pages 1-14, January.
    2. Tong, Yen Dan & Khuu, Dong & Toan, Truong Duc & Nguyen, Phuong Duy & Pham, Nhai, 2021. "Consumer Responses Towards Non-GM Food: Evidence From Experimental Auctions In Vietnam," International Journal of Food and Agricultural Economics (IJFAEC), Alanya Alaaddin Keykubat University, Department of Economics and Finance, vol. 9(4), October.
    3. Kokthi, Elena & Canco, Irina & Topulli, Eneida, 2021. "Whose salad is organic? An attribute segmentation perspective-evidence from Albania," Economia agro-alimentare / Food Economy, Italian Society of Agri-food Economics/Società Italiana di Economia Agro-Alimentare (SIEA), vol. 23(2), July.

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