Using market segmentation analysis to identify consumer preferences for fresh peach attributes

Ruchen Zhou, Chengyan Yue, Shuoli Zhao, R. Karina Gallardo, Vicki McCracken, James J. Luby, James R. McFerson

Research output: Contribution to journalArticlepeer-review

4 Scopus citations

Abstract

Consumer preferences for attributes of fresh peach fruit in the United States are largely unknown on a national basis. We used a choice experiment to explore market segmentation based on consumer heterogeneous preference for fruit attributes including external color, blemish, firmness, sweetness, flavor, and price. We collected the data using an online survey with 800 U.S. consumers. Using a latent class logit model, we identified three segments of consumers differing by different sets of preferred quality attributes: experience attribute-oriented consumers, who valued fruit quality (48.8% of the sample); search attribute-oriented consumers, who valued fruit appearance (33.7% of the sample); and balanced consumers, who considered search attributes and experience attributes but who valued each in a balanced way (17.5% of the sample). Each group demonstrated differentiated demographics and purchasing habits. The results have important marketing implications for peach breeders and suppliers.

Original languageEnglish (US)
Pages (from-to)1664-1668
Number of pages5
JournalHortScience
Volume53
Issue number11
DOIs
StatePublished - Nov 2018

Bibliographical note

Funding Information:
This research was funded by the USDA National Institute of Food and Agriculture Specialty Crop Research Initiative projects ‘‘RosBREED: Enabling marker-assisted breeding in Rosaceae’’ (2009-51181-05808) and ‘‘RosBREED: Combining Disease Resistance with Horticultural Quality’’ (2014-51181-22378).

Publisher Copyright:
© 2018, American Society for Horticultural Science. All rights reserved.

Keywords

  • Consumer preference
  • Consumer segmentation
  • Fresh peaches
  • Fruit retailers
  • Latent class model

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