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California apple consumer consumption behaviours and product preferences: A Latent Class Analysis

Tait, Peter R.
Saunders, Caroline M.
Dalziel, Paul C.
Rutherford, Paul
Driver, Tim
Guenther, Meike
Fields of Research
ANZSRC::350601 Consumer behaviour , ANZSRC::350602 Consumer-oriented product or service development , ANZSRC::350606 Marketing research methodology , ANZSRC::380101 Agricultural economics , ANZSRC::470205 Cultural studies of agriculture, food and wine , ANZSRC::470203 Consumption and everyday life
This study is part of a research programme entitled Unlocking Export Prosperity from the Agri-food Values of Aotearoa New Zealand. It is funded by the Ministry of Business, Innovation and Employment (MBIE) Endeavour Fund for science research programmes. The research aims to provide new knowledge on how local enterprises can achieve higher returns by ensuring global consumers understand the distinctive qualities of the physical, credence and cultural attributes of agri-food products that are “Made in New Zealand”. Agricultural exports are an important contributor to the New Zealand (NZ) economy. It is critically important for NZ exporters to understand export markets and the different cultures and preferences of those consumers to safeguard market access, and for realising potential premiums. This report describes the application of a survey of Californian apple consumers that is designed to examine consumption behaviour and consumer Willingness-to Pay (WTP) for credence attributes. While search attributes such as price or colour can be observed directly, and experience attributes such as flavour can be assessed when consumed, credence attributes such as environmental sustainability cannot be immediately seen or experienced at the point of sale. For products promoting credence attributes, the role of verification including labelling is of significant importance. Our approach is to apply a Choice Experiment economic valuation method, analysed using a statistical approach called Latent Class Modelling that describes profiles for different consumer segments identified in the data and provides estimates of attribute WTP across these segments.
Source DOI
© Agribusiness and Economics Research Unit. Lincoln University, New Zealand, 2021.
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